No shortage of opinions when it comes to brands.

We are fans of regularly checking in on Brand New, the website from UnderConsideration that features recent corporate rebrands and of course plenty of commentary.

www.underconsideration.com/brandnew

What’s fascinating about the commentary is that it goes way beyond “nuts and bolts” feedback from other actual designers and those that generally care about visual design. Logo designs are now “reviewed” by customers, potential customers, partners, and everybody else.

The level of critique that brands face today seems to clearly confirm that many people actually identify with and feel a connection to their favorite brands (remember the flap over the new logo from The Gap® that forced the retailer to backtrack?). For business owners and brand managers, this signals that you don’t get to completely own your brand and simply push your own definition out to customers. They play a role in confirming or even contributing to your brand meaning.

This idea is reflected in the Birch + Wolf mantra of your brand being the “visual howl that connects your pack.” Your brand identity should reflect the essence of your business and serve as a clear call to like-minded customers and partners to be a part of your story.