Designing Brand Strength

Designing Brand Strength
Creating potent and flexible brand identity

Only a few years ago, you could rest easy knowing that your corporate identity would last around 10-15 years before needing an update.

While brand identity continues to be the consumers' point of entry to your product/service and company, today's brands must be enormously flexible – flexible enough to enable campaigns that grow and change with increasing speed around them.

One of the biggest challenges for designers is deciding how to create a brand identity that communicates with constantly changing consumers, as well as addresses the needs of developing technology channels.

Traditionally, brand identity:

Had built-in longevity (10-15 years)
Built consumer loyalty which lasted
Involved tried and trusted management methodologies
Was easily sustainable - somewhat fixed and rigid in its outlook
Communicated a consistent brand idea

Today, brand identity contradicts many traditional identity design norms requiring:

Enormous flexibility
Consumer relevance
Channel effectiveness
Fast impact due to possible short shelf life
Emotiion
The ability to adapt and evolve
The ability to embrace change and in some cases even reflect it

Further Info
Branding
Name Development
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