Most organizations define their brand through “Brand Guidelines.” While these are a step in the right direction, they just aren’t enough to create a brand that people love. Just look at the name “Brand Guidelines.” Would you think that has anything to do with how team members interact within the organization? Nope. Does that name even really imply injecting emotion into your designs? Not really. The word “brand” itself has a connotation of an assumed visage, a mask. Most of the time, these guidelines are just seen as a marketing effort to make sure that the visual aspects of our designs and ads are consistent (Our color hex code is #2196F3, not #1E88E5. Can you please change the text to match that color?) This not only continues to perpetuate the myth that design is only about the visual elements, but also does nothing to help us create truly unforgettable experiences for our customers.
People don’t fall in love with brands because of their color scheme. People fall in love with brands because they think of brands as, well, people. When you meet a new person, you make all kinds of judgments about whether this person is going to be just a casual acquaintance or a friend for life. But more important than aesthetics is their personality.