In the marketing industry, people talk a lot about agile methodologies, being responsive to keep up with new marketing strategies, and maintaining a nimble mindset. But how does brand identity, which is meant to endure for years, fit into all this adapting and pivoting?
On the surface, branding seems like a static part of marketing. But if you look deeper, as our Brand Director Luke Bair does, branding becomes a living, breathing entity. The twist is, the agile part of branding happens during the creation process.
“It starts with really getting to know the client,” says Luke. “Asking a lot of questions about how they got to where they are now, what's driving them in this business, and what are their goals. From there, we start to shape find their identity.”
Oftentimes, when establishing the brand identity of a client like you, Luke presents wildly different visual options. This gets you really thinking about how you want to present your brand for years to come.
“I present concepts that help you see your brand in different ways,” notes Luke. “Do you want to be
seen as uptight and serious? Do you want to present a neutral image? Do you want your voice to come from a more personal, emotional place?”
By considering different types of approaches, you can apply an agile approach to find the brand identity that makes your company shine.
