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BRANDING: Enduring aesthetics for evolving brands

Branding and corporate identity are part of a special addiction called “commercial coolness”.

Compared to advertising or other communication forms, branding & rebranding are visceral.

For example, you cannot hide from a poor, outdated branding, because the brand you work for is almost everywhere.

People might see it on your business card, on your LinkedIn profile, in your emails or your office. If you work in a company with a poor brand identity, the logo isn’t a warm-up topic at a beer talk.

At the same time, competitors are becoming more and more aggressive in terms of design innovation.

Still, you might find yourself posting on Facebook a hot rebranding in order to show the world how great it is to have the power to change a brand’s identity.

Due to their high emotional and rational entailment, branding & rebranding are not simple decision processes. 

For some, it seems rather easy to have an idea and to draw it on a piece of paper, but in fact is very complicated to seize the rebranding opportunity, to manage the new logo’s value-building and to grow it as the business develops.

Let’s take a look at our own rebranding: Incandescent Marketing redesigned in June 2015 the logo and its brand identity. Why was this change necessary?

The photographic logo created in 2010 had to be changed due to several factors:

  • Our business profile changed
  • Our management team changed
  • Our digital communication needs changed
  • Auto-promo asked for vectorized logo
  • Incandescent lacked a fresh symbol in its logo

How do we approach branding for our clients? What are the main ingredients?

  • Get convinced that the change is necessary
  • Monitor design trends
  • Audit clients portfolios & pricing indexes
  • Audit clients brands positioning
  • Ask our specialists
  • Generate unique “packages” of strategy & art