Stand up for your brand (Part 3 of 3)
Brand building blocks.
It starts with your logo – which serves as your flag, your shield, your crest. It’s the visual identity that the rest of your branding will branch off of. On the surface, it tells your customers who you are, what you do and why. Ultimately, it’s the mark that instantly makes an emotional connection with your customers.
Your logo represents the trust your customers place in your company. When they see it, they know immediately what to expect. Consistent use of your logo defines the consistent customer experience.
The fonts and colors you choose – based on research, analysis, trial and error – mean something. The style of photography, voice of copy and tagline you include in your brand standards are the foundation of your brand’s story.
Evolving your brand.
Your brand standards won’t last forever. If you’re paying attention, you’ll know when the paradigm needs to be adjusted. The key is to be able to identify those points in time before anyone else does.
Your logo and brand standards can adapt to new trends and a constantly changing marketplace without changing their personality. A good mark will have the lifetime it deserves, then it must evolve. Check in periodically to make sure your brand is still doing what it’s supposed to do; if not, change it to continue its story—like the peanut company that recently offed its mascot.
When you’re telling a true story, and your brand truly represents the promise you deliver to customers, following brand guidelines becomes natural. After all, the easiest thing to maintain is the truth.
Tony Luetkehans is Hellman’s vice president and creative director. He’s been maintaining Hellman’s brand for 37 years. You can reach him at email@example.com.