The BRAND Stand

Branding is a vital part of the business. Most companies are aware of it and spend lots of money on its maintenance hiring big firms to audit the brand to see if it still speaks the language of the products and service. If they are misaligned anywhere, it is realigned to maintain the authenticity of a brand. This is the sole reason why brand manuals or brand guidelines come into the picture. It’s curated carefully post lots of research, trials, and tests to reflect the brand voice and maintain brand consistency on all forums to keep the brand identity recognizable.

Companies that fail to act upon this end up losing businesses and customers. If a company’s brand does not align with its purpose, it could misrepresent the services or products, which could disappoint customers or even lose them forever. For example, imagine the logo of Nike placed on the cup of a Starbucks coffee; one won’t feel the temptation to taste it. Instead, one will gear up to run. Similarly, imagine the logo of the brand Apple on an android phone; it’s sure to make one feel it’s fake.

Every company grows up with time, and so does its branding changes with the change in perception, purpose, and vision of a company. It could either be a minor adjustment as a brand repositioning or a major overhaul as a complete remake of the company’s identity called re-branding.