Ten plus one tips from the Microsoft team of branding specialists

Creating or re-imagining a brand is a task that requires focus, direction, imagination and discipline.

Microsoft went through a full rebranding of its corporate assets with success, from the primary logo to those of its numerous products and services.

In order to achieve such a feat, its branding specialists adhered to a series of commitments, some of which are presented below:

• Design is input, not output.
• Often, what makes a great brand is invisible.
• If a client is product-focused, then “develop” the brand like you would a product. Be an engineer.
• Innovation can be a heartbreaker, so don’t fall in love.
• Patience and progress over perfection and preciousness.
• Embrace the crooked path.
• Lay down your arms. It really does take an army.
• Horizontal is as important as vertical.
• Ideas are cheap. If you’re not making anything, you’re not making anything happen.
• Small committed teams get more big things done.
• You’re never done.