Find your uniqueness!
You might think that brands like Apple, Nike and Coca-Cola, became idols by accident or by a magic formula or by the influence of a department head. However, all of these companies have adopted specific approaches and principles in relation to their business, to go from being an ordinary brand to a leader in their respective sectors. This requires a highly innovative approach and the implementation of a brand strategy that increases profit margins, improves corporate culture and creates a better relationship with shareholders.
Here are seven principles that can be very helpful:
The brand should not encompass all aspects of the organization or business, it is not a detailed illustration of what it does.
Anything that can make noise is unnecessary in the message must be avoided. The premise of Mies van der Rohe “Less is more is very suitable for this point.
A brand must be faithful to the personality and identity of the company it represents. It is therefore necessary to make a thorough analysis so that the ideas chosen for this representation are not the result of chance and remain a matter of taste or fantasy.
Expansion is associated with simplicity, since a brand must be reproduced from large to small sizes without losing its legibility or recognition at any point.
A brand must have the ability to capture attention and at the same time be recognized. In other words, a good brand is memorable, it is easily remembered without any problems. Simplicity is not only one of the keys to a successful brand, but also a bit of wit, humor and even a wink to the brand’s audience.
The brand should be original and not obvious. For example, if you are creating a logo for a company selling soft drinks, it is very common to use a soft drink bottle or choose bubbles as a symbol. Originality is essential to differentiate yourself and position yourself at a privileged level compared to other companies in the same sector.
If the brand has to be changed from time to time because it does not correspond to the current style, it has become contradictory; it has been preconceived under the effect of a “passing fashion”.
As mentioned in representativeness, the formalization of a brand must be justified. A balance must be found between current trends and logic.
Before formalizing the brand, it is essential that the preliminary analysis takes into account the public or audience to which the company is addressed. According to this principle, the brand must adapt and correspond, even identify with its audience.