![]() ![]() And if something isn’t working, make the fix and move on. This is an easy one because, again, it’s a brand identity, not the rock on which your company was founded. So teach them what it means and show them how to use it, but don’t bury them in rhetoric and rationale. Yes, your company and coworkers care about what the brand looks like, but to them, it’s just another part of the job. Don’t pour your team, time, and talent into an expensive rollout that elicits no more than a few polite smiles and a tsunami of eye rolls. It’s a brand identity, it’s not the Mona Lisa. ![]() Your organization’s identity must be easy to put in place and even easier to maintain. So as you’re creating the new look and feel of your brand, make sure the rollout doesn’t require hundreds or even dozens of deliverables (more on that in a bit) and that the execution of the idea isn’t tied to time-consuming, hard-to-build-out concepts. You likely don’t have $80 million and unlimited time. Now, having said all that about how critical it is to get this right, you still have to approach your brand’s visual identity realistically. Try to be practical, even if that doesn’t feel normal. It has to be your absolute truth.Īnything short of that is lying to your customers. Your look, your logo, your color palette, your email templates-everything-has to be the authentic, living, breathing, personification of your brand. Your logo shouldn’t simply look “cool” because someone at your design firm thinks that that would be, well, cool. To reiterate: Your visual identity can’t feel the way someone else thinks it should feel. It’s why you do what you do, why you do it the way you do it, and how it feels to do that within your particular organization. ![]() The identity-the personality-of your brand isn’t merely what a designer says it is. You tap your in-house design team or hire outside experts, and you follow five simple principles-along with the help of Dropbox and Shutterstock. ![]() So how do you assign colors to a thought or images to an idea? How do you create an authentic, effective, usable, manageable brand identity for your teams that acts as a touchpoint for your audience? Perhaps it’s well understood within the company-a shared idea that everyone seems to acknowledge-but when you try to share that idea with outsiders, a clear visual identity is critical. But if you’re like most organizations, you have a hard time articulating it. ![]()
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