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Brand identity ideals
(continue)
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>>flexibility
flexibility is needed to differentiate the products
and services that a company may offer. A
designer also examines how flexibility can be
achieved within the brand architecture.
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>Marketing flexibility
>Brand architecture flexibility
>Standards flexibility
>Performance flexibility
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>>Commitment
The best companies have a commitment to
quality and to seizing every opportunity to grow
their brand.
An effective brand identity is tied inextricably to
management’s desire to nurture it.
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brands, like children, need to be fed
and nurtured in order to grow.
Bart Crosby, principal, Crosby Associates
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>>Value
The goal of any organization is to
create value for its stakeholders, from
customers to employees and, for
public companies, stakeholders.
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The best brands and companies
consistently demonstrate their value
through the superior quality of their
products and services and their
unswerving dedication to the customer.
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>Value as a symbol
>Valued as an asset
>Commitment to value is ongoing
>Value is preserved through legal
protection
>Identity adds value to marketing
and communications