There are many variables to consider when hiring an outside partner to launch, reintroduce or fine-tune a brand. Such variables often pose a challenge to companies seeking a brand partner since many do not understand how to identify variables or why they are important. Before entrusting any outside firm with your brand, a number of items should be understood and discussed with potential partners.
The need to update or reinvent a brand is a natural evolution and usually a requirement at some point during a company’s lifecycle. Times change, products develop and missions shift direction. In order to remain pertinent, congruent and up-to-date, a company’s brand identity must adapt. Inevitably, the challenge of keeping a unique voice will present itself. With so many corporate marks, type treatments and messages already in use, and with technology making our world smaller and smaller by the year, it is becoming more difficult for the designer’s creative process to remain fresh and unadulterated. Whether intentional or unintentional, designers and agencies often cross the line of “inspired and influenced by” to “copied and taken from.”
Over time, I’ve observed executives who believe an article in the paper, a speaking engagement at a tradeshow, or a creative press release will instantly draw them into the perpetual limelight.
Sadly, public relations is one of the most misunderstood and undervalued disciplines by top management. It’s a frightening thought considering that PR is the single most important marketing tool for building brand and steering public perceptions.