In the last decade or so, branding has risen in importance, becoming a buzzword in large organizations. Marketing departments either develop their new brand internally or contract an outside agency to create the brand. The new brand will likely include an updated visual identity that will consist of a new logo and usage guidelines, typography standards, a color palette and more. Many times the branding agency develops the concept, but the specific application for internal product usage—proposal covers, presentations, ads, collateral—will be left to the organization. This is when the in-house Creative team becomes invaluable, giving the creative leader and her team members an opportunity to work with the branding lead in the Marketing department to partner in their roll-out efforts.
For information about how Cella can add value to your business through consulting, coaching, and training, please email [email protected]. This article was written by Cella Consultant Susan Hunnicutt.