Connecting the dots
In many ways, the brand identity process is one of exploration. We review and absorb strategic materials, immerse ourselves in the current brand materials, and ask a lot of questions until we can connect the dots between where we are today and where we want to be. Once we see the path ahead of us, we record it in the form of a brand brief, something everyone (both sides of the table) can agree on.
With Kingfisher, there were three key initial challenges:
- crafting a tagline that summarised the benefit of a business that is based on a totally new way of thinking, and
- visually differentiating ourselves from competitors, peers and similarly-named businesses
- creating an architecture that simply and accurately expressed the many facets of the business