Imperfect, Incomplete, Impermanent
Many companies and organizations often spend countless hours and money coming up with a perfect, complete, and permanent brand for themselves. The box is then ticked on getting the branding right, and off we go about our business without giving it a second thought. Wrong!
I recently attended a conference in Rome where Paul Hughes, senior partner and creative director at Lava Design, gave a presentation on branding. Incidentally, Lava Design just won the European Design Agency of the Year Award for 2010. To sum up Paul’s presentation, he explained that the main elements needed in effective branding strategy were: Imperfection, Incompleteness, and Impermanence. We live in an ever-changing, ever-developing world with constantly changing needs and demands placed on people and companies. Flexibility is key in this process. We need to recognize that in building our brand we have to leave room for improvement, expansion and flexibility.
I hadn’t quite realised that I was following this little formula when I wrote What to do when “You” are the brand. I can safely say that my brand ticks all 3 of those boxes. That only means I’m on the right path though, as I have to keep working on learning and improving my brand constantly as I go along.
Category: Social Media/Branding
