Risks and Rewards of Rebranding

Risks and Rewards of Rebranding

ENG  |  ESP

Risks and Rewards of Rebranding

Rebranding can be done right and can be done wrong. It is a risk, but one worth taking. How can one know when to take such risks? With clarity.

Vector eye with the iris the color of the rainbow and a background full of stars and groovy colors showing the spectrum of light humans see

Let’s begin with what a brand is. Marty Neuemeier says that a brand is a person’s gut feeling about a product, service, or company. Simple enough, it is what a group of people think or perceive a company. So what is rebranding then? If a brand lives in the audience’s mind, then rebranding is an attempt to change that perception. It is something you can’t control but that you can influence. If done right, it solves a problem. If done wrong, it becomes a problem.

What are the risks
of rebranding?

Is rebranding a risk? Yes. There is a reason big companies pay a lot of money to expert agencies. These agencies are great at brand management. The least risky option is usually the best option. It is an investment in the future of a company.

Just consider what comes along with changing a logo. Chances are it will need to be changed in more places than just the Instagram profile picture. Everything has to be remade to reflect the new brand. That costs a lot of money and time.

Another issue to consider is about being recognizable. A drastic change of appearance might make the brand unrecognizable to its customers. Resulting in a decrease in sales if they can’t find the new product on the shelves. And what if it is a beloved brand with incredibly loyal fans such as sports teams? Even a small change will anger fans that have grown to love the existing brand.

Loss in sales? Angry loyal fans? That doesn’t sound good. So, yes, rebranding is a risk. However, the far bigger risk is a rebranding carried out incorrectly. If that happens, it will lead to all the consequences we talked about before. It can destroy a brand’s equity, consequently making a company much less valuable than it was. Let’s look at some examples.

Tropicana

Tropicana decided to change its packaging in 2008, and it did not go well, to say the least. The new packaging made the brand unrecognizable by removing the most beloved and recognizable element: the orange with a straw. After a month of complaints and a 20 percent drop in sales, corresponding to approx. $30 million in losses, Tropicana changed back to the old carton.

GAP

GAP tried to refresh its logo back in 2010. The rebrand was received with so much backlash that it changed back to the original in just a week. You read that right. One. Week. The backlash included a mock Twitter account and a website called “Crap Logo Yourself” that let users make their own Gap-inspired logos. The logo lost its personality into something dull and generic, resulting in all the chaos that followed.

Coke

Pepsi had a moment of brilliance when it released the Pepsi Challenge. The challenge was a blind taste between Coke and Pepsi. Pepsi was picked over Coke by a significant margin. Then Pepsi advertised the results, showing people picking Pepsi. This sent Coke into a frenzy resulting in the launch of the New Coke. The result? It didn’t go as planned as 400,000 people wrote letters demanding that they change it back. Coca-Cola returned to its classic formula a few months later.

Mastercard

Mastercard is one of the most ubiquitous brands in the world. They are recognized globally in an instant. This is why it’s rebranding in 2006 caused confusion with its audience. The problem was the idea behind the execution. If the most distinguishing aspect of their logo is the two circles, adding a slightly off-centered brownish circle with a gradient on top will not help. This actually made the two original circles lose protagonism. Mastercard eventually returned to its old logo. A decade later they did it right.

What are the rewards
of rebranding?

I am not trying to scare you. It is just a precaution. Rebranding should be handled by experts in the field because it is critical to get it right. It is an investment in the future of the company. If done right, rebranding a company can put a brand in a better position to succeed.

Many businesses and organizations with decades of history are missing out on the rewards of a unified, recognizable brand identity. I understand the sentiment behind “if it ain’t broke don’t fix it,” but with room for improvement, it would be unwise to not take it. With so many years in business and not having a clear guideline to what colors, fonts, logo variations to use, a company’s brand identity starts to get muddy. Renewing the brand can bring consistency to it. And the guidelines that come out of it will save time and money in all future marketing efforts.

“Rebranding is an investment in the future of the company.”

When a brand is consistent, it becomes recognizable. And if it is honest about their voice, personality, and what sets them apart, it will stand out from their competition. The ultimate gain is that it inspires customer loyalty. When a person trusts full-heartedly a company, it is the ultimate shortcut to a buying decision. Also, consider the 80/20 rule, where 20 percent of a company’s customers account for 80 percent of its profits. Finding what makes a brand unique and staying true to that promise and its most loyal customers is the right way to rebrand a company.

