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You're embarking on a rebranding project. How do you harmonize innovative design with brand values?

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Embarking on a rebranding project is like navigating the high seas of the business world; you're charting a course to refreshing your image while ensuring you don't drift away from the core values that define your brand. It's a delicate balance between innovation and tradition, where your brand's heritage must be the compass that guides the design's creativity. As you set sail on this venture, remember that your brand's identity is your flagship, and the design is the wind in its sails—both must work in harmony to propel you forward.

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1 Understand Values

To start, deeply understanding your brand values is crucial. These are the pillars upon which your brand is built, and any new design must reflect these foundational truths. Think of your brand values as a blueprint; they should inform every creative decision in the rebranding process. When you're clear on what your brand stands for, you can ensure that every innovative design element you introduce is a natural extension of these values, rather than a departure from them.

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Bernadette Fitzpatrick

CMO | Creative Vision | Strategic Leadership | EX-LVMH, SEPHORA | Creative driven, Data inspired, Customer led. | Board Member SF | NY
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Core Values: Start by clearly defining and understanding your brand’s core values and mission. Brand Audit: Conduct a thorough brand audit to see what elements resonate with your audience. Collaborative Ideation: Engage designers and stakeholders in brainstorming sessions to merge creativity with core values. Consistent Messaging: Ensure that the innovative design elements (logo, colors, typography) reflect and reinforce the brand’s values. Feedback Loop: Gather feedback from customers and employees to ensure the new design aligns with brand perception. Pilot Testing: Test the new design in a small market segment to gauge reaction and make necessary adjustments.

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Ridha Sekhri

Brand designer bringing delightful visual experiences to life for startups and small businesses.
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Rebranding does not simply mean adopting trendy visuals for a "new and improved" look. Rebranding should be considered when a brand has outgrown what it started with. When a brand outgrows its definition of an ideal audience, values, beliefs, story, and unique value proposition, rebranding is key. For this, a brand needs to go back to basics and redo the strategy before working on a new design. Remember: Strategy ALWAYS informs design.

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Anne-Claire Ahouangonou

Brand & Marketing Director, ex-L'Oréal & Beiersdorf | Brand, Marketing & Business Strategy | Helping visionary beauty, luxury, wellness brands & founders to build brand equity to drive 8-figure Growth ?
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Embarking on a rebranding project means blending innovation with your brand's core values seamlessly. - Start by grounding your design in your brand’s DNA—know what makes you unique and irreplaceable. - Then, let creativity take the wheel but keep it aligned with these core values. - Engage your audience in the process; their feedback is gold. - Use cutting-edge design to amplify, not overshadow, your brand’s essence. - Test concepts to ensure they resonate emotionally while staying true to your mission

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2 Design Alignment

Next, aligning innovative design with your brand values involves a strategic approach. It's about creating a visual language that speaks to the future while honoring the past. Begin by assessing your current brand elements and deciding which can be refreshed to embody innovation without losing their essence. This might mean a subtle tweak in color palette or typography rather than a complete overhaul, ensuring that customers can still recognize and feel connected to your brand.

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Ridha Sekhri

Brand designer bringing delightful visual experiences to life for startups and small businesses.
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During the design phase of a rebranding process, you might find that the existing design is not benefitting the brand at all. In that case, a complete overhaul with strategic storytelling is a good decision. Whereas, if a design is already working for a brand and the audience already recognizes the brand through its visual identity then the solution is to intelligently improvise for an increase in impact.

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3 Creative Process

In the creative process, collaboration between designers and brand strategists is key. As you brainstorm, challenge each other to push the boundaries of creativity while staying true to the brand's core. This collaborative environment encourages a fusion of fresh ideas and time-honored values, leading to a design that's both innovative and reflective of your brand's identity. It's a symbiotic relationship where strategy informs design, and design amplifies strategy.

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Ridha Sekhri

Brand designer bringing delightful visual experiences to life for startups and small businesses.
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Brand strategy and brand design always go hand in hand. During my creative process, I keep referring to the brand strategy document to ensure my design is consistent with the strategy. It is a rule of thumb to ensure a successful outcome. The strategy document offers ideas to use in a brand's story for a truly innovative design.

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4 Feedback Loop

Creating a feedback loop is an essential part of harmonizing design with brand values. This involves presenting design concepts to a diverse group of stakeholders and customers to gauge their reactions. Their insights can help you refine the design, ensuring it resonates with those who matter most. This step is like holding a mirror up to your brand, allowing you to see if the reflection matches the image you intend to project.

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5 Iterative Refinement

As you progress, iterative refinement becomes your mantra. Rebranding is rarely a one-and-done process; it's an evolution. With each iteration, refine the design elements to better align with your brand values while also pushing the envelope of innovation. This could mean adjusting color schemes, fine-tuning graphics, or experimenting with layout until the design feels both new and familiar—a true representation of your evolving brand.

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6 Launch Strategy

Finally, when it's time to unveil your rebranded image, your launch strategy should be as thoughtful as the design itself. Plan a rollout that tells the story of your brand's evolution, highlighting how the new design elements are rooted in your enduring values. This narrative approach helps your audience connect with the changes on an emotional level, seeing them not just as a new look, but as a renewed commitment to the values they've come to associate with your brand.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're embarking on a rebranding project. How do you harmonize innovative design with brand values?

1

2

3

4

5

6

7

1 Understand Values

2 Design Alignment

3 Creative Process

4 Feedback Loop

5 Iterative Refinement

6 Launch Strategy

7 Here’s what else to consider

Brand Strategy

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You're embarking on a rebranding project. How do you harmonize innovative design with brand values?

1

2

3

4

5

6

7

1 Understand Values

2 Design Alignment

3 Creative Process

4 Feedback Loop

5 Iterative Refinement

6 Launch Strategy

7 Here’s what else to consider

Brand Strategy

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