conscious branding

Five Aspects Of Visual Identity That Many Companies Tend To Overlook

A company’s brand can be as valuable – if not more so – than the products and services it offers. Apple’s brand alone is worth $184 billion, while Google’s is $141 billion. Yes, that’s billion with a B.

While a brand identity is comprised of many qualities, visual identity is arguably its most important. This includes the logo, sure. But it’s also the typography, the icons and the illustrations. It’s the photos you use in your ads and the footage you use in your videos. It’s the color palettes and contrast methods you use on your site and various mediums of social media.

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More leaders are speaking out about environmental and social issues

There is little doubt in my mind that historians will look back at the last few years as a significant turning point in the history of business. Most large companies—the Fortune 500—have significantly increased the attention they pay to social and environmental issues, and are more willing to speak out on controversial social and political issues. Critics see this as political posturing. But in fact, it reflects a fundamental change in the way businesses are run. 

Those changes were evident in a virtual roundtable Fortune hosted yesterday, in partnership with McKinsey & Company. Some excerpts:

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Why A Name Is Worth Your Time

A name is basically a first impression. It’s important to make a good one

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6 Signs of a Conscious Brand

Conscious Brands are: Empathetic, Multisensory, Habitual, Reformist, Collective and Moral. 

This new ‘Conscious Brand is capable of being more responsive (to desires, moods and culture) and more responsible (helping people, partners and the planet grow). 

To be ‘conscious’ means to be aware of and respond to your surroundings. So by calling for more conscious brands, we are calling for businesses to stop ignoring – consciously or not – the world around them.

And there’s a lot that brands often choose to ignore. For example, debates surrounding race, privilege, inequality, fake news, automation and climate change that all make for front page news are often uncomfortable arenas for brands – especially those which lack a genuine sense of purpose. 

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How to Build a Strong Brand

Motivate and resonate

You are the answer to a need – make sure you know what it is!

Personify

Your brand should reflect who you are as a company and as a product/service and communicate who you are (or who you want to be) to your target

Form an emotional connection

You want them to think you understand them in a way even their mother doesn’t.

Build loyalty

Build a brand that inspires confidence in your target market and defines how they view themselves.

A brand is “strong” when it scores high across three dimensions: When it is relevant, differentiated, and memorable. 

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Will Conscientious Organizations Save our World?

We believe that the future will be Generation Co. Generation Co will be con-scious, con-nected, col-laborative, com-munal and co-creative. Generation Co are co-producers of brands in their choices of who they support, and they will demand that governments, businesses and brands will show the com-pass that guides Generation Co. Unlike the previous Generation thinking, Generation Co is not defined by age, but a common set of values: whether one is 80 or 20, one is part of this Generation if one shares its conscience. With enough members of this generation, it will generate huge power to change how brands, businesses and societies operate.

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