IDna Group is driven by the desire to help companies, organisations and brands realise and harvest the power of this often-underestimated business asset – the identity. We sit down with co-founder Robert Nagy on how to ‘Be True’.
Branding is the essence of action and expression left behind that defines us. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Brand identity is the sum of a brand’s visual appearance and visible expressions.
Robert defines brands as what people say about you; your brand is what people say about you when you’re not in the room. Companies can decide what their brand should be. Still, in reality, it is determined by others, and a lot of that comes through visual identity or expression based on a strategic foundation. He would like to see more brands true to who they are and be more honest.
It opens about a theory that identity is your most, most competitive advantage, as that’s the whole foundation of our DNA. Because everything else can be copied, basically. So if you find out to the core of your purpose that is where you find your authenticity.
What’s impressive with the whole digital movement, or the way that many brands are a rebrand, start with a website, right, or digital presence. Because I know many designers are working with digital agencies, and they often have offices around the world. They work collaboratively and they use Skype to talk to each other and also to present to the client you can also see that the brands that they create are they don’t have the same substance, or they’re not building the same solid core, and someone is more most of superficial, more easily digestible.