More than just a logo...
On October 6 2010, GAP unveiled a new $100m rebranding effort. It was scrapped within only 6 days and is now seen as one of the worst rebrands ever.
How important is your brand? One mistake that many companies make is underestimating the importance of their brand. Markets are more saturated than ever, “functionality” is no longer the primary benchmark for product choice. More and more consumers are making purchases based off of brand experience, congruent with their personal identity rather than for functionality and utility. How else to differentiate which brand aligns with your personal values and ideals than by the way that they present themselves.
Similarly, your branding efforts shouldn’t simply stop after you’ve defined a visual language for your brand. Good, consistent branding with the right tone of voice is essential to developing a harmonious brand. Your brand’s tone of voice is what allows you to build trust with your audience, without them having to even make a purchase.
If the NHS were to communicate to us in the same way as KFC, I don’t know if any of us would truly know how to respond. I had a go at it below.
Come get your jabs, folks.
Creating your brand is about creating a considered, holistic experience - whatever space your company is in. At whichever touchpoint, it’s of paramount importance that your brand message and values are conveyed to your prospective customer as accurately as possible.
Ultimately the goal for your brand is to build a sense of true loyalty from your ideal, repeat customer. For there to be loyalty, there needs to be trust and for there to be trust, there needs to be a damn good brand.