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Why ‘On Brand’ Can Stifle Innovation
The phrase “Is this on brand?” has become a common refrain in modern design discussions, but it often serves as a creativity killer rather than a guide. Designers everywhere resonate with the frustration of having their ideas scrutinized through the lens of brand consistency. Over time, this relentless obsession has stifled creativity, leading to a landscape where everything looks, feels, and sounds the same. It’s a byproduct of a culture that favors predictability over spontaneity, where experimentation is sacrificed on the altar of brand adherence.
From Consistency to Uniformity
Initially, brand consistency was celebrated as a revolutionary tool for creating a cohesive identity, with giants like Paul Rand’s IBM setting a standard. However, this has trajected into a rigid adherence that borders on dogma. Today's brand manuals have transformed from mere guidelines into stringent codes that dictate nearly every creative decision. As a result, designers often find themselves spending more time adhering to guidelines than exploring innovative ideas. This environment has inadvertently nurtured a culture of ‘brand police’ — where deviation may invite scrutiny instead of praise.
The Cost of Compliance Over Creativity
In meetings across corporations, the question, “Is it on brand?” sounds less like a prompt for alignment and more like a condemnation of creativity. This ‘safety-first’ mentality has resulted in a standardized aesthetic that can be spotted everywhere: cloned websites, similar color palettes, and a reluctance to experiment. This risk-averse mindset can lead to designs that are utterly forgettable. Ironically, the brands that capture audience attention are those that dare to sound and look different. Examples like Wendy’s sharp Twitter banter show that authenticity and a touch of rebelliousness in tone can lead to engagement.
Evolving Beyond the Brand Manual
Successful brands today are characterized not just by their logos or color schemes, but by their ability to evolve. They embrace contradictions and adapt creatively within their identities. Leaders in branding are encouraging a culture of experimentation. Companies like CallRail and Typeform promote clear but flexible guidelines that allow for creative expression within defined boundaries. This approach empowers designers to innovate while staying true to their brand heritage.
Finding the Balance: Strategies for Brands
Achieving a balance between consistency and creativity is not unattainable. Here are some actionable strategies:
Flexible Guidelines: Establish a brand framework that encourages creativity in campaigns without sacrificing core elements like logos and colors.
Core vs. Campaign Identity: Identify what aspects of design must remain consistent while allowing creative freedoms in campaigns.
Audience-Centric Testing: Monitor audience responses to new creative directions and integrate successful ones back into the brand identity.
In a world where brand recognition is paramount, harmonizing creativity with consistency can set a brand apart. This balance nurtures a living brand identity that remains both recognizable and engaging.
Franchisors seeking to boost their operational efficiency and enhance franchisee performance must take heed of these emerging trends in brand management. A vibrant, adaptable brand that captures attention can drive loyalty and growth across multiple franchise locations, turning conformity into cohesion.
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