your very own, brand bible.
An ever evolving document, for your constantly evolving brand. Your companies absolute go-to for every design, marketing and development projects to ensure your customers needs are forever being met and your brands personality shines brightly and cohesively across all platforms, strategies and messaging.
Brand Bible. Brand Guidelines. Brand Style Guide. Brand Book. Whatever you wish to call it, your brand document is an integral part of your business. An internal document that should be understood by every employee, freelancer, consultant - anyone that is part of your company journey, to ensure a cohesive & positive delivery of your organisation both internally and externally.
Skills/programmes used: Consumer research (qualitative & quantitative), employee questionnaires, Adobe Photoshop, Adobe InDesign, Adobe Illustrator.
“Internal communication of the brand both increases employees brand knowledge and helps them to understand their roles clearly for the effective delivery of brand promise”.
“It is from this perspective that organisations should not adopt branding strategies that are different for customers and employees. As argued by Backhaus and Tikoo (2004), developing brand for employees does not mean creating a separate brand identity for employees. Therefore, external communication needs to target both customers and employees”.
“Consider the brand-building process as a loop where there is no starting point or ending point. More specifically, an integrated marketing approach to branding leads employees to deliver a brand promise consistent with external marketing information. Then, successful delivery of the brand results in positive feedback and word of mouth from the customer, which, in turn, further enhances brand equity and brand-related employee behaviours”.
A brand promise is the unique, enduring essence behind your brand's purpose. It is the foundational value that your brand commits to delivering to your customers. A brand promise does not manifest in just one place, but rather throughout the entire user experience.
A good company and its great products need to have a clear brand. Every brands contact with a customer can either reinforce or damage the brand. This is true if the products are applications, print material, websites on TV etc. When real people interact with a company online or by phone, that’s a direct connection. At least, it feels like one.
In this case, Thought Fashions brand had evolved to a quite clearly defined personality that is reflected in their clear tone of voice and image content. Therefore, it was the typography, colours and UI assets I focused on when revamping the mobile and desktop responsive site.
I would love to hear from you // firstname.lastname@example.org