When people hear the term “brand,” they usually think of a company’s visual identity – usually its logo – says Kevin Popović, head of creative communication consultancy Ideahaus. But a brand is, of course, so much more.
In this CW Live video interview, Popović talks with CW Executive Editor Natasha Nicholson about the complex process of identifying what your brand represents, and how to communicate that with the public, employees and customers.
Don’t start with the visuals
A brand reflects the full spectrum of an organization’s identity: how it is perceived by customers, how it operates, what values it represents, and how it is different from every other organization in today’s crowded marketplace.
Designing a new brand or refreshing and existing one is a deep process that involves extensive research, both inside and outside the company. The process should begin, says Popović, with a detailed plan and a candid evaluation of all aspects of the company–rather than jumping immediately to all of the cool visuals the new brand could include. Companies, he says, need to take an honest look at how they are perceived by a variety of internal departments as well as by customers and public, to identify what they do best and what needs improvement.
Choosing brand communication channels
The idea that companies can choose the channels through which they communicate is becoming obsolete, says Popović. These days, customers choose how and where they interact with your brand, and they have a huge array of choices. Knowing how to reach them means knowing where they are. If people are trying to reach out to your brand on Twitter, but you don’t have a well-maintained presence there, you’re missing out on untold opportunities.