I’m always wishing there were more opportunities for interesting conversations about rebranding and brand strategy, and the key intersection of design and business. Apparently I’m not alone.
Belgian podcaster Stef Hamerlinck stumbled across my Brand Spectrum infographic via Google and asked me to come on his show “Let’s Talk Branding,” to be interviewed about the model I use and specifically about one of his own obstacles, the difficulties and challenges of brand positioning for clients.
(Or that you might not really have one!)
- You’re frequently at a loss when trying to think up brand-related social media, newsletter, blog, or website content.
- If you asked ten different employees to describe what you do or who you are as a company, everyone would say something different.
- You cringe at networking or social events when people ask about your work; you ramble and mumble.
- The marketing material your company produces seems to speak in clichés, is monotonous, or sounds i
A regular reader of the Gist Brands blog recently emailed me a concern:
“Are there any ‘no go’ website colors or combinations we should be aware of as we tackle our new site?”
Good question, and if you do a visual survey of websites, obviously one not enough people are asking.
My take is there are as many color fails and issues in websites as there are in brand color choices in general, though they get further exacerbated online by complications of: screen type and resolution; transmitted color (backlit screens) versus reflective color (like a page, package, or car); as well as form factor (small mobile screens, etc.) But let’s talk about some basic guidelines and guardrails.
In reality, it’s pretty impossible for a brand to be truly incorruptible, or vandal proof, whether as a name or logo. Someone can always do something with it if they work hard enough and have the right motivation.
In response to a reader’s questions, I give some thoughts on how to judge your idea before rebranding and if there’s anything you can do to keep people from spoofing your brand name or sabotaging your logo.
This is a plea for an end to hip websites featuring photo shoots of cool “creative spaces” and not much else.
You know what I’m talking about: Parallax websites papered with empty reception desks with brand signage; macro shots of artisanal light fixtures; den-like flex spaces with artfully cast-off iPads and headphones; and perspective shots of touchdown workstations with knife-edge aligned Apple displays and funky task chairs.
Your homepage is now a cliché.