Kyocera Document Solutions embarked on a brand modernisation project, where they identified the power of what a strong visual identity could mean for their organisation. The company outlines why it’s imperative to focus on the fundamental pillar of your organisation’s philosophy, which defines your core values.
First impressions
There is only one chance to make a good first impression. Ask yourself: How can we make a first impression that will stay with our stakeholders? Doing so requires time and a team effort.
Your brand must be conscious of the need to be memorable. A uniform approach or style could be key to a browser making sense of everything when they have only come across your brand in one or two of your countless digital touchpoints.
Achieving the right balance between catching the eye of a customer or becoming over-powering is essential. Failure to do so could turn off potential customers. Getting it right matters.
Transmit personality
Demonstrating the personality and values of the brand truly matters. Getting this across through branding can be a challenge, but it’s one that you have sought to execute through a range of different approaches.
We live in a world full of unstructured data and information that does little but confuse many companies. Look to provide structure by using a grid to represent each piece of data that comes into your workplaces as a single plot in a structured environment.
Emerging through the grid can be images of humans, at work. In order to provide this structure, you must have the human element to be able to put business knowledge and expertise to work. The human touch is essential to convert data into knowledge that will provide you with real value.
Long-term engagement
Changing a brand is a major decision for a company and planning for the future must be taken into account. To keep it relevant and meaningful in the long-term is essential to providing customer interaction and engagement, and is the only way to guarantee brand recall over longer periods.
In some cases, this will include planning and preparations for entry into new industries or new markets. That means considering various cultures and understanding that there are a number of ways in which communication will differ significantly. Finding an identity which is flexible and adaptable to match every possible need is the goal of any designer. After all, the brand appearance is how customers will come to know your company, wherever they may be and whatever their interests.
This article was originally published on www.kyoceradocumentsolutions.co.za
