Question: what is the opposite of a brand?
Eyes front class! - Here’s a quick science lesson:
Have you heard of Entropy? It is a measure of the number of possible arrangements the atoms in a system can have. The higher the entropy of an object, the more uncertainty, randomness, disorder or chaos there is.
… Not words you want to use to describe your business, right?
Entropy on a visible level can happen slowly - think of ancient buildings slowly crumbling to dust; or quickly like a pan of water turning to steam and filling the kitchen.
Entropy can happen to brands too …
If you’ve had a brand designed strategically, you’ll be armed with the colours, fonts and tone-of-voice to appeal to your ideal clients. That branding gives you a strong foundation that all the visual elements of your business work from. So your printed literature, website and social media posts all have a unified look, which in turn builds recognition and trust in you and your business.
Oooh, but it is tempting to try that lovely new font, or that ready-made insta template in ice-cream colours… yum!
Nope - none of that will help your business!
If you move away from your brand, your viewers wont instantly recognise that your latest instagram post is by you, they won’t be able to build up that trust and recognition in your other posts. You’ll chip away at that strong foundation, and you certainly don’t want it to turn into dust!
This is especially important right now when your content creators may be working separately from home.