Last but not least, rebranding helps a business change the negative perceptions people might have about a company. Turning them into a positive. If companies try to take an easy way out by just changing a slogan and nothing else, customers will see right through it because they are too smart. A change in work culture, mission and vision, or a different business model might be necessary to correct course. A change in brand identity and messaging can signal a change, but it must be real in order to reap the rewards of rebranding. Let’s look at some examples of rebranding done right.

Mastercard

A decade after their failed rebranding, Mastercard hired Michael Bierut from Pentagram to do their rebranding. What made the Mastercard brand recognizable? Easy, the interlocking red and yellow circles. By simplifying the circles and dropping the name below, Mastercard became easier to recognize. An approach opposite to what that done a decade before. Mastercard also has guidelines on how to use the iconic interlocking circles online, making it stay consistent around the world saving countless time and effort.

Van Leeuwen’s

Brooklyn-based ice cream brand Van Leeuwen hit the nail on the head with their rebrand. It was beginning to be overlooked by customers with too many ice cream options, and most packaging tried to communicate too much information, including Van Leeuwen’s. To solve this problem, the owners turned to Pentagram partner Natasha Jen. By keeping the familiar script for the wordmark, using cheery pastel colors, and stripping all the extra clutter, Natasha and her team made the brand stand out from the competition. The packaging looks delicious, just like ice cream, with rich and delightful colors helping sales rise by 50%.

Apple

In 1997, Apple was close to bankruptcy. Enter Steve Jobs. An artist at heart, Steve Jobs saw it as a priority to release well-made creative products enhanced by beautiful packaging. At the time, Apple had too many products compounded by poor marketing and branding. The new products released under Steve Jobs were reliable and elegantly designed. Not only that, but how they were packaged, advertised, and marketed was a thing of beauty. All directed by Apple’s belief in the simple, not the complex.

Old Spice

In 2010 there was a stigma that Old Spice made you smell like your grandfather. Not exactly appealing to a younger generation. With the clever ad featuring Isaiah Mustafa telling women to “Look at your man, now back at me,” Old Spice started to change its tone and positioning. The ad and videos that followed with the same witty bravado changed the way Old Spice was perceived by the general public. They didn’t change the logo but changed the experience.

Choose wisely

Rebranding can be a risk. Plenty of times risk is worth taking. With the correct guidance, rebranding can only improve a brand by setting the right direction for the future. Whether it be a name change, a change in identity, or a change in communication, it must first be analyzed, and then carried out.

We are a branding & design studio based in Honduras

Let's talk about you!

hola@studiomondos.com

©2024 Studio Mondos | Hosted by HostingerPrivacy Policy

Does your business need a website?

ENG  |  ESP

Does your business need a website?

You live in a digital era.
Your brand should too.

Vector eye with the iris the color of the rainbow and a background full of stars and groovy colors showing the spectrum of light humans see

Are websites necessary for everyone or just for some? Does your business even need a website?

Maybe you’re thinking about creating a website for your business but you are still unsure or you already have one but you don’t see the need for one anymore and would rather stop paying to have a website that is not even being viewed. Perhaps you think your business doesn’t need a website but will keep reading this blog post out of curiosity.

If your business doesn’t have a website and/or think your business doesn’t need one, consider this: You might be right and not need one, but have you thought about what you are missing by not having one?

You are missing out!

Let me give you 5 reasons why having a website is important for your business:

Your business’s information available 24/7
A website shows your information (services, products, prices, schedule, etc) all day, every day. This means clients can research your business on their time. This makes it easier for them to know if you have what they are looking for. With a physical store, they only have a limited timeframe to do their research (this also includes email, text, and social media messages). With a website, all the information they need is already (and should be) there.

You are in control
Social Media is another great way to have your business online but you have to abide by their rules. Social media cares about itself and will change the rules that best benefit THEM. Not to mention you are competing with more brands. Your website is only about you. You set up your own rules. You are in charge of having and maintaining your business online.

