BRAND BUILDING
Understanding the Logo’s Role is Simply the Tip of the Iceberg : When most people hear the phrase “branding,” they immediately think of a company’s logo. While a logo is an important part of a brand’s identification, it is only the tip of the iceberg when it comes to branding. This iceberg is thick, diverse, and vast under the surface. The essential core of a brand resides beyond its logo, submerged in layers of vision, voice, and values, much as an iceberg’s true size and shape are concealed beneath the ocean’s waves.
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The Deep Dive: Discovering the DNA of a Brand : If you get under the surface, you’ll uncover the DNA that defines a brand’s very existence. This DNA includes the brand’s mission, the basic values that drive its actions, and the distinct voice that echoes its messaging in the market. It’s in the tone of its commercials, the style of its content, and the uniformity across all of its digital and physical touchpoints. It’s in the brand’s promise to its customers and the experience it regularly provides. Every layer adds depth and richness to the brand’s story, whether it’s the physical joy of superior packaging or the user-friendly design of a website.
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.– Warren Buffett
Evolving with Purpose: Adapting and Extending the Brand Story : In a changing market context, the most resilient companies are those that adapt, evolve, and magnify their message with purpose. While the logo may be redesigned and the brand palette may change, the primary brand narrative should remain consistent and be enhanced with each modification. The task for brand builders is not just to create a distinctive logo, but also to weave a narrative tapestry that reveals the company’s developing story thread by thread.
