Thanks to modern technology, today’s world is smaller than ever with boundaries becoming virtually nonexistent and distances no longer posing a problem. The most remote place can be reached with just a click of a button. Within this global movement it is indisputably the Western world that leads. In many ways the West has asserted itself as the trendsetter and other countries are adopting and following whatever the West dictates as true.
In this respect the Arab world in general, and the Levant in particular, have been ‘infected’ by this phenomenon. Our region is willingly adopting a culture quite different from its own for the sake of not being left behind. However, you have to keep in mind that globalisation is not a newly imposed phenomenon, especially in the Levant. Indeed, what we now refer to as ‘globalisation’ started in Lebanon 4,000 years ago with the invention of the alphabet and its adaptation for commercial purposes. From this stems the success of the emerging mercantile society and the beginning of ‘globalisation’.
Design is a visual reflection of a society and its culture. Currently, we are bombarded with visuals that are similar to Western graphics but which lack cultural identity and visual differentiation. Many designers in the Middle East tend to imitate the West in their quest for a ‘global image’ and as a result end up with a design which is a combination of shapes and colours that bears no relation whatsoever to the organisation, product, society, local people or the country. Global distinction and success are not achieved by being a mirror image of a successful Western visual, but rather by being intrinsically different and having a unique and national identity that is instantly recognisable.
In the graphic design world, every time the terms ‘identity’, ‘corporate identity’,’ brand’, ‘logo’, ‘symbol’ etc. are used, it brings to mind a graphical or typographic symbol representing some small, or large, local or international, firm. A successful identity does not necessarily imply a blue chip brand but rather a brand that is perceived well by the audience. It is all about perception.
Good branding is remembered, it’s as simple as that. In our minds an image is created leaving an everlasting impression. Successful brands establish a relationship, and a connection, with the customer that leaves a feeling of being personally involved. The majority of people end up gaining loyalty to brands, even if in some cases it is a purely intellectual one. This is simply because such brands have earned a place in their hearts and minds even if that has not yet been transmitted to their pockets. These brands have attained the distinction of ‘Lovemarks’. The website www.lovemarks.com is a dedicated to tracking the brands of the world and their placement in the minds of the consumers. It is powered by Saatchi & Saatchi and it is regularly updated based on consumer research. Anyone can nominate a person or product – as an example, coming in at number 4 is Apple; Google is at number 9; Coca Cola sits at number 11 and The Beatles at number 24. It all began when Saatchi & Saatchi, now of world-wide renowned itself, asked what exactly makes one brand an inspiration, while others continue to struggle?
It must be said, that a good identity is one that communicates and interacts well with its audience. Many businesses have unknowingly established a confusing identity when they commission different firms to create different aspects of their public persona. In these cases the architects draw the building design and signage, advertising agencies create the image, external printers design letterheads and printed forms and computer animators produce the TV graphics. This lack of coordination and cohesion damages the brand image and identity.
Nowadays it takes more than a memorable corporate identity to leave a good impression. The symbol, however, is secondary to the system in which the symbol is constantly applied. A weak symbol applied constantly is more effective than a great symbol used inconsistently and even worse than a bad corporate identity is a confusing one. A good corporate identity programme can increase the market price of a company’s stock, improve employee morale and imbue an image of good taste in a company, helping in the creation of good products the attraction of good management.
This kind of identity programme can take months to be fully developed by a branding agency. It goes through various stages. The process begins with the naming, the logotype, and logo symbol design, defining the proper logo signature and creating guidelines for the correct usage of the logo for the main identity and its subsidiary elements, if they exist. After logo development the agency starts developing the stationery material (i.e. letterheads, business cards, envelopes etc), the signage system (internal and external), the marketing material (flyers, brochures), the website, vehicle branding, employee costumes, promotional giveaway items and, most importantly, the corporate identity manual where the usage of every element of the identity is clearly defined. This manual will be used as a reference for any use of the identity internationally or locally. The identity manual is the guide to having a unified and correct identity wherever in the world it is applied.
In order for an organisation to identify if it needs rebranding it must ask itself a set of questions. Is it being well perceived, how are its competitors being perceived, is the brand achieving well, what does it want the communication to achieve and is it doing so, what are the current market problems and threats? How far is it from becoming a Lovemark?
As Kevin Roberts, ceo of Saatchi & Saatchi Worldwide said, “Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect - but there the similarities end. Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever. Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.” And that is the ultimate goal of good branding.
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