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Assessing the value of style

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  • 18 December 2016
BRANDING SYNERGY AND WHY IT IS IMPORTANT

Firstly, let's break down the word. SYNERGY = "the interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements, contributions". So what does this mean in relation to a brand? Simply put, it is how your brand fits across sundry elements or uses, and how those element or uses, fit together to form a cohesive bigger picture.

Perhaps Telstra is an excellent example of branding synergy. From products, to corporate logos, signage, website, stores, vehicles on the road, advertising and so on. The strategy they have in place is extremely good. It is elegant, well thought out and able to work (and work well) on and in so many platforms and fulfill so many functions. Essentially it would have cost them a great deal of budget to have it fit so well together, a vision of the initial logo/branding team. This is why Logo Design is vital, it is the first step.

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BUT IS IT SOMETHING I NEED TO BE CONCERNED ABOUT?

No matter the size of your business, branding synergy is very important, albeit vital. Virtually any business does employ a range of branded items, from the initial logo, to its stationery, business cards, signage, website, perhaps a product, labelling, accounting, shop front and so the list goes. Having a logo that lends itself to a range of uses and adapations is key, along with a cohesive vision to apply it and make it work with 'synergy'. It is a sign of professionalism, of strategy, of reliability. Your customer/client sees it and recognises it on varying levels.

For them it reiterates that you know what you are doing, you have direction and focus and above all, they want to trust you. So, at an organic level, synergy is an important criteria that follows your logo and branding. Once your brand is 'out there' it can't help but be judged on many levels - it is an important consideration.

Eyecue Design provides the fundementals of synery at the base level, your logo and advice on branding - ultimately, we can assist with a range of logical uses in virtually any application your business requires.