In part one, we talked about the importance of research when it comes to brand development. In part two, we discussed how to use that research to identify meaningful solutions to brand challenges. In part three, we covered the creative process used to get to those solutions.
Now we’re going to talk about the experience those solutions generate.
Let’s take another look at our identity work for Winer+Bevilacqua, Inc. Our understanding of that organization’s needs came from discussions with its staff. That information was compiled and analyzed — leading to the development of their new identity.
After that identity launched, a team of eight W+B staff members was appointed and made responsible for ensuring the protection and ongoing development of the firm’s brand, culture and messaging. The team meets weekly to recommend policies, procedures and methods that enhance value for clients and efficiency for the organization.
This team has enabled Winer+Bevilacqua personnel to collectively own their new identity, which helps them better communicate their unique value to other staff members, current and potential clients and the people with whom they interact outside of work.
From the identity sprouted other new staff experiences, such as the development of formal mission and vision statements, a 60-second commercial for the firm, personal 60-second commercials for the staff, new business development incentives and more. These tools present a consistent message from a singular culture, one that digs down deep into what the firm offers and why it matters for those they serve.
Good design must create meaning and transform that meaning into action. In this example, design generated an entirely new experience for the Winer+Bevilacqua staff while simultaneously engaging them in its use, such as the communal, interactive support of the firm’s brand and selling of its services.
The C4:
- Experiences — both internal and external — are an important part of an organization’s identity and brand.
- An organization that owns its identity and actively participates in its ongoing development will be more successful.
- A good identity should be more than just one experience — it has to generate more on different levels.
- Good design must create meaning and transform that meaning into action.
