The Importance of Brand Identity
Recently I’ve (Graphic Designer Diana) had the pleasure of becoming involved with a mentorship program through Ad 2 Tampa Bay, a network of young advertising professionals in the Tampa Bay area. The mentorship program seeks to partner young students with professionals in the Advertising industry to help guide them in their career path.
As part of my responsibilities as a mentor, I meet with a student from a local university and give her guidance on accomplishing her goals. One of which is creating a recognizable brand for herself that will be one driving force in her quest to land an internship. Looking at how much her brand has evolved since the first iteration got me to thinking about the importance of rebranding campaigns.
In a perfect world, companies would create a brand identity that fit them so perfectly it never had to change, but we don’t live in a perfect world. In the real world, companies are constantly evolving, and, while they might stick to the same core values, sometimes they change enough that their brands require some fine-tuning to match. When this happens, it’s important to take a few steps towards making your new identity perfect.
- Understand what is and isn’t working: make a list, get feedback, and learn what it is that’s holding your brand back. Once you understand what about your brand identity isn’t lining up with your brand, you’ll be able to start on step 2.
- Now that you know what your brand isn’t, it’s time to understand what it is. No one knows your brand better than you do, so make sure you can distill your brand’s mission into one or two concise sentences. This should be the foundation of your rebranding.
- Take your newfound knowledge and start creating! Or find yourself an experienced partner to help guide you through the waters of your rebranding.
If you feel like your brand is in need of a facelift, contact us, and we can help you get on the right track.