Successful Brand Identity Design Process: Bridging the Left & Right Brainer Thinking Process

Theres a lot of time my marketer friends in the marcom department of companies told me they are going for a logo revamp or a new logo and sometimes our friends in competing agencies said the same thing...that they are designing a new logo. Being curious i've asked them how do you go ahead with this kind of project.....what is the approach and the process involved. The answer was quite vague, and disheartening. Those who are marketers/in the marcom department go with the philosophy of Kotler/Al Ries theory of positioning and come about with a draft plan like the target audience profiling, the colors, heritage, so on and so forth. Going through this brief the designers come out with XYZ design with punch lines to match it. But have you ever asked your target audience whether they like it or not??? Now here is the classic example of brand identity design where some what left brainer marketers try to collide with the right brainer consumer.

At BrandAnthem being a new marketing communication agency we do not want to be critique to others, but simultaneously we want to claim that we have a process laid down for a logo design, which we follow very seriously. This blog describes that process in detail.

Its a fact that as marketing professionals we are left brain thinkers as we analyze, segment, disseminate, define a particular situation......and its true for the logo design also. We see brand as a complex structure where we try to add definition all the time. But for customers its always a right brain thinking works. They are less complicated in their thinking process. They are dominated by the right brainor ingredients which are love,hate,passion etc. And they take always the visual perception and like it or reject it without going much into detail of it. For customers brands that are acceptable are those which are most clear, striking, as well as very strong rather than those brands which are very complex.

So you can design successful brand identity by simplifying your brands special difference rather than adding layers and layers of it and making it very complex. Brands that could be interpreted in a very few words are more successful that other brands.

Instead of defining brands through verbal, we suggest our clients to define their brands visually. Because when you think about it many of the ways to influence the customer is visual oriented, and many of the mediums used are visual medium. Our process of bridging the left brain and right brain thinking prevents us defining the brand identity with more verbal oriented and maximise the visual orientation.