Authentic brand communication has always mattered.

 

Think about the village fishmonger claiming to sell fresh fish, then delivering anything but*. The customer might be enticed to try the first time around, but the relationship breaks down when the customer realises the product doesn’t match the promise of the ‘brand communication’.

 

The same, on a larger scale, applies today.

 

Any organisation can task a designer to create new logo, or even overhaul the entire visual identity of a brand. That is the relatively easy part. The hard bit is in ensuring that the visual identity matches the proposition that the brand itself actually delivers.

 

The closer the brand is to the experience of the consumer, the one that delivers on the promises of the brand communications, the better the relationship will be between the consumer and the brand.

 

You can take it a step further in fact. An inauthentic brand design will actually have a deleterious effect on the relationship between brand and consumer, as you effectively under deliver on what is expected. The only good branding (and by proxy, brand design) is authentic branding.

 

The design has to match the value proposition. Doesn’t matter if it’s top end and expensive or entry level and budget, the brand design has to make sense to the consumer in light of the inherent value of the products/services offered. Tesco, for instance, spend just as much money getting their ‘Everyday Value’ branding spot on as they do with their finest*’ range, because they know the importance (and worth) of correctly aligning the visual communications with the expectations of the target audience. If they get it right and the audience gets what it bargained for (or more), than the foundations have been laid for a long term relationship.

 

The truer a visual identity is, the better the overall experience of the brand will be, and the higher the chance the consumer will come back for more.

 

* Having re-read Asterix on the weekend while childsitting, I couldn’t get Unhygenix, the terrible fishmonger who sells rotten fish while promising fresh, and is distrusted by the village as a result, out of my head while writing this.