Thoughts on maintaining organisational character while operating within a larger brand framework
Ice House Design
Designing new and refreshing existing brands. Creating courageous marketing communications – built to drive business.
Maintaining individual character while operating under an overarching brand naturally comes with some – mostly useful – tension. Sub brands operate like regiments within an army. They have specific traditions and heritage particular to them. However, it is obvious the broader mission is one that is shared. Brand and design agencies use brand architecture to help brands flourish in whichever system is best suited to their structure.
Audiences are more sophisticated and savvy than ever before. They expect the brands they engage with to be both authentic and consistent. But how can a brand balance the need for consistency with the desire for individual character? In this article, we will explore this question from a brand perspective.
It's important to understand what we mean by individual character. Individual character is a unique personality and tone of voice that a brand uses to communicate with its audience. This personality is usually reflected in the brand's messaging, visual identity, and marketing materials. Individual character is what sets a brand apart from its competitors, and it's what makes it memorable to consumers.
However, individual character will sometimes clash with a larger brand framework. A brand framework is a set of guidelines that define the brand's core values, mission, and vision. These guidelines ensure that every aspect of the brand's communications, from its messaging to its visual identity, is consistent and aligned with the brand's overall strategy. This consistency is critical for building brand trust and credibility.
So, how can a brand maintain individual character while operating within a larger brand framework? Here are some thoughts:
To maintain individual character while operating within a larger brand framework, it's essential to define your brand's personality. This personality should reflect the values, vision, and mission of the brand. For example, if your brand is focused on sustainability, your personality might be eco-friendly, authentic, and transparent.
Defining your brand's personality will help ensure that all communications and marketing materials are consistent with the brand's overall strategy. It will also help create a unique and memorable personality that sets your brand apart from its competitors.
Once you've defined your brand's personality, it's important to use a consistent tone of voice in all communications. A tone of voice is the way your brand speaks to its audience, and it should reflect your brand's personality. For example, if your brand's personality is friendly and approachable, your tone of voice should be conversational and warm.
Using a consistent tone of voice will help create a cohesive and recognizable brand identity. It will also ensure that all communications are aligned with the brand's overall strategy.
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Visual cues can also help maintain individual character while operating within a larger brand framework. Visual cues include things like color schemes, fonts, and imagery. These visual elements should reflect your brand's personality and should be consistent across all marketing materials.
Using visual cues can help create a unique and memorable brand identity. It can also help ensure that all communications are aligned with the brand's overall strategy.
Maintaining individual character while operating within a larger brand framework requires buy-in from your entire team. Empowering your team to create and innovate within the brand framework can help ensure that individual character is maintained.
Encouraging your team to keep thinking within the brand framework can lead to new and innovative ways of communicating with your audience. It can also help ensure that the brand remains relevant and fresh.
Finally, it's important to monitor and adapt your brand's communications and marketing materials. Monitoring your brand's performance can help identify areas where individual character may be getting lost within the larger brand framework.
Adapting your brand's communications and marketing materials can help ensure that individual character is maintained while still aligning with the brand's overall strategy. Regular monitoring and adapting can help ensure that the brand remains relevant and resonant with its audience.
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