How to avoid the conformity trap in Branding?
Branding is sometimes considered as an exercise of differentiation.
Of course, we know that branding is much more. The path of the brand recognition passes through the differentiation and, even more through uniqueness!
Today, unfortunately, we seen a lot of organisations who endeavour to display their band as unique, but, in fact, falling into the sea of sameness.
The vast majority of organisations find themselves using values and visual expressions similar to other in their sector.
At the same time, focusing on the organisation’s uniqueness raises a great risk: the production of unrealistic and narcissistic perceptions within the organisation.
To avoid being caught between two stools, it is always important to remember that it is not what the organisation says it is doing, but it is what the organisation truly does, that generates that desired differentiation and uniqueness.
Aside answering questions like: “who are we as an organisation?” and “what we are standing for”, it is central to ask “what are the characteristics of our relationship with all our stakeholders?” and “what our stakeholders do expect from our organisation?”.
The challenge in avoiding the conformity trap is keeping an eye on the dynamic relation between the brand essence and the brand relationships.
A brand best protection against conformity is to develop nurturing a great interaction with its environment.
Based in Brussels, the communication agency Page in extremis can help you define the essence of your brand and formulate its differences in a very positive relationship with its environment and all its stakeholders.
Page in extremis has over 21 years experience in guiding organisations on the road to defining and articulating their uniqueness. The multidisciplinary communication agency team translates your organisation core idea into brilliant and adequate visual systems.
Page in extremis builds brands and strengthens the reputation of leading Organisations, European Associations and Corporations.
For more information: www.inextremis.be and www.inextremisbranding.be
