It's time we rethink brand training. One of my favorite parts about brand management has always been creating and delivering brand training programs. Some of my fondest memories of my corporate days are of helping colleagues all over the world feel connected to something beyond the four walls of their offices.
Brand training goes beyond that, however. It helps entire organizations operate far more efficiently, connect with constituents more meaningfully, and deliver better outcomes through greater focus. Over the last 10 years, I've written about branding training a number of times, but the last time was six years ago. Time for an update!
There have been a number of changes in the last decade that have made brand training both more necessary but also more accessible.
Brand training is more important than ever because it's never been easier for people can create their own (off-brand) materials.
Just like fashion, the world of graphic design goes through trends each year, most lasting a few years then stepping aside for the newer ones. Spencer Brenneman Senior Art Director Kim Vanni lays out her predictions for 2024.
She believes that techniques like AI-generated imagery and liquid-looking typography, among others, will get their time in the spotlight this year. See all five of her predictions in our free download, Design Trends to Watch in 2024 (no email required).
One word of caution! Design trends are great for campaigns and special projects, but best not to integrate them too fully into your core visual identity. Your brand's look should stay tied to who you are in as timeless a way as possible.
Want to talk about how to update your brand's look? Let us know!
SpeakEasy Stage is a non-profit theatre company located in the South End of Boston. Since their founding in 1992, they have produced vital, timely and entertaining productions that have helped make Boston's South End into an artistic and cultural destination. Their productions consistently have sparked conversations that continue long after audiences leave the theater—challenging, connecting, and inspiring the community.
SpeakEasy Stage works with hundreds of locally based artists, actors, directors, and technicians each year. It trains early career artists through its fellowship and emerging artists programs, supporting them as they develop their potential.
Spencer Brenneman Ring Leader Douglas Spencer has recently joined the SpeakEasy Stage Board of Directors.
In Case You Missed It
When to Take Credit for Doing the Right Thing
Event Branding: Why It's Important
Well Said
“Trust comes from consistency.”
—Lincoln Chafee
Lincoln Davenport Chafee, born March 26, 1953, is an American politician. He was mayor of Warwick, Rhode Island, from 1993 to 1999, a United States Senator from 1999 to 2007, and the 74th Governor of Rhode Island from 2011 to 2015.
PHOTO: Rob Kim / Getty Images
POINT US IN THE RIGHT DIRECTION?
We hope you are enjoying Focal Point! If you know of someone else who could benefit from monthly tips on reframing your focus and remastering your message, please forward this link and encourage them to sign-up!