What does your brand need to advance?

By on 11/2/2012

What does your brand need to advance? What makes one brand better than the other? We think the answer is the perfect mixture of the following identity ideals that any and all businesses should strive for.

  1. Vision
  2. Meaning
  3. Authenticity
  4. Differentiation
  5. Durability
  6. Coherence
  7. Flexibility
  8. Commitment
  9. Value

Instead of just explaining what each ideal stands for, let’s do a small case study and apply a couple of them to the recent re-brand of Wendy’s.

Overview: On first glance, the most obvious change is the typography. From once being contained in an emblem, to a completely new typeface this new logo is really starting out fresh. Another big change is the new illustration of the iconic burger joint’s mascot, Wendy. She is more stylized and fits in pretty well with the new typeface and the modern revamp Wendy’s is hoping to accomplish. This the brand’s first re-do in over 29 years and one of the company’s goals is to be seen as “a higher- end hamburger chain.”

Wendys Logo

Wendys Logo

  1. Vision: The vision for the company is to move out of the typical fast food category and to be seen by consumers as classic and high end. Hoping to branch out of the fast food world and reach out to consumers, Wendy’s will be more than a quick burger joint. With the new logo also comes change to the restaurant’s interior, including menu boards, seating areas and employees uniforms.
  2. Meaning: What are the defined set of values behind the company and the mission of Wendy’s? Before this rebrand I began noticing highlighted quotes from the chain’s founder on the walls. Most of these quotes were about “quality” and serving the freshest food around. Placed on the wall as you walk in, or as you get ready to order your food, these quotes were simply foreshadowing the rebrand in the mere future.  
  3. Differentiation: Will this brand be able to keep the same loyal customers, compete in the market and gain new business? I believe it will be a success as long as there is not a complete menu overhaul. The revamp of the interior and exterior will attract a new following of fast food lovers as well as some seeking more than a burger in a bag. Stopping for a burger on a road trip will be different- next to all the grungy drive thrus, Wendy’s is sure to stand out  in a positive light! 
New Wendys Store

New Wendys Store

Welcome to Wendys

Welcome to WendysWelcome to Wendys

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