See a condensed version of the article written by Creative Director Andrew Robinson for Private Life Magazine which outlines the theories behind understanding brands and creating engaging and compelling experiences. Mindcorp.co.uk

1. Understanding Branding
See a condensed version of the article written by Creative Director Andrew Robinson
for Private Life Magazine which outlines the theories behind understanding brands
and creating engaging and compelling experiences.
Successful brands evoke emotions and strong, loyal connections with their audience
through a clear set of shared values. As Andrew Robinson explains, this is not
designing logos, it is creating engaging and compelling experiences
Brand Identity is the tool marketers use to articulate the rules for brand gestures.
One thing is for sure: somewhere along the line, the word branding got mixed up with
the word logo. While it’s established that brands are far more than logos, it seems that
creating visual identities with rich emotional character and authentic connection still
eludes many marketers. At its basic level, corporate and brand identity programs are
an expression and reflection of the brand’s culture, character, personality, and the
products and services they offer, inspiring trust with consumers, customers,
employees, suppliers and the investment community.
But branding can be a curious process and without consideration of the ‘touchpoints’
of that brand, an agency and its client can come unstuck with its positioning, styling
and assessment.
The age of social media and the web is altering how brands express who they are and
why they matter. The shift to the “individual” from the “organisation” has brought a
new value system based upon the speed of change. The new generation of digital
brands: Facebook, Google, Amazon and eBay occupy a world of disruptive
innovation and the need for constant change. Brands that have created their own
visual language, culture and iconography from the energy of the digital environment
they were born into.

2. Branding strategy now has a six-month horizon and brand identities are created in a
much more informal structure than how corporate identity legends did things 40 years
ago.For an agency which specialises in corporate identity, brand strategy, campaigns
and digital projects, creating a corporate or product brand identity program today,
designers are challenging 20th century corporate values and creating
customer/consumer centric, multi-faceted user experiences that are flexible to the
brand’s individual needs.
Enlightened business leaders realise that they’re not designing logos, they are
creating engaging and compelling experiences. But most importantly brand identity is
meant for internal consumption. Once developed, the best practice is to get
everybody in the organisation to believe in what it stands for.
Mind Corporation Ltd.
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Andrew Robinson – Creative Director & Business
Developmentandrew@mindcorp.co.uk