Many businesses when branding (or rebranding) often overlook the need to include interactive assets in their efforts. Additionally, the agencies they work with either haven’t adjusted their own work to handle this need, or if the topic is proposed, their clients, without a full understanding, view this as ‘extra expense’, not worth tackling at the time.
However, the foundational elements of brand design have expanded in our digital age. We’ve moved beyond the point of the classic print and on-location assets. Most brands now have an online (or even offline) digital presence that their audiences fully interact with. Not addressing these needs up front often leads to off-brand sites, apps and other digital communications.
Addressing this needs means that there is more work to do up front, but the good news is that you can use this digital space to more fully express your brand’s personality.