Clients see what you want them to see
Are you having a special sale? Show it to your clients as soon as they visit your website. Do you want them to click a specific button? Help them get there. You can guide your clients to go where you want them to go and help them make an action you want them to make.

Have an advantage
Does your competition have a website? No? Great! It’s the perfect time to make one before them. If they DO have one, what are you waiting for? Clients should be knowing about your business first.

Your business on your client’s hands
Everyone uses a phone now. Having a website makes sure that they have you right on their hands. Why wait for them to make time for your business when they can be making a decision right there on their phones? (See why available information 24/7 is important?)

Besides being important, having a website also has its benefits:

Exposure
A website is a perfect place to show off your best work. Architect? Display your renders. Doctor? Display your studies and successes. Restaurant? Show off your place and menu. Event planner? Show us some photos of your events. Selling a service? Exhibit your achievements and results. Selling products? Show them to us. Post everything on your website and share them on your social media. 

Professional email address
When you buy your domain, you usually get an email address. Instead of sharing an email like mybusiness@gmail.com, share one with a nicer tone like hello@yourbusiness.com. It looks nicer and more professional. 

Sell 24/7
If you want to sell on those hours that your shop is closed, an e-commerce website is a must. Why only sell from 9:00 am to 5:00 pm when you can be selling all day long?

Credibility
Having a website makes your business more official. Remember we live in an age where everything is online and everyone expects everything to be online. Putting yourself and your business on the digital map creates more credibility.

“You live in a digital era.
Your brand should too.”

What do you think? Are you considering having a website for your business now?

If you are, start here:

Get a domain name
The domain is the name of your website – www.yourbusiness.com, for example. To buy one, just search for websites that sell domain names and see if the name is available. You can also get creative with the domain extension. Instead of buying a .com domain, you can have fun and choose something like .art, .media, or .events. One of our clients got a .fun domain and we love it because it goes perfectly with their brand.

Get a hosting
This is where your website will be stored. Just as buying a domain, you need to search for websites that sell hosting plans. Most of these companies already offer both products. We like Hostinger (affiliate link).

Quick Tip: When choosing a hosting plan, look for one that will give you an SSL Certificate and enough space that won’t affect the loading speed of your website.

Start designing
If you are a small business, buying a template is a great way to start. But if you are a bigger company or you already have a website, look away. Your brand and your clients deserve better. Your website needs to be personalized to your user’s needs and a template won’t give you that. If you want your website to work, you need at least a basic strategy.

Your clients should have a great experience when navigating your website. If their experience is bad, they won’t come back, or even worst, they will stop trusting you. Your website is a part of your brand.

If you have any questions about websites, want a website, or if you want to know how a website will benefit your business specifically, send us a message. We will gladly guide you with any questions you might have.

Good Luck!

We are a branding & design studio based in Honduras

Let's talk about you!

hola@studiomondos.com

©2024 Studio Mondos | Hosted by HostingerPrivacy Policy

Eye see what eye want

Eye see what eye want

ENG  |  ESP

Eye see what eye want

Humans are visual creatures. We use our sight for many things, and the beauty we see can move us physically and emotionally.

Vector eye with the iris the color of the rainbow and a background full of stars and groovy colors showing the spectrum of light humans see

Years ago a friend gifted me a book called “La ciencia nuestra de cada día” by mexican writer, Francisco Rebolledo. The book is composed of several essays, in which Francisco masterfully writes about science and how it affects our daily life. It is an exquisite combination of brains, beauty, and history. Out of all the essays, one that stood out to me was El Mundo del color (The world of color). In it, Francisco argues that humans are animals of vision and rely more on vision than any of the other senses. He insists that our vision of the world, the language in which we express said vision, is full of color.

Studies have shown that half of our brain is directly or indirectly dedicated to processing visual information. This makes us visual creatures that judge, choose, and form opinions mostly based on what we see. You can imagine that as a designer, I find this extremely exciting. This is mainly because I try to bring beauty into the world of business, and indeed to everyday life using art and design.

Lucky designer

I find myself extremely lucky because I get to have a job that I love doing. I love to create. And more importantly, I get to work with passionate people and help them capture their vision. When we start a business, all we have is a vision. A hope for the future. There is a clever quote by Brian Collins that says, “Design is hope made visible.” Brian perfectly captures what it is that we designers strive to do. We help make that hope something real and tangible, something you can see.

