“Another common pitfall is the difficulty between marketing and corporate communications. Communications can be really strict and directive-led with branding. At the same time, marketing runs the risk of hyper-adaptation of the brand to every trigger in the market. This often happens with things such as UX design and A/B testing – it’s not enough that something works, it has to be there for a reason and contribute to the brand purpose. Form always follows function, and design without functionality has no benefits for telling your brand story. Managing the balance is key.”
What role does software play in rebranding?
“Software can support the organisation a lot with automation of design of different brand touchpoints. It helps bring function and design together in the right way. It also works to aid the roll out of templates in digital form, whether that’s document templates, or landing pages. Software is a way in which design can be easily implemented. This isn’t only true following a rebrand, it also helps with the facilitation and running of a brand on a daily basis – software makes it easy, and means you are limiting design mistakes.”