Great Branding! Part 3!
Regardless of the size of a company or the nature of a business, there are certain ideals that characterize the best brand identities. They hold true whether the brand identity project is about launching an entrepreneurial venture, creating a new product or service, repositioning a brand, working on a merger, or creating a retail presence. A fairly common list of criteria for brand identity looks something like this.
An effective brand identity will;
Be bold, memorable and appropriate
Be immediately recognisable
Provide a clear and consistent image of the company
Communicate the company’s persona
Be legally protectable
Have enduring value
Work well across media and scale
Work both in black and white and in colour