Crafting a brand that connects with people relies on telling captivating stories consistently. Mike Foster discusses forging strong connections and shares insights about weaving compelling stories that leave a lasting impact.
When Lyle’s Golden Syrup decided to refresh its iconic lion logo after 150 years, it didn’t just update a design; it sparked a national conversation. Why did a single logo’s evolution make headlines across the BBC News? It’s simple: brands are more than their visual identity or catchy slogans. They are characters in our daily stories, loved or loathed, that weave a tapestry of memorable experiences.
Creating a brand that resonates deeply with people hinges on consistent, compelling narratives. It’s about building connections that matter, ensuring every interaction feels like part of a grand, cohesive tale. But here’s where it gets tricky. Brand guidelines are often viewed as just a set of rules. In truth, they are the brand’s DNA – values that maintain authenticity as markets evolve and trends shift. Yet, not everyone gets it. There’s a gap in culture, a missing respect for the very foundations meant to empower brands.
At Straight Forward, we believe the magic happens when creativity meets clarity. Brand foundations aren’t creativity killers; they’re the launchpad for imagination. They’re your script in the world of ad-libs. It’s about channelling creativity to enrich the brand’s story, ensuring every creative leap is a step in the right direction.
Take the buzz around Lyle’s Golden Syrup’s lion. It teaches us a crucial lesson: solid brand foundations allow a brand to evolve beyond individual elements. As conversations fade, this logo refresh will blend seamlessly into the brand’s rich heritage, strengthening its narrative.
Our mission? To ensure creativity and brand narrative move as one. Great brand foundations aren’t just about maintaining consistency; they’re about enabling focused, relevant creativity that contributes to a brand’s story. It’s about keeping the brand a beloved character in our collective narrative.
In a world where change is the only constant, embracing the balance between brand consistency and creative evolution is key. Let’s write the next chapter together, ensuring our brands remain not just seen or heard, but felt and remembered.
