News & Views
This is the place to get the scoop on what's new in the world of branding. As we find articles of interest we like to share them as knowledge is a good thing and we are always learning!
Your brand is something that has to flex and adapt along with your business as it adapts and grows so it will likely be changing all the time, often in very small ways. So how do you know whether you need to make small changes or big sweeping ones? How do you know if you need to change anything at all? In this article we’ll look at some of the reasons why you may want to just make some tweaks to your brand, or leave it alone altogether.
Businesses evolve and their brands should evolve with them. A good brand mixed with some careful planning should have some flexibility in it but sometimes your business changes direction so much that your brand no longer accurately reflects who you are or what you do.
Maybe the most obvious reason to freshen up your brand is that at present there is nothing memorable about it. That’s not to say that it needs to be outrageous but having an element that has some sort of appeal for its visual style or message will make you stick in people’s heads.
Because people can imagine what their own process would be, they assume that the professionals must do it the same way. That is almost never the case.
Most disciplines within branding have myths and misconceptions attached to them. I doubt that any professional designers reading this haven’t lost a potential client because they believed that their friend’s nephew who wants to go to art school could design a cheaper logo that is just as good… it’s just drawing, right?
Naming is never just a case of sitting down, coming up with a list of names and then calling it a day.
In part one of this article, we started looking at some of the persistent myths that surround the discipline of brand naming. These myths can cause a lot of problems with both the client/consultant relationship, as well as for the integrity and effectiveness of the branding process itself.
In order to address some of these myths I reached out to some of my fellow naming consultants in the UK and asked them which ones they tended to see the most and why they were inaccurate assumptions.