Having thought about the core of brand identity has led me to the very first principles of life, foundations. An organisation, a firm, a consultancy, a corporation or a non-profit cooperative… regardless of its size, the very common and very static point of the business and the personal presence is the identity spine. Similarly to human beings, brands have personalities that self-express themselves through images shared with audiences and associations that are being generated in marketplaces |
Creating a brand that stands for a set of unique and authentic experiences must be approached from a very strategic direction of where I really want the brand to be. This is the time to get conscious, deliberate and precise |
Strong identity in the world of branding is founded on three pillars
- total clarity of the message
- aligned consistency of the brand voice, sense, feel and touch
- authentic leaderships not an under-cover follower-ship |
The clarity of a vision is the very first principle of any doings. Appears to be trivial for some, in reality, this is the most challenging part. I remember asking a Client a question on the reasons why They considered rebranding the existing image of the Company, the rapidly delivered answer was We need to be more competitive than others! “Honesty, finally, thank you!” I answered. But the more we spoke and immersed ourselves in the existing image of that Client’s brand, the outcome was pretty much simple, no rebrand program was needed, instead, the focus was shifted on the relaunch of the core brand DNA, which meant directing the attention towards the expertise their existing clients loved that Company for and a fresh set of perspectives on new markets entries. The finale of this project didn’t involve heavy-weight budgets from the client-side spent on a full rebrand of the corporate identity, instead a bespoke set of re-constructing launches added a great value to the brand wellbeing.
The clarity of the vision a brand stands for is the very first step towards building a harmonized consistency around marketing communication programs, which lay foundations for true brand leadership in a marketplace |
Digging deep into the core of a brand requires a great focus and an unbiased clarity of the authentic brand motives |
Uniqueness of a brand equates to its clarity and the clarity leads the consistent direction of messaging, interactions and guardianship |
