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Brands are people in disguise: Is your brand the total package?

Posted by Chad O'Connor  September 30, 2013 11:00 AM

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[The We are the Creative Industries series: The Creative Industries - video game companies, design, marketing and architecture firms, and talented people who write books, design houses, shoot movies, make art and record music, just to name a few examples - are an important part of Massachusetts' economy, with $1 billion statewide impact and over 100,000 workers. Click here to learn more.]

Brands are personalities. There are some brands you like, some you love, some you can’t stand. Brands, in essence, are people.

Great brands have an approach when asking to buy you a drink, grab coffee, or catch a movie. The best brands leave you thinking, for better or worse, coming home from that first date. The best brands are those you’ll capture on Instagram, post to Facebook, tweet about on Twitter. Like any relationship it’s about trust, lasting impressions, time and attention. Whether it’s the friend that introduced you, a sarcastic one liner that made you smile, or a quirky joke that had you laughing — what held your attention in that brief moment is their opportunity to introduce themselves.

There’s a term for companies who manage to find the right person, grab their attention amongst the crowd, and boldly ask to buy them a drink. That’s the definition of a brand identity. Convincing a person they’ve found the one has a term as well. That’s called customer loyalty. Few companies today have managed a clear, deliverable brand identity. Even successful brand identities on paper do not guarantee customer loyalty. Undoubtedly, brands that combine these two qualities have another defining trait, success.

Brand identity is company character. A successful brand identity considers three experiences: the visual, the virtual, and the environmental. These experiences must be thought of as a kit of parts, pieces to a whole. No matter the medium in which a consumer is introduced to your brand, it is vital the same emotions are evoked. These emotions need to generate a unique impact that will be recognizable to people amongst the bar crowd.

Brand identity is what drives and forms continuity between all the elements encompassing your brand. Whether considering business, logo, graphic, user experience, video production, audio, interior, or architectural design (phew!) you have plenty to strategize to ensure your brand is remembered that first time, and every time, the way you intend.

In the next few articles we’ll explore approaches in brand identity, and design continuity.

Stay tuned!

Michael Luciano Abbate is Lead Designer and Head of Experiential Identity at REPENSO. Check out Michael's work and connect with him at

[We are thankful for Global Business Hub’s support of the Creative Industries. Please note: This article does not necessarily reflect the viewpoints of the Executive Office of Housing and Economic Development or its Creative Economy Industry Director for the Commonwealth, nor is it an endorsement of any views, products, or opinions contained therein. The author is solely responsible for the content.]

This blog is not written or edited by or the Boston Globe.
The author is solely responsible for the content.

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