2020-09-24
The first point that’s important to mention is the Brand Consistency. If you think changing your logo, will it be the next step for your brand to gain more customers? Deceive yourself. Are you lost in your business and do you think that changing the colors of your brand will look like things are going the right way? Nothing like that.
It’s one thing to rebrand the brand, which’s something structured, evaluated and designed to create an identity and positioning. Another thing is to use this as a “rescue buoy” solution, with the aim of trying to bring more business as a result of this change. In most cases, the result is quite the opposite when it isn’t done thoughtfully.
Then, and with a direct link to the previous point, we have the Clarity of your brand, which is very similar to a point that in the post “The Purpose”. If you don't know the purpose of your brand, how to communicate to your target audience, how to know who your customers are, what they are looking for, what content they consume… your communication will be a shot from a shotgun (a shot in several directions), in which, at best, only part will reach the target. It’s preferable to have a "gun" of a smaller caliber, but with a much more precise focus.
Now let's talk about Design. Not everything that is beautiful will be ideal for your brand purpose. Design is something very important in the affirmation of a brand in the market, either because it has something that in the medium / long term is easily associated with a visual memory of the company, or because of its integration in a communication strategy with “head, trunk and members ”.
However, not everything is a bed of roses. Often, the design ends up being seen as a purely aesthetic solution and nothing "matched" with a general company strategy. This is wrong. The design must reflect the personality that your company wants to transmit in its communications and, above all, the brand values - pillars of its external and internal communication. The design should also take into account who your customers are, what they like to see and how they like to interact with your communications. All of this is part of a “long tail” strategy and not of several “micro strategies” between sectors of the brand.
To conclude, all of these points lead us to one question:
"What happens when there is a conflict between what the brand is and how people understand it?"
The answer is disappointment and confusion, which clearly does not bode well for a possible conversion of future customers. So, stop to think a little about your brand. Obviously there are no perfect brands, but there are certain simple points to change when it comes to procedures, which easily put your brand on a higher level: that of trust. This trust is essential to maintain and, above all, increase your range of customers.
