Corporate, product and personal branding continues to evolve in response to economic and cultural changes and the accelerating evolution of digital technologies. Aside from requiring greater agility and tech savvy, these changes also illustrate the importance of timeless principles of effective branding:
1. Authenticity matters. Brands resonate most powerfully when they faithfully reflect underlying realities. No business can “copy and paste” its brand. Template-based and rigidly formulaic approaches to branding inspire as much confidence as the pre-recorded assurance that “Your call is important to us.”
2. Responsiveness is the foundation of relevance. To effectively assert their relevance, brand strategies should address existing perceptions and harness the natural behavioral inclinations of target audiences.
3. Continuity is crucial. Branding is not a one-time project or a discrete event. It’s a creative process that continually aligns the narrative and visual vocabulary of the brand with the goals of the business.
This is certainly not an exhaustive list of our guiding principles, but it does capture the essence of our approach to the creative process and client service. Call us today to discuss how we can help you move your brand toward its fuller potential.
445 Central Avenue
Cedarhurst, NY 11516