A different kind of brand (R)Evolution
Branding: An emotional Roller Coaster
Brand development, the Identum way, can be many things: exciting, creative, strategic, moving or challenging the status quo. But above all, it creates teamwork through a highly involving process. Which is exactly what we considered when we redefined the brand together as a team.
Who we are and what we do
We decided to kick-off the rebranding process by introducing a workshop format where we discussed essential questions around previous branded contents within the Identum brand world and whether these still fit into our current ideas about the brand itself, ourselves as individuals and our work. A session to elaborate and brainstorm, philosophize, discuss, develop ideas – sometimes just to discard them again! In a nutshell: we thought about who we are, who we want to be, what makes us and our work unique and how we want to work together in future.
Following this process, we shaped the most important ideas into a new mission statement and our USP. From there we then just connected the dots and saw a smooth transition to the development of a claim, definition of a bold tonality and creation of a new design, which essentially became the final touches of the reinvention of our brand.
Teamwork, the secret ingredient for developing successful brands
While we discarded some ideas and engaged in many lively discussions, we never lost sight of the exciting opportunities that occur when individual characters are enabled to contribute with their special expertise to forming a holistic brand. Because let’s face it – this really is the one secret ingredient for successful brand development and surely has the power to offset many other fantastic brand (r)evolutions.
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