In Part One of our Crisis Series, we looked at how brand purpose can be a powerful tool when navigating a crisis. Now in Part Two, we are taking a look at how brands reacted during the onset of the COVID crisis and how these lessons can be applied to building a resilient brand no matter the crisis. We’ll look closer at how to best react using brand personality and values.

With the sudden shock and panic now over from the COVID crisis, we are now settling into the ‘new normal’ of on-and-off-again lockdowns and formulating new habits for our businesses, all the while, bracing ourselves for the next crisis; the quietly creeping recession and wondering how our brand can survive.

The day has arrived…your new freshly baked web designs, hot from the design oven are about to go live. You’ve briefed the designer thoroughly to make sure your new look matches the moodboard. The excitement is palpable and the expectations are high.

If a guest asked for toast, would you butter a piece of bread and serve it up to them? No way – the ‘toasting’ is the essence of toast, and anything else is simply a job half done. The same applies to your brand. Skipping straight to designing your business logo is equal to spreading the butter straight onto bread…it’s ineffective and lacks the ‘essence’.

How hard can it be to design a logo? Simply draw a shape, choose a font, type in the company name and that’s a job well done, right? 

Does design really impact how your brand is perceived? We break down how this ‘hidden’ visual language of design can be used to influence in branding.

While there may be stories of some brands named in eureka moments, there is a methodical process you can follow so you don’t have to rely on random inspiration. We break down what goes into naming a brand.