I love colors too. I love them all. Some more than others depending on how they are used. There are endless possibilities when choosing colors for a brand that it would be a crime to not consider some. For instance, you might think that gray is dull, but Apple uses a lot of gray and makes them look sleek and modern, on the other hand, you can be very colorful like M&Ms and look bright and fun. Colors impact our perception just like our moods, feelings, and behaviors as studies have shown.

Dress for success

So how can you use this to your advantage and “dress for success”? The colors you wear will say a lot about your brand personality even before you interact with others. But choosing the right colors, imagery, illustrations, etc. can be tricky. This is because associations can be good or bad. They can change over time and from culture to culture as well. So being informed about other cultures if you are an international company can save you from embarrassment and upsetting an entire culture. Adapting to the times is also essential. In these fast-moving times, constant improvement is important.

Another issue to consider is balance. Specifically, there are times when you have to stand out and shine, and there are times when you have to fit in and be familiar. Firstly, standing out will get you noticed in a sea of sameness. We rely mostly on sight to differentiate from the vast amount of information we get bombarded with daily. And secondly, being familiar will make you trustworthy. Trust is the ultimate shortcut to a buying decision. But the most important thing to keep in mind is that you have to be you. Authenticity resonates. At any rate, you can dress for the occasion and still be authentic. The key is to have the proper pieces.

Art in service to society

Now, let us consider the Arts and Crafts movement. It started late in the 19th century as a reaction to industrialization and technology lowering the status of the decorative arts. There was a great deal of machine-dominated designs without aesthetic concerns. John Ruskin inspired the philosophy of this movement. He believed that beautiful things were valuable and useful precisely because they were beautiful. Ruskin wanted a union of art and labor in service to society.

Another important figure in the Arts and Craft movement was William Morris. Morris tried to implement Ruskin’s ideas. He thought that the tastelessness of the mass-produced goods could be addressed by a reunion of art with craft. Art and craft could combine to create beautiful things, from buildings to beddings. With Ruskin’s purpose in mind, the movement ended up reforming the design and manufacture of everything from buildings to jewelry. The movement marked a change in the value society placed on how things were made. Now fast-forward some decades later, and you have Andy Warhol elevating Campbell’s soup to high art. You have a common product considered as an art form.

“beautiful things are valuable and useful precisely because they are beautiful”

You see, bringing beauty into the world of business is not opposed to achieving business goals but rather an important part of it. Studies have shown that “we reach out for attractive things; beauty literally moves us.” You see something you want and decide to get it. It is how we operate as animals of vision. In short, art is useful in service to society, as the Arts and Crafts movement believed.

We are a branding & design studio based in Honduras

Let's talk about you!

hola@studiomondos.com

©2024 Studio Mondos | Hosted by HostingerPrivacy Policy

Logos going flat. Should you do the same?

Logos going flat. Should you do the same?

ENG  |  ESP

Logos going flat. Should you do the same?

If you are planning on changing the face of your company, do it for a valid reason; not to follow a trend.

Have you noticed how many companies changed their logos in the past few years? Most changes seem to be following a trend: flat, minimalist logos. Have you thought about following their steps and changing your logo to a flat or minimalist version?

Before you do, let’s talk about both concepts; because flat and minimalist are not the same thing.

When we talk about flat design, we mean a design with no gradients or shadows. It’s just a base color flat on the paper. Minimalist, on the other, means a design made with the least amount of elements.

An example of a flat + minimalist design is McDonald’s, where the only element is their yellow M. You don’t need any other element or effect to recognize the brand.

And an example of a more flat + maximalist design would look something like Guinness’ new branding where they added more detail to their icon. Even though the main logo has textures and shadows, they also have a flat version that includes the new details.

Another example of a brilliant flat, minimalist logo is Nike’s Swoosh. In contrast to Unilever, which is a great example of a flat, maximalist logo design.

So, why are brands going flat/minimalist? One of the biggest reasons is that we live in a digital era. Logos need to be displayed as big as possible on billboards and small as possible on mobile websites or favicons (the tiny icon on your browser tabs).

