The 3 most importants principles of Branding
The consistency and homogeneity with which a brand communicates with its audience. It must accentuate the values it defends without changing direction. For example, Nike has always supported athletes even when it has been controversial. They didn't run away with the Kaepernic scandal. They stayed straight and proud behind their athlete because they share and communicate the same beliefs. Their decisions to support Kaepernic were risky and brilliant. It worked because it's in Nike's DNA.
Surprise, innovation is the second most important element of a brand. Keeping your audience captivated for several years without losing their attention is not an easy task. Nike has always been able to surprise with phrases that resonate in people's hearts "Find your greatness", "Dream Crazy". Nike makes us thrilled because they don't list the new features of their new shoes, rather by telling us stories that resonate within each of us and inspire us to go further. A brand must anticipate the needs of theirs customers.
When and where should we be familiar and surprising? It is important to adapt well in the environment in which you operate, it is even more important for brands. How many societies did not see the light of day because the world was not ready for the service they offered.
“With powerful words, you can change somebody perspective about the way they can see something” - Brian Collins
How do i help you as a Brand Designer?
My role as Brand Designer is to help you stand out in this world where there is already a lot of company like yours. This is done through the experience your customer will experience with your brand. Whether it is through your website, your emails, your messages, your team, your logos, your products and your strategy. All its elements and others work together cohesively. If a link in the chain malfunctions, the whole experience is blurred for the customer and it only takes a few seconds for him to make his choice. Does he continue with your service or does he go to see the competitor, because yes, he has a choice.