A few years ago, we had the opportunity to design the branding for a medium-sized NGO. The organization had recently gone through a branding process where a new logo, colors, and fonts were defined. Unfortunately, this process and the outcomes reached a dead end for the company. The organization consisted of three different entities, each with its own communication channels and brand touchpoints, as well as shared media. Therefore, it was necessary to create a structure and orientation that clearly indicated which part of the organization was responsible for which areas. The logo rebranding did not meet these requirements, and the color combination could not be used.

Building upon this process, we utilized the existing starting point to develop a visual structure and scalable grid system with orientation elements. As part of this process, we added a shade of green to the brand colors. The team's feedback on the structure was extremely positive, and it proved successful in tests, meeting the practical requirements. Now, it was time for the final presentation to the CEO. However, her feedback was: "We cannot use this green. My grandmother had a stove in exactly this color, and I never liked her. We need to change the color!"

Audience Orientation: A strategic process for developing a brand identity and corporate design always takes into account the company's target audience(s). Through thorough market analysis and a systematic understanding of customer needs, the design can be crafted to engage target audiences through image and messaging, ultimately gaining their trust in the long term.

Brand Message and Positioning: A well-thought-out brand identity and corporate design must effectively convey the brand message and clearly position the company. This goes beyond just a logo, encompassing aspects such as company values, unique selling propositions, and desired brand perception. The strategic process ensures that the design reflects these aspects and effectively communicates the intended message. Within this strategic process, one can find reference points to determine whether the argument is based on personal taste or follows empirical evaluation.

Recognition and Consistency: A strong brand identity and consistent corporate design foster recognition and consistency in brand communication. This is particularly important for building trust with customers and creating a long-term bond with the brand. Through strategic decisions and a cohesive design approach, it is ensured that all brand touchpoints convey a unified image.

Differentiation from Competitors: In today's competitive market, it is crucial to stand out from the competition. A strategically developed corporate design can help create a unique and recognizable brand identity. By emphasizing unique selling points and highlighting the company's value proposition, it becomes possible to differentiate positively from competitors. Often, branding also sheds light on entirely new aspects of the company, which can elevate the creative output to a new level and have the potential to become a beacon for both employees and customers.

Long-Term Alignment: A brand identity and corporate design should not be created only for the short term and implemented in a few parts but also have a long-term perspective. The strategic process establishes a stable foundation that is flexible enough to accommodate future developments and changes. This allows the brand to continuously grow and evolve while remaining true to its core values.

Design is always the logical outcome of strategic decisions in the branding process. It should serve as a tool to visually embody the defined goals and messages. Therefore, in a strategic branding process, a design proposal is always created based on strategic considerations. Multiple proposals should never be presented simultaneously, as it would reintroduce arbitrariness and shift the decision-making towards a taste-based perception. If the proposed design does not meet the expectations or requirements, it prompts a reevaluation of the strategy. From our experience, when the strategy is well-developed, the design implementation aligns with it around 95% of the time. Everyone already has similar expectations for the execution.

It is important to recognize that design should not be viewed in isolation but should be closely linked to the overall strategy of the company. Only through a strong connection between strategy and design can a successful brand identity and compelling corporate design be created, supporting the company and aligning with the desired goals.