Branding: what is left when everything else is forgotten
Before even reading you, your visitor has already formed an idea of you. A name, a logo, colours, a tone: that is what makes you recognisable and credible at a glance. Branding is what is left when everything else is forgotten.
Recognition is not declared, it settles in through repetition. Same colours, same logo, same voice, everywhere and always. That consistency is what makes you identifiable in a fraction of a second, before the first word is read.
What branding covers
Enough to be recognised among a thousand, on every medium:
- The logo and its variants, for every use (screen, print, small format).
- Your colours and typefaces, set down in black and white.
- Your brand's tone: how you speak, what you say and what you leave out.
- A simple brand guide, to stay consistent everywhere.
- The source files, yours, ready to use.
Where branding stops
So every need gets the right answer:
- Putting that identity onlinethat is the showcase site or the online shop, depending on the need.
- Building a tool or a client areathat is bespoke development.
- Writing the words that carry that voicethat is copywriting, which we take on straight after.
Branding comes before everything else: we set it first, the rest leans on it.
When a brand breaks what made it recognisable
Tropicana, 2009: same juice, same taste, but packaging nobody recognised.
In early 2009, Tropicana redesigned the packaging of its flagship juice in the United States: the orange and its straw gave way to a generic glass. Cost of the operation: 35 million dollars. Within two months, sales dropped 20%, or 30 million dollars gone. The brand reversed course and put the old packaging back on the shelves.
Neither the juice nor the taste had changed. Customers simply no longer recognised their brand. An identity is not restyled lightly: it is what makes you spottable among all the rest.
What we believe
Good branding does not aim for pretty, it aims for recognisable and sustainable. At Iggy, we build an identity you can carry everywhere without betraying it: from the site to the business card, from the Instagram post to the invoice. Consistent, never frozen.
Your brand deserves to be recognised before it is even read.Talk about my project
Source: the 2009 Tropicana packaging redesign (Arnell Group), a widely documented case.