Ioana Biţin, Senior Graphic Designer Onomatopy spoke to IQads, the most prominent advertising publication in Bucharest, about the challenges of brand identity and the new generation of customers:

“We work with a brief model that we have developed and perfected over the years. Many of our clients admitted that after going through this brief, they understood better what they want, business wise and communication wise. It’s an instrument that makes the naming and branding process more efficient and ensures the right start, with all the information and resources we need.

We heard and will hear again for sure requirements such as “I have this business and I need a logo”. What makes a big difference is how you choose to respond as a communication professional. And how much you are willing to get involved and understand what the real needs of that business are. A logo will not solve your cash-flow problems or the small number of website visits. But a brand strategy that supports your business goals will clearly have a long-term beneficial effect. Most customers are open and enthusiastic about this perspective. Others take a step back. However, this is a necessary aspect for educating the new generation of customers and pushing things forward.

Companies often focus on immediate results and short-term strategies. But branding does not fit in here, nor should it. We worked with clients who started the branding process timidly, not quite convinced of its necessity. But we also worked with entrepreneurs who knew they couldn’t perform without a well-developed brand strategy and a consistent visual identity.

The interview can be read here.