When Brand Communication does not equal Brand Behavior.
I was reminded of a great truism in brand yesterday as I passed a dilapidated sign we had designed for a client many years ago. The client was the City of Stonnington, and the place proposition for Stonnington was ‘Quality and Diversity’. More than a decade ago we designed the new visual identity for Stonnington and rolled-out an extensive signage system throughout the municipality. Whilst we were engaged for the initial execution, our recommendation for an ongoing maintenance program fell on deaf ears. The result is a City that prides itself on ‘Quality’ but communicates through the dilapidated state of their entry and place signage that quality is more of a mission statement than a true mission.
Most brands spend time and energy defining their mission, their reason for being – but few give priority to delivering on that promise through all they say and – more importantly – do. It is easy to say what you stand for as a brand, to tell the world what separates you from your competition, but it is the bold brands who truly live their credo who truly stand apart.
Tags: Advertising, Brand Agency, Brand Communication, Brand Communications, brand communications agencies Melbourne, Brand Design, brand designer, Brand DNA, Brand Experience, Brand Expression, Brand Identity, brand identity agencies, brand identity designers, brand identity designers Melbourne, Brand Personality, Brand Storytelling, Brand Strategy, Brand Voice, brand-designers-Melbourne, brand-gesture, brandamentalist, Corporate Image, Creative Ideas, Dave Ansett, David Ansett, Graphic Design Melbourne, Melbourne brand designers, Melbourne Brand Strategy, Truly Deeply, Visual Language