Towards the end of last year, we underwent our third re-branding in so many years. The process was well documented in this post here, but with our third birthday fast approaching I thought I might share some of what I’ve learnt about the importance of branding and keeping your integrity intact over those first few years.
Brand defines us more than ever and it’s essential for a growing business that you establish a strong brand and company proposition if you want to achieve any sort of strong market positioning. Back in 2010 when we started up Fiasco, we approached the identity of the company with a devil may care attitude. Due to our lack of direction at the time, we didn’t see it as an important aspect of what we were doing. Once we’d created a type logo we didn’t set down any guidelines as too how the brand should be used, set colour values or decide on a typeface to use alongside it. As a result, there was a severe lack of consistency across the branded work we were publishing across different platforms.
What I’ve come to learn over the years, is that to be successful in digital you need four key ingredients: coherence, consistency, legibility and intrigue. At the time, we were lacking in all four. It’s so important that before starting out, you look at what you’re proposition is, the market around you and set down a clear direction or set of objectives moving forward. These considerations will always start with the same sort of questions: What sort of company do we want to be? What services/products are we going to offer? What are our strengths? The answers to these questions will help to inform you of the kind of company you’re going to create, the kind of identity that you’re going to release into the world and the way you’re going to run your business.
Integrity is such an important part of business when you’re first starting out especially when related to the brand. If you want to build a successful brand it’s going to take time and people have to believe in you and what you’re doing before they can place their trust in your business. Failures and mistakes are inevitable and part of the learning process, in fact I would personally encourage you to make mistakes. Not on purpose of course, but don’t be afraid to try new things and fail. Mistakes are a vital part of the ongoing success of any creative business. It’s something that is discouraged through school/university and something we learn to revere as an indication of failure but without making those mistakes how will you ever learn more? You’d be restricted to staying completely within your comfort zone and putting out mediocre, forgettable work. This is the wrong approach to take. Step outside your comfort zone, be bold, be daring, be offensive if you have to be. Make your mistakes but don’t forget your key values and the reason you set out on this journey of discovery in the first place. In an over saturated market place, integrity counts for so much.
In April of this year, we’ll be into our fourth year of business and over the past three years we’ve seen a huge amount of change both internally and externally. As we’ve grown and morphed into the company we are today our identity has also changed. Whilst our branding has seen a number of iterations over the years, our core values and ethos towards our work have remained the same. So what has this taught me? Quite simply, unless you keep your integrity intact, your brand is worthless.