Other reasons may include changes inside the company, an image refresh, wanting to attract a new or younger public, or focusing on different products/services.

Changing your brand’s logo to flat + minimalist does have many pros. Some of them are:

Preservation of details
Since minimalist logos have few elements, it makes them flexible to use across many platforms. The logo will always look crisp, and it won’t be losing any detail when making it small. Great examples are Correos and Starbucks.

Easy to remember
Again, since they have few elements and use fewer colors, they are easy to remember and easy to recognize — just like Domino’s and MasterCard’s new brandings.

Trendy look
They match our times. You wouldn’t want your logo to look like something old and out-of-date! That would not create trust.

Versatile
It makes it easy to create variations of your logo — horizontal, vertical, round, etc. It is also helpful if you have or want a brand ecosystem, just like Google.

Timeless
Imagine not having to change your logo every five years. Having a minimalist logo could save you from future changes since there’s no need to fix or change anything. It’s already timeless. Sure, some tweaks could happen but nothing major will change.

Look at Shell. Their logo hasn’t changed in years!
Coca-Cola, Nike, and WWF have also kept their logo since the 90s and 2000s.

Some other honorable mentions are NBC, ABC, and National Geographic; who, even though made small, recent changes to their typography, have kept the same icon for years.

But even though making this change has excellent pros, it doesn’t mean the change doesn’t come without consequences.

Some of the cons are:

They are trendy
I know I said that being trendy was a good thing, but remember, trends go by fast. Your new minimalist logo will be acclaimed for a few years until the new logo trend comes, and you will be forced to make another change.

Nobody likes change
People tend to resist change. Sometimes, brands grow with certain people, and when they change, those people usually get upset. This is a common issue, and many big brands have had a lot of backlash after rebranding.

Lacks distinctiveness
Sadly, some brands lose their personality or what made their logos unique. Some brands like Petco and Staples, for example, appear to have lost the uniqueness of their logos when they went flat and minimalist. We certainly don’t know the details or reasons for the changes they made, and it’s easy to just compare the old and the new without any more information.

Still, it is quite common for this trend to make logos look generic.

So, the question now is: Should you, as a big, medium, or even small business, change your branding to a more flat and minimalistic version?

Well, if you want to make the change because you want to follow a trend or do it with no reason or purpose. I would recommend against it. Sometimes the changes should be done inside your company before changing the outside.

And if you want to do it because significant changes are happening in your business, consider not changing just the logo. Create a whole identity system that will accompany your logo. Just like Dunkin’, Burger King, Dropbox, and Vitamin Water did.

Good luck!

We are a branding & design studio based in Honduras

Let's talk about you!

hola@studiomondos.com

©2024 Studio Mondos | Hosted by HostingerPrivacy Policy

Grandma’s pancakes and customer service

Grandma’s pancakes and customer service

ENG  |  ESP

Grandma’s pancakes and customer service

My grandma could teach you a thing or two about customer service. The way she treated us was better than any five-star hotel.

stack of homemade pancakes on a red plate

My grandmother lived with my aunt three hours away from my hometown, and I remember she always made pancakes for my siblings and me for breakfast. A simple experience, but it had that magical nostalgia that made it unforgettable. It wasn’t just about the pancakes. It was about everything else that came with it. I learned that you can’t have great service if you don’t have empathy and love.

She woke up at six in the morning every day, and the sweet smell of the delicious pancakes she was preparing woke me up. I dragged myself out of bed and went straight to the dining table to see the plates laid out on the table with forks, knives, and everything set. All ready to sit down and start eating. After we said our good mornings, she would ask me if I wanted coffee or orange juice. I always chose the latter, and she knew that. But she felt she needed to ask if I wanted something different that day, which I occasionally did. Then I sat down, and in the middle of the table would be a stack of her freshly made, glorious-looking pancakes. They seemed to be straight from stock imagery — even golden brown and notably fluffy. They also smelled like heaven on earth.

I ate as many as I could. Each bite was a delight. The pancakes were soft and fluffy, and each mouthful melted in my mouth. It was impossible to eat just a few. I added honey and butter to mine, which were both there on the table for all to use. Not only that, my brother tells me that grandma was quick. No matter how fast he wolfed them down, he was never able to keep up with her. And my brother eats as if his life depended on it. So, there was plenty to go around and to have everyone full and happy.

My aunt told me she used butter, sugar, flour, milk, eggs, and soda. Nothing more, nothing less. Just basic ingredients. Now, to me, that is where her magic is. My grandmother did not do any fancy recipes. There was no extra secret ingredient, but it was all just very well done. She knew that if you are going to do something, you do it the right way, from her attention to her cooking to her care for us. She just wanted to give us a delicious meal to start our day. And she did it the right way.

“if you are going to do something, you do it the right way”

Now, did my grandmother have a degree in customer service? No. She just knew that giving us a wonderful meal and fulfilling our unexpressed wishes would make us happy. She anticipated our wants. That is why she was a great host.

Unexpressed wishes

I like the phrase fulfilling our unexpressed wishes. But I must admit, I saw it while reading a book called Zag by Marty Neumeier. Marty writes about the Ritz-Carlton hotels and their credo, “The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.” He goes on to say, “there are two ways to fulfill those unexpressed wishes: the analysis of many data points over time, and the practical application of empathy.”

Certainly, my grandmother did not think about data points over time, and she did not have an excel sheet or graph to see how she could improve. But I am sure she perfected her pancake breakfasts through the years. I know this because she would ask how it all was. She would tell my aunt to buy the orange juice that she knew we liked. Everything she did had her signature on it — empathy and care.

Now, I haven’t been to a Ritz-Carlton hotel. So, I can not say from my own experience if they do fulfill those unexpressed wishes. It is a mighty task. And come to think of it, I rarely feel my unexpressed wishes fulfilled. When I ate pancakes for breakfast made by my grandmother was a prime example. Now, granted, it is difficult for a business to recreate a bond between a grandmother and her grandson. But even if you fall short, you will do better than most if you try. And that is extremely valuable.

Grandma knows best

So what can you do to improve your customer service? Here is what my grandmother would suggest:

If you are going to do something, do it right. Set your table, store, or service just right so the customers can have all they need.

Serve great food or deliver a great product. You don’t need anything fancy but make it good enough and improve on it over time.

Treat each customer as an individual. Each customer has their personality, and they are not just another number. Remember their likes and dislikes. If possible, remember their name. Dale Carnegie said, “Respect and acceptance stem from simple acts such as remembering a person’s name and using it whenever appropriate.”

Unexpressed wishes. To anticipate your customers’ wishes you need empathy and care. Most importantly, it is about them having a great experience.

Why should you follow my grandmother’s advice? Well, she sadly passed away about ten years ago. But she is alive and well in all her children’s, grandchildren’s, and great-grandchildren’s memories. Those moments we spent with her will always be ours. I miss her and how she showed her love. I bet it would be nice to hear those words when they talk about your customer service. Be sure that everything you do, you do it with empathy and love and that you do it right.

    We are a branding & design studio based in Honduras

    Let's talk about you!

    hola@studiomondos.com

    ©2024 Studio Mondos | Hosted by HostingerPrivacy Policy

    I just want a logo. Why do I need a brand manual?

    I just want a logo. Why do I need a brand manual?

    ENG  |  ESP

    I just want a logo. Why do I need a brand manual?

    A brand manual is one of the best tools to help your business create customer loyalty. Are you using yours?

    Have you ever built any furniture? A shelf, table, or even a chair. There are so many pieces, both big and small. You place everything on the floor. But, where do you even start?

    You know how the furniture looks like; you saw it at the store, maybe you are looking at how it appears on the box. Would you be able to build it without the help of a manual? Maybe. Maybe not. Either way, having a manual giving you clear instructions might help you assemble it correctly, speeding up the process.

    How about technology? A phone, a computer, a game console, or even a car. All these things have manuals. Are you one of those few people who take the time to read it? Or are you like me, who wants to start using it right away? Then, sometime later, you find out you haven’t been using some cool feature because you didn’t read it in the manual? It was just a piece of paper in the way. I’ve had so many “Oh my God! I didn’t know I could do that!?” moments. I could have been doing that since the start if I had at least given a peek at the manual.

    Thankfully, a brand manual (or brand guideline) instructs just like the one that came with the shelf and the phone. You could do fine without one but boy, are you missing out on your brand’s full potential! You could even be harming it without even knowing.

