If a business were a person, its brand would be the personality, and the clothes the style. So how do you stay current in an ever-changing world where fast fashion is the order of the day and trends disappear faster than yesterday's memes. And most importantly, should you follow these trends or stay true to your personality?
In recent years, we have seen the development of many start-ups that have become the “cool kids” of business, while established companies have changed their appearance precisely to become more approachable, more human. In general, brand design systems have become more attractive, dynamic and more eager to attract attention, whether or not you are part of their target.
As we begin to consider existing trends, we must not forget a few basic rules of brand design.
The brand must resonate with its audience
Consumers have an identity, and the products or services they choose are a reflection of their identity. Their favorite brands talk about what they like and what they are, using familiar language.
The discovery process does not always come naturally for a business. While start-ups start with the advantage of having a fresh image, from scratch, a mature company must weigh the risks and benefits associated with a rebranding. Some companies go through rebranding processes with great success, while others fail. Target, an example of rebranding with a happy ending, has repositioned itself from cheap and generic to a well-designed chain of stores aimed at middle-income families. On the opposite side, Pepsi, in a struggle to find a symbol as memorable as that of its competitor Coca-Cola, has gone through several design changes, but has repeatedly failed to create a real connection with its audience.
Good design is (still) immortal
We often hear this phrase, but it is still valid today.
A golden rule in design is that visual language should be simple, direct and accessible. From Facebook blue to McDonald's golden M, Adidas stripes or Apple's surgical clarity, visual elements that correctly represent the brand's personality can be instantly identified and assimilated by the public. Simplicity, or better said, the lack of superficial tricks, provides a solid foundation on which to build and maintain the current brand.
If in doubt, resort to a tough but honest brand audit
It's usually hard to look at yourself with a magnifying glass and be able to tell the difference between what you want and what you need. A brand audit allows you to take a step back to see the big picture and gives you the right tools to refine your long-term strategy. The audit will assess the core of your brand — its personality, values, goals and mission, helping to reflect them in a consistent visual language that will facilitate better communication with your audience.
Conclusion
Just like you or your business, the brand is in a continuous process of developing its unique personality and refining its style.
Stay true to your brand.