How We Think

How the Future of Branding is Changing

Oct 14, 2019

If you had your logo created by Tulip Tree, chances are that you probably received a document called “branding guidelines.” This simplistic document provides information such as a brand’s fonts, colors, and general usage rules. We encourage our clients to utilize this tool to assist in creating brand recognition and building credibility. In a fluid medium like marketing, it seems almost counterintuitive to force a brand to follow stagnate rules – doesn’t it?

Traditionally, only a few platforms have been available for a business to promote its identity. By repeating elements such as logos, patterns, and colors, a company would develop its voice and consistency. Businesses need a strong identity to support a consistent look and feel across platforms, but the way consumers get their information has changed. Websites aren’t only designed for desktops anymore. Social media isn’t just about networking. Consumers rely on the digital world for a significant amount of information and we, as marketers and designers, need to put a bigger emphasis on building a story for our brand.

Let me introduce you to flexible branding.

Flexible branding can be defined as the idea that a logo must work across various devices – desktop, tablet, mobile. However, the term for creating something that dynamically adjusts to different devices is better known as responsiveness [hey, we wrote about that]. Flexible branding is better defined as allowing items – such as photography or color palette – to be fluid for each platform and audience. The logo, mission statement, and typography remain consistent. This fluidity allows a brand to remain relevant to consumers through the use of things like seasonal colors or trendy photography. Consumers have come to expect a customized experience in everything from the printed items they receive to the way your team responds on social media. It is imperative for a business to adapt, grow, and interact on a higher level than ever before – that’s where flexible branding really shines. In an age where things are constantly changing, businesses that employ flexible branding can remain relevant to more easily engage and excite their audience.

Even though flexible branding provides unmatched versatility for companies, brand standards and guidelines are still very important. Establish basic parameters to encourage consistency and develop the distinct look of your brand. Once the framework is set, utilize supporting elements such as colors, photos, or patterns to add depth to a brand, keep it fresh, and engage your audience.