Brand and identity
What is it? A brand is strongly linked to a specific product or service, like Montana wine, a Ford car, a Kit-Kat chocolate bar—but its identity is more elusive. As a client grows, a 'public face' becomes constructed in the minds of consumers, as much as the products that are produced.
How customers are treated, their impressions about the product, the service they receive combine to build up their impression—this is its identity and it is the intellectual property of the company and its consumers. For this reason a company's identity needs to be treated with the utmost respect.
A thorough brainstorming session between client and designer provides strong objectives. From this, the designers form a plan of action, which can be revised by the client until approval is reached. For an initial intensive period, the designers' role may be simply to restore order, only implementing change where necessary; provide a nurturing background from which healthy growth can prosper. Furnish a maintenance plan to monitor progress and keep the plan on-track.
