Working on your business and not in it

A way to increase the value of a company is to develop a strong brand identity, unfortunately many entrepreneurs get this concept confused. They mistake a brand identity for a logo, and they do not understand that a brand identity needs to augment a strong business rather than exist in place of a strong business. 

An expansive corporate identity should only be implemented after the company is profitable and generating significant amounts of income on a regular basis. 

A corporate identity should be part of an overall business strategy that encompasses an envisioned future with a core purpose an ideology that guides the daily activities of the company. 

A brand standards manual is one way to communicate brand principles to a number of people throughout the business. Paul Rand worked on the IBM Graphics Standards Manual during the period of the 1960s to the 1980s. The manual has been reissued by Empire editions thanks to a successful Kickstarter campaign that raised over €42,000. The creators of the project were two creatives Sacha Léopold and François Havegeer from the publishing house Syndicat design studio and it is available in both French and English versions.

In his magnum opus the E-Myth Michael Gerber details the importance of ‘working on your business and not in it.’ A standards manual is an essential part of a unified system that provides order, clarity and consistency for both the employees of the company. To find out more about Michael Gerber’s work you can see more our feature here – http://www.anisometric-inc.com/how-can-entrepreneurs-create-a-system-that-works/ 

“Design must reflect the practical and aesthetic in business but above all…
good design must primarily serve people.”
– Thomas J. Watson, Sr. 

IBM is sometimes known as ‘Big Blue’ and although there are a number of theories that explain the meaning and origin of the nickname, a pervasive theory is that the branding of Paul Rand helped to establish that name. 

To see how IBM have used their brand to speak to their employees and customers today you can see our feature here – http://www.anisometric-inc.com/ibms-hayley-hughes-on-creating-design-driven-data-visualization/

“If you want to achieve excellence, you can get there today. As of this second, quit doing less-than-excellent work.” – Thomas J. Watson, Sr. 

The IBM Graphic Standards Manual 

Below are selected examples from the IBM Graphic Standards