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STAY CONSISTENT
Once you’ve decided what your brand stands for, you should have a checklist to help you decide whether a new project or idea will help to take you in the direction you want your brand to go. Even if you’ve never read a marketing textbook, or set foot inside a branding agency, you can probably spot when an organisation does something that just feels wrong. They’ve gone to the trouble of building a brand position in their market, then suddenly they do something weird that doesn’t seem to fit with their usual behaviour. In brand dialect this is known as being inconsistent with your brand identity. To stay consistent, memorise the checklist that defines who you are, and if you find yourself straying away from it, guide yourself gently back to the right path.
The idea At New York’s Museum of Modern Art (MoMA) shop, every single item that you can buy there is a minor work of art itself. Instead of just being a place you strolled through on the way out to pick up a few souvenirs to remind you of your visit, it became a standalone art and design hub that people visit to buy beautiful things, independently of a trip to the museum. This was such a great idea that museums around the world have done the same thing. In the past, museum shops would offer a paltry selection of pencils and
10 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 10
12/14/11 11:14 AM
