Transformational thinking

The Brand Experience

The Brand Experience

With the recent change of Instagram's logo and Streamline in the early stages of a big re-brand, I felt it was an app time to bring the topic to LinkedIn.

If something works why change it? There are plenty of brands that have had the same logo for over 30 years and have no intention in changing it. You only have to glance at a well known logo and you instantly know what that brand is… take Apple or McDonald's for example, they are global brands and recognised worldwide no matter what country you live in or what language you speak.

People are very quick to comment on the aesthetics of what something looks like, what they don’t think about is the process, time and strategy behind changing a company logo or its name.

“Brands, logos and products develop deep connections and associations with people, so you don’t just want to change them for the sake of novelty. But the Instagram icon and design was beginning to feel, well… not reflective of the community, and we thought we could make it better,” Ian Spalter, Instagram’s Head of design.

In order to build a successful brand you need to break it down into three things. 

1. Brand Experience 

Brand experience is when people feel, visualize, use and generally “experience” your brand. It’s what they believe to be true about your brand. Initially, they may be drawn to your brand by the logo, because the font, colour and symbolic elements used give them a perception of what your brand products or services will be like.

2. Brand Mission

Your vision represents the original spark for creating the company, your reason for being. The vision is the “why” of your business. Your mission represents the expression of what your company will do (how the why of the vision will be expressed). The mission could be less lofty than the vision, relating more to what you promise to accomplish for your clients. Knowing why you exist as a company—beyond making money—inspires your plans and drives your actions. 

3. Brand Values

Your Brand values are your belief system, which guides your approach.  For instance, let’s say you are a fitness professional, and you value customer relationships, integrity, confidentiality, and helping people to achieve their goals. These values would be seen throughout your business and might be reflected in how you not only market, but how you handle your customer interactions. For example Apple's Brand values of innovation, simplicity and ease of use are seen throughout all of their product development and marketing.

This is a great video to watch, Simon Sinek explains the importance of a brand in a simple but powerful model - starting with a golden circle and the question "Why?"

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