Guidelines are dead
So what can we do when ›classical‹ corporate design elements and guidelines can no longer keep up with the need for extensive content creation? One part of the solution lies in design management and can only be implemented in guidelines to a limited extent.
If we look at successful brands, the communication and visuality of a brand cannot be detached from the strategic foundation of the brand. Rather, the core of the brand needs to be expressed. If a brand is hollow at its core, no amount of pretty paint can disguise that fact for a longer time. All parties involved, both inside and outside the company, will notice this imbalance in the long run.
It is different with companies like Apple or Patagonia. Here, the power comes from the core of the brand and is perfectly showcased in both communication and (product) design. To get to this point, a company or a brand needs exactly this strong foundation. A clear positioning as well as shared corporate values help to successfully bring vision and mission to life.
A strong brand foundation has another advantage: In times of ever shorter communication intervals, a brand can be managed with sufficient flexibility to remain interesting and distinctive at the same time. Because brands need leadership – more than ever before. In order not to drown. Neither in the sea of sameness, nor in a variety that does not reveal a common thread.