In the shadow of The Brand

As designers, we get asked to design brand identities on a regular basis and without thinking twice, we always take on the challenge. Today was no exception. On the way back after our meeting with a new client, we started thinking about logos, payoff lines, symbols, colours and everything that goes into creating a brand identity. Designers came a long way with creating the most mind-blowing (and mind-numbing expensive) creative concepts, in true John Draper-style. But now we are a far cry from the era of blinding customers with shiny promises and selling gold foiled dreams.

Designing the brand identity is now the footnote and The Brand took centre stage. Remember, a logo (an element in your brand identity that makes you recognisable to the world) is not the brand.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
Seth Godin 

(define: Brand) Read the whole post here.


So why do we bother spending hours and hours designing just the right logo with the perfect supporting colour pallet, choosing the exact fonts and design elements if it is, in fact, the brand perception that carries all the weight? The things people say on the streets about your brand behind your back. If there is no brand loyalty, there is no brand value and no purpose or use for that perfectly executed logo and neatly laid out identity pack.

So why do it then?

It really got me thinking as people spend a lot of money, time and effort on a brand identity and still, the brand identity stands in the shadow of The Brand itself.

Then I realised it boils down to one thing.

Proof of life.

That is what a brand identity is. Proof that you are here. Proof that you exist. Proof that you got out of bed one morning, you raised your hand and said “Here I am” and you started a thing. You showed up and created something that has value. That logo will become your own personal beacon of light whenever things get hard and showing up every day gets tough. It’s a symbol of your effort, ideas, ideals and vision of what you want to achieve. It's your Front of House; the first friendly encounter the world will have with your business.

It is a show of respect towards what you do and a respectful salute towards your clients. They will care because you care. 

Let your brand identity step out of the shadows and become something more than just a mark on your business card.
It deserves a heartbeat of its own.