When we start a brand development project, we’re always excited about creating something remarkable. We like the idea of developing an identity system that is memorable for its unique aesthetic. The process of working with a client to express their vision is fun. But, the reality is that we’re just laying a foundation. Brands are built over time with planned execution of what we design.
Brands aren’t made up of our design or the client’s vision for their business, brands are formed by the perception of customers. And to have a perception, a customer must first have recognition of the brand. This is where that planned execution part comes into play. Think of all the great brands in the world. What is the one thing all of them have in common? The answer is simple: consistency.
If you go to a McDonald’s in California, the Golden Arches are golden. If you go to a McDonald’s in New York, the Golden Arches are golden. If you go to a McDonald’s in China, the Golden Arches are golden. You’ll find the exact same thing with every recognizable brand in the world. Brands start with design and are driven by consistent execution. This combination is what creates consumer recognition.
So, we’ll do our part. We’ll work with you clients to craft your vision, build brand guidelines and start you on the path of consistent execution. But, it’s up to you to instill the attributes in your organization that reach your customers. In the end, the customer will make or break your brand.
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