Branding from the edge, where great ideas are born
Great brands and branding are so because they are authentic or are considered to be authentic. They are built from great ideas that come from the edge.
The tools for creating brands and branding for business have never been more accessible. Due to the advancement and subsequent availability of technology, it's become possible for just about anyone to create a logo or a website. Furthermore, these basic branding elements and others can be produced for little or no cost.
Today, largely due to this, nearly every business has basic branding
elements: a logo, stationery, a website - all the usual platforms that have
become the communication standard.
Yet the inevitable paradox has created a new problem for businesses; our
world is now overloaded with brands vying for our attention, meaning it's much
harder for them to be heard. Additionally, the glue that binds branded
communication platforms together is often missing, resulting in an inconsistent,
watered down version of a brand message meaning it's not nearly as effective as
it might have otherwise been.
The brands that will win are adaptable. They carefully position themselves
on the edge, are fearless and inspire movements with an irresistible feel about
them. They are the brands that understand the 'now' and lead by example with
sustainable, authentic qualities. SME's must start thinking along these lines if
they want to be heard.
We believe that brands that are considered, empathetic and authentic become
more than a focal point - they become the very heartbeat of business. If
branding programmes are correctly implemented; brands will be talked of
favourably and help to inspire loyalty, providing growth and prosperity for
business. Brands that adopt this style will create new meaning and relevance
with the consumer and win a place in their heart.
Where great ideas are born, they will go on to help inspire great brand
design. It's these brands will break away from the stranglehold of the middle
and sit brilliantly at the edge, full of creative flare and individuality.
Ultimately, these are the brands that will be doing the business.
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Simon Bell
Director
