“Business in Vancouver” consults Signals in latest branding feature

With our busy “spring season” in full swing, two members of the Signals brand strategy team were interviewed by “Business in Vancouver.” The BIV reporter asked Robyn Sussel and Barbara Baker if branding was all about “simplifying” messages. Not really, was their answer. It’s more about clarity than simplicity. Robyn said: “I emphasized clarity over simplicity because many of our clients just don’t have simple messages. They’re lawyers, they’re global businesses, they’re researchers and healthcare providers. There is nuance and complexity there. I think what we do well for them is help them prioritize their messages and focus them to create the clarity. Sometimes “simple” just doesn’t communicate what it needs to and underestimates the audience, which is where a lot of branding goes off the rails.”

To read the full article, go here:
Business in Vancouver