Managing your visual brand A visual identity is much more than a logo. It’s a strategic
communication platform that can boost your business if you manage
it well.
A lot of time and money is spent on developing visual identities,
but most organisations don’t get return on their investment,
simply because the visual identity is not managed strategically.
if
discussing design ends up in personal preferences on colours
...
and
you want a strategic discussion about your visual brand.
Get the organisation
to embrace the corporate visual identity
...
if
all departments want their own logo
...
and
you need them to endorse your corporate identity.
Get top management
buy-in
...
if
top management isn’t used to investing in design
...
and
you need to get their support for the visual identity.
Set up processes
for handling design
...
if
your logo and design are cool but nobody knows how to
find help or approval
...
and
you need to set up the organisation and processes for
handling design.
Take your
visual identity global
...
if
the visual identity works fine locally
...
and
you want to go global to a world-wide audience.
Prioritise
your design budget
...
if
your needs for design are higher than the budget
...
and
you have to make a strategic prioritisation.
Plan a new
visual identity
...
if
it is time for a new visual identity
...
and
you have to find the right way to plan and facilitate
the project.
Re-vitalise
your visual identity
...
if
your identity is losing consistency and too many colours
prevail
...
and
it’s time to clean up and define clear processes.
Create the
right brief for the agency
...
if
it is hard to specify what you need
...
and
you want a document that secures mutual understanding
and clear deliveries.
Build the
modern brand guide
...
if
only a few people understand what the design guide is
all about
...
and
you need a modern brand guide that serves the needs for
the organisation, agencies and business partners.
kreutzfeldt is a Copenhagen-based communications and brand management consultancy. kreutzfeldt supports you in corporate communications, brand strategies, activation and design management.
