December 5, 2013

Look to the Skies for Creating Brand Visibility During Your Rebranding Process

In our last blog we discussed a critical step (Value Engineering) to support you and your brand development agency as you embark on your rebranding process. Value Engineering is the step for assessing the value and function of your branded assets; it can occur parallel with the creation of the Design System that your agency performs during the rebranding process. This is when your agency thinks through how your brand should be featured on many different venues, assets and materials.

While your agency is hard at work on the design system, Implementix goes to work to set the stage for cost certainty (a topic I will cover in an upcoming blog) and engineering the brand details for visibility and performance. Let’s focus on visibility for a moment. Visibility has many factors: where it’s seen, by whom, how often, how quickly, etc.

In order to obtain exposure in the marketplace, you need to generate a visual impact. A prime way to do this during the rebranding process is through color usage. We have always believed that brand treatments that include big displays of color are best for customer facing assets. When designing brand treatments for transportation assets in particular consider this: white is your enemy. While your agency focuses on developing a method to gain maximum visibility through the design, Implementix focuses on how to make it executable, scalable and repeatable for each individual asset.


Why should you avoid white if you are going through the rebranding process? A great example to illustrate how color can lead to quick associations with a brand is Southwest Airlines. I can sit on my deck and spot a Southwest Airlines jet from 10,000 feet– try to tell the difference between other airlines from 10,000 feet. You will see that while all the other airlines blend in, Southwest stands out with its bright, multicolored branding. Southwest is widely known for its branding prowess, particularly for their departure from the traditional airline color schemes of white and silver to convey that the company is a bright, bold and friendly alternative to the typically bland and generic flying experience. It leads you to ask what else does this airline offer that others don’t?

Camouflaging into your surroundings works for certain disciplines, but it is not an effective strategy for the rebranding process. The effort you put in to maximize your brand’s visibility on all your customer facing assets will improve your brand’s overall performance. It is vital to create a colorful contrast between your brand and your environment and ensure that you can execute that contrast on the necessary materials as part of your overall rebranding process and plan. A noticeable, stimulating contrast is both your ally and brand advocate.