Creating shared value is one of the most significant tasks of a brand identity. We connect with brands that play an important role in our daily lives. The most important anchor point for brands is often their identity. A good example of this is the Iittala brand refresh. The look and feel is a way to connect with a brand and anchor it as part of our own lives.
None of us live in a vacuum, and neither do brands. For this reason, a brand identity must always be based on research, thought, and insight – on strategy. The look and feel should never be updated just because someone doesn't like it, but rather based on the target audience's view of the brand's current state and the company's vision for the direction in which the brand is to be taken. Identity work must not be bought (or sold) in a vacuum.
Brand identity plays a key role in strategic change. It guides people's thinking and perceptions towards the desired position. Without a good strategy, identity design is, at worst, mere guesswork; living in a vacuum. A brand without direction might look nice, but it won't evoke emotions. It lacks consistency and meaning in people's lives.
When an identity is created or refreshed with the help of strategy, it…
1. is anchored to the brand's core and position.
2. solves problems on a deeper level and doesn't just appeal to its audience superficially.
3. guides visual and verbal expressions under a unified concept instead of individual, scattered ideas.
4. brings the creators together and values collaboration.
5. transforms ambiguity into something measurable.
6. enables constructive feedback instead of just personal opinions.
We recently helped R-kioski update both its brand strategy and identity. The foundation for the work was laid by extensive consumer research, which set the direction for the change. The new position as a straightforward everyday problem-solver meant softening the colors, renewing the typography, and making messages more concise. The change wasn't based on opinions; the visual refresh was derived from strategic choices. In the future, "Ärrä" (the nickname for R-kioski) will be a breath of fresh air in the midst of a hectic and complex everyday life.
You may have already encountered some of the results. Change doesn't happen overnight, which is why you shouldn't sleep on the need for renewal.
When was the last time you examined your brand's current state? Let's make your brand stand out together – with 358's "Brand Health Check" study, you'll find out how people see your brand. You'll get a view of your brand from us with a value-based heatmap, which you can use to guide development in a customer-oriented and strategic way. Get in touch, and let's talk more.
