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Brand Design And Internal Branding – Recipes For Successs
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If you are a contemporary professional – the term brand identity should be a very familiar one for you. It is actually the image/ visible appearance of an organization that the customers and clients have in their mind. Any brand identity design concept is set to relate everything associated with a business. Though the terms brand identity and brand strategies are often interchangeably used, yet they are completely different. A brand strategy is a deliberate plan for shaping up the perception of the consumers, while a brand identity is the visual expression of the effect of the result of the strategy that has been implemented.
In the modern times brand design is considered as a cumulative effect of a number of different components and aims at defining the tone, style, flavour, and look of a business type/brand in all dimensions. Components like the logo representing the brand, design grids along with colours, typefaces, graphics, videos and jingles used in the promotions, all play a defining role in the designing and implementation of a proper brand design strategy. According to a modern school of thought, an effective brand identity design should aim at incorporating the maximum possible variety with maximum achievable unity. At first this may sound contradictory; but once we can understand the reality – it certainly makes a lot of sense in this domain. An effective brand identity design plan is required to have the ability to accommodate a diverse range of possible means of execution and failing this a brand will not take much time to become visually redundant.
In today’s business development strategy, along with brand design, internal branding strategy also plays a definitive role. Most organizations are deliberately defining and shaping up their internal culture, because it’s found to influence the success by a considerable degree. The internal culture of an organization is actually the activities, beliefs and expectations that also define an organization. Unless a business abides with a specific mission statement and a set of values, achieving the desired success can be difficult. Internal communication has always been a field where almost every business, whether large or small, has suffered. Though it is more or less accepted that there can be no fool proof internal branding strategy with assured success, but there are certainly a few things that can improve it appreciably, and it is only an expert and professional in internal branding and human resource management who can probably have the best possible results.
Defining the internal culture is one of the first things that any internal branding strategy should aim at doing on one level, while on the other brand identity design plans should also be executed on a different level at the same time. This will allow the organization to improve its exterior image for better business and also improve the internal culture to cater to that increased demand. Brand identity and internal branding strategy perhaps work best when they are executed simultaneously, but you certainly require some able and efficient minds for that.
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