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Authentic Expressions

By: Aniko Hill
Posted: June 9, 2008, from the June 2008 issue of GCI Magazine.

page 5 of 6

2. Believing one great piece will do the job.

A logo, Web site, brochure or package design alone is not enough to communicate a solid and dependable brand identity. The key to consumer confidence with your brand is consistency—which means it must be communicated across all touch points to be successful. There is never a quick fix.

3. Too many cooks in the kitchen.

It is essential that there is a designated team within a company assigned to lead a branding campaign. Since branding is highly creative and sometimes subjective, it is easy to fall into the trap of “design by committee,” especially within larger corporations where too many decision-makers add personal opinions into the mix.

Personal opinion, to a degree, is important because company leaders must feel good about how they are communicating to their audience, but it is critical to remember that good branding is targeted to a specific market that may or may not align with the sensibilities of the individual expressing the opinion. It can be hard for decision-makers to separate their personal feelings to make objective decisions, and the more people involved the more confusing this process can become. The result is often a watered-down, “vanilla” brand that is trying to please so many people that it ends up not making a strong statement of any kind.