Brands are defined by how people feel about a product, service or organization. This ‘brand feel’ is the result of brand experiences gained in all brand touchpoints.
Why are some brands experienced as strong and occupy a direct top-of-mind position for specific associations? In other words: why are some brands experienced as ‘authentic’? Authenticity is achieved through a consistent brand experience in all brand touchpoints.
Because these brand touchpoints are designed by people, in departments and at agencies, it’s vitally important to define brands clearly and centrally. The first requirement is to define the brand identity. Brand identity consists of a range of elements including:
- Brand promise
- Brand essence
- Visual brand identity
- Verbal brand identity
Next, design decisions are be made during the development of new brand touchpoints. Defining how the brand must be implemented in each specific case. These decisions are laid down in design guidlines for development of similar brand touchpoints in the future, for example covering:
- Layout of advertisements
- Signage on vehicles
- Design language of packaging
SyncForce allows you to centrally define the total brand identity, the relevant design guidlines and all the associated
digital assets. These are then made available in the online
brand identity guide for marketing, sales and creative agencies that are creating new brand touchpoints.
Making the brand identity and design rules available is the first step towards brand consistency. The next step is to orchestrate the creation of new brand touchpoints in SyncForce using design management principles. That means putting the brand identity at the heart of
new product development and marketing creation.