Unmistakable Quality
Best-in-class companies optimize customer journeys, not just touchpoints.
The purpose of brand identity design is often described as differentiation versus competition across touch-points. But in fact the differences between one and another brand can be very small. On the one hand brands need to be different, on the other hand they insist to follow “category norms” which makes them look similar to competition.
Subtle differences can seem important to people working within a brand, but to a consumer they can be insignificant and easy to ignore. So we set the bar higher. We strive to make every brand we work with absolutely unmistakable, whenever and wherever you see it. This usually requires ruthless editing and often means breaking a few conventions. The result for the brand is that whether people love it or hate it, they can’t ignore it.
Emotional linkage can create brand journeys
It is important to turn autonomous touchpoint experiences into a coherent journey with a brand. This requires us to focus on the element that defines people’s experiences: emotion.
It is the emotional connection that brands are able to create consistently with their trárgeted audiences that gives them their power: an influence over both immediate, instinctive decision-making and more conscious rationalisation of choices. When understood and managed in the right way, emotion can run like a consistent thread through the different experiences that a brand weaves for different touchpoints.
Consistent emotions deliver consistent brand experiences.