18.8.11

Deconstructing ‘Brand Language’


As markets become complex and the competition is intensifying, traditional manners of keeping the brands alive and talking to its consumers are being challenged.

In this dynamic environment, corporations, who have a broad and diverse portfolio; operating in a number of different categories with a series of product offers designed for varying customer needs…, a well-devised strategic approach gives clarity on portfolio roles, and chalks out relationships between the masterbrand and the child brands.

This leads to a mutually beneficial, optimal relationship both for internal portfolio management as well as external image perceptions

Dynamic environments, ever changing consumer needs and evolving brand portfolios have given rise to what is called a ‘Brand Language / Visual Vocabulary’. The nomenclature has its origin in alphabets : combinations create different words albeit in the same language...

The language approach essentially can keep the two entities in a constant comfortable dialogue; offer a non-restrained adaptive behaviour to the brand as an entity.

It facilitates innovative and optimistic solutions to inspire millions of consumers and employees and enable them to effortlessly live the brand. It can be designed to help deliver the brand experience across touch-points,while maintaining consistency and clarity about what it is and the expression of its promise.

Based on principles devised from the brand positioning and strategic pillars the Language has ‘building blocks’ like Creative Catalyst, Key Visual Gesture, Colour Palette, Tone of Voice, Image Style, Illustration Style, Brand Specific Symbolism, etc.

DY Works helped create Brand languages for Godrej & Boyce and its child brands: Godrej Construction, Godrej Material Handling, Godrej Tooling, Godrej Electricals & Electronics, Godrej Storage Solutions, etc.

Using the ‘Godrej’ Masterbrand promise of ‘Brighter Living’ as an anchor, DY Works helped the sub-brands with their strategic positioning, and creating future-ready unique visual expressions.

Simple, modular, the Language acts as a visual narrator across entire gamut of communication making each dialogue from the brand easy for its consumer.

A bridge which would help these brands move from the staid and commonplace B2B to a energized and vigorous B2B2C; from cold, drudged business vertical to a living, breathing brand. Thanks to its ‘Brand Language



Prashant Shingade, Associate Creative Director, DY Works, prashant@dyworks.in

2 comments:

  1. very useful article. can i copy this for my blog?

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  2. @Admin ... go ahead ... we're glad it's helpful

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