A brand represents the strength of what’s inside a business. Its ideas, its people and its products and services. A brand is the appearance and attitude a company projects out into the world that makes its competition and its prospects perk up and take notice. If created and used effectively, a brand will inspire a business and its employees to strive to be what they hope to be, making it one of the most important strategic tools a CEO can use to articulate and demonstrate the organization’s vision, intention, and point of competitive advantage.

IN THE BEGINNING THERE WERE STRICT BRAND STANDARDS

Up until the past 5 to 10 years, the elements of a brand were centered around a strongly controlled identity. Companies would manage and control the use of their messaging, logo, typography, colors, and imagery to create and maintain powerful and consistent brands for specific applications and audiences.

THE COMMUNICATIONS WORLD EVOLVED

Now with shrinking budgets, dynamic cloud applications, and various, diverse audiences, the historical brand elements and applications have eroded. Where original photography once was the standard, stock photography appears. Where iron-clad typographic standards once were the rules, web fonts and dynamic layouts literally and figuratively stretch the boundaries. Traditional print and much of its protocol has been replaced by shifting web and mobile environments, creating new content delivery options, and challenges.

NEW BRANDING OPPORTUNITIES CONTINUE TO EMERGE

With this ever-shifting communications environment, a company now has many new opportunities to use this web/mobile world in delivering their brand to different audiences in new and ever more original and relevant ways. This new environment birthed a unique, new visual brand expression – Branded Art!

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WHAT IS “BRANDED ART”?

Branded Art is the abstract combination of several brand elements including typefaces, colors, logo elements, abbreviations and strategic words or phrases into a single or multiple original pieces of art. It is created by applying the flexibility of scale to the brand elements while maintaining the integrity of those elements. The result articulates the underlying emotional strength of a company’s brand while creating a new, nimble visual experience for a dynamic digital communication world.

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THINK ABOUT IT THIS WAY

A company’s brand needs to expand and evolve with the times, creating new connection points to attract and convert new prospects and customers. Branded Art breathes new life into core brand elements and messages in changing situations.

ASK YOURSELF THESE QUESTIONS

With today’s wide use of video conferencing, what are you using as backgrounds? How are you visually connecting all the aspects of your social media? Does your office space support and showcase your brand? What about on your website? Tradeshow (real or virtual) 

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