Branding as body language

A friend of ours who also happens to be a God of Branding just sent us an article he wrote ten years ago but could have been written yesterday.  He’s Axel Chaldecott, co-founder of HHCL, now the top creative on the global HSBC account at JWT.

The article is called Corporate Branding is Dead and its central metaphor is… well I’ll let Axel say it:

 “Most CEOs don’t recognise that the way their company is visually represented is in fact the company’s body language.”

Any presentation coach will tell you that your body language speaks louder than your words.  But for most B2B companies, the visual side of their communications is the last thing they think about (if they think about it at all).

As a result, the typical B2B brand slumps into the room, mumbles under its breath, looks down at the floor, picks its nose and scratches its genitalia.

No self-respecting company would hire a salesperson who gave this kind of impression, but thousands are happy to have logos, websites, brochures, data sheets and business cards that do.

Design and visual communication is moving up the agenda at Velocity as we see the value it brings to our clients — especially in an increasingly digital landscape.  As we help our clients present themselves to the world, it would be remiss not to work on the body language, too.


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