Creating a brand and developing its design is a task that requires much work, research and creativity, applied to it. It cannot be done impulsively or based on creativity alone. Any brand development has to have both: strategy and planning. Otherwise, it will not be effective. Since, if you do not know where you want to go and what you want to achieve, how can you know what is to be done to achieve it?
Promoting a brand in the Internet is not different in this aspect from promoting it elsewhere. You must have a strategy and do some planning. In this article we will discuss some of the ways of the Internet strategic planning and some of the brand attributes, such as a logo, brand colors, etc.
The Internet has become a unique media and promotions tool both, for local and Global brands. With the help of it, many smaller companies were able to enter the Global market. That is the reason why the Internet strategic planning has become the key issue for them to address. There are several approaches to refer it.
One of them is the logo based approach in the brand promotion in the Internet. For the companies that have entered a Global market online, one of the main issues is creating a unified and integrated image of their brands. In the case, when they choose the logo to be one of their main brand attributes, their collaterals, site designs and other advertising and promotion information may vary, however, a logo design always remains unchanged and is present in all those brand related materials. Such brand Internet strategic planning approach can be very effective and can provide a high level of brand recognition. Nevertheless, it has some inbuilt flaws as well. One of them is the lack of creativity and flexibility. The main challenge of the Global branding for companies is staying relevant in every particular market they enter. Working in different countries of the world requires staying relevant to their customers' culture and mentality and, at the same time, preserving the brand's personality, image and originality. These are the challenges hard to deal with, using only the brand logo design strategy.
Still, there is another brand Internet strategic planning approach that allows companies to be more relevant, flexible and communicative. It is applying more brand attributes together with the logo. This approach permits companies to express better and more fully the brand's personality and image. Such brand attributes as colors, illustration, photography, shapes, etc. can be implied together with the logo attribute. All these elements, plaited into a unique design, can provide a much higher level of brand communication. Such multi element design can tell a story instead of only presenting a short brand's message through the logo alone. Using all those brand attributes, you may provide the needed brand image consistency, adapting the brand design to the conditions and culture features of any local country market. Such approach presents a much higher level of flexibility and relevancy for the brands, operating in the Global market.
Every brand is unique and the approach to its design and promotion has to be unique. Nevertheless, no brand promotion can be done successfully without a thorough planning and developing a well thought strategy.