    So, what exactly is a brand manual?

    To put it simply, your brand manual is a guide on how to use your brand correctly.

    It’s a set of clear rules that tells you what you can and can’t do with your brand and brand elements.

    As designers, we create brand manuals because we want to see you succeed. While we are working with you on the project, we are making the design decisions. We already know what to do and what not to do with your brand’s image.

    We make it seem easy because we are good at what we do (modesty aside, of course), and you trust us to do our best job.

    Now, think about what happens once we finish the project, and we send you a google drive link with all your brand elements.

    You see a folder with your logos. Inside that folder is another folder with your logos on RGB and CMYK. And inside those folders, you have more folders! .png, .jpg, .svg, .ai… We are only talking about the one version of our logo, by the way. What if your brand also has 1, 2, or ever 3+ versions?

    Then you open the fonts folder. You see, maybe two folders with two font names. Inside those folders, you see the font’s name followed by regular, bold, italic, bold-italic, semibold.
    What does it mean?

    You still haven’t even opened the other folders. What is going on!? Why so many folders?! How do you know what logo to use? What color? What font? Are you even going to use ALL OF THIS!?

    Well, yes. You will eventually need to use everything we send you on that link.

    Let’s say you start playing around and try to design a post for Instagram, but the artwork doesn’t look like the mockup we showed you while presenting the project. Wouldn’t it be nice to have an idea or a guide on how to use all those elements correctly?

    In the same way, you hire a designer to manage your social media or printed arts. How can you be sure that the designer is doing a good job? The designer is doing an okay job, but it’s not quite similar to the examples we showed you when we showed you the final brand image. Wouldn’t it be nice if the designer had an idea or guide on how to use those elements correctly, optimizing your brand?

    Ah! That would be nice. Having a brand image that looks consistent and easy to recognize would be very nice.

    Take a look at some of the world’s most recognizable brands. Have you ever wondered why it is so easy to spot an Apple product or ad without even looking at the apple? Or how easy it is to recognize a Nike ad even though they don’t stick to specific colors or styles? But you see the photo and the messaging and say, “Ah, yes, that’s Nike.” Or you see a billboard with a red background and a silhouette of a bottle. You already know it’s Coca-Cola.

    You can recognize those brands without looking at their logo because they follow their brand manual.

    Some brands even have their brand manuals on their website. Have you seen MasterCard’s? Have a look.

    All these big brands care about how their brand looks. And they care A LOT!

    But why do they care so much? How bad would it be if they didn’t follow the guidelines? I don’t think they want to risk not following their brand manuals.

    So, here are five reasons why you should care as much as they do:

    1. Consistency.
    Having a consistent brand image says you have control, and you know what you are doing.

    2. Happy audience.
    Your brand should always be talking to your audience. You want them to keep coming back. Right?

    3. Loyalty and trust.
    Points 1 and 2 make this possible. If your brand’s image is consistent, your audience will trust you because they will feel like they know you. And if you keep talking to them, they will stay with you.

    4. Makes your brand attractive and easy to recognize.
    We all want new clients. In a sea of competition, we need to stand out.

    5. Avoid misuses that can harm your image.
    We need to stand out but in a good way. Have you heard the saying “nobody notices when you do something right, but everyone notices when you do something wrong”? Sometimes bad publicity is just bad publicity. Better safe than sorry.

    Bonus: Following your brand manual shows you care about us designers.
    Every time you misuse your logo, a designer cries. Or we are very close to doing so. We spend a lot of time creating this project with you, and we want to see it grow just as you do. We can’t be next to you on every step after the project is done, and that is why we work just as hard on making your brand manual. It makes us very happy when you use it correctly and see how people love your brand. Don’t deny your brand being the best it can be.

    Once we give you your brand, it’s your responsibility to keep your brand image intact. Give the manual to any designer, print shop, or social media manager and make sure they follow it. They should do fine with all the information.

    Be the Kevin Feige of your brand. Share that vision and unity and, slowly but surely, you will see it bloom.

    And as a shameless self-promo, if you need help with your brand’s image and want everyone to see your brand’s full potential, we are here for you.

    Good luck!

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