BRANDS AREN’T MADE IN BOOKS

New Zealand Marketing - - Insight Creative -

Most or­gan­i­sa­tions have a brand book, which clearly out­lines the fun­da­men­tals of the brand. How­ever, a neat list of char­ac­ter­is­tics in­cluded in a brief doesn’t guar­an­tee co­he­sive­ness when a brand is placed in the hands of your agency part­ners.

“Peo­ple of­ten fool them­selves into think­ing that they un­der­stand the brand, be­cause they have the brand book, but all they un­der­stand is the rules, not the think­ing be­hind it,” says Gian­noulis.

“Usu­ally the brand book is about the vis­ual iden­tity guide­lines, but of­ten they do not ex­plain what a brand stands for and how it should make au­di­ences think and feel.”

Quite of­ten, th­ese brand books are be­queathed from one mar­ket­ing man­ager to the next, which means the orig­i­nal story and think­ing be­hind the brand might be­come lost.

“Brands can get un­stuck a few years down the track when new staff, who weren’t in­volved in the orig­i­nal con­cep­tu­al­i­sa­tion, try to in­ter­pret what the brand stands for from vague guide­lines in a book. Add to this, both they and their agen­cies try­ing to put their own spin on it.”

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