Branding is more than your logo; it is the entire experience someone has when interacting with your organisation. A successful brand will be embedded into a company’s DNA.
A brand is the promise of a repeatable experience. And an experience is only worth repeating if it’s a good one. So in order to build a good experience and one that is repeatable, your brand should be both authentic and consistent.
Branding is an ongoing and iterative process. However, it is still good practice to periodically make deliberate efforts to strategically rebrand your company or products.
With such diversity across markets, we needed to look at individual country requirements and how the rebrand would work for them. Therefore we conduct frequent market visits were made to see how to best fulfil the needs of these new planned brands.
We analyse the Offline/Online Brand Guidelines (360) which includes detailed logo use, colours, advertising imagery etc., and identified the gaps and opportunities where we digitally would play the most pivotal role, to ensure a unified multi-channel rebrand with digital integration at its core.
Time was our greatest restriction so we quickly have to build the Digital Brand Guidelines for a full brand and rebrand transition. For the interim we developed the ReSkin Guidelines as a rebranding requirement for the new markets/countries.
Several fundamental brand rules within the Offline Guidelines did not work in the online environment, so we digitally adabte these elements to develop a creative and cohesive solution for each case.
From the product and the packaging, to the email signatures and the way you answer your phone, it is important to be cognisant of how these impressions do (or do not) support the image you’re trying to achieve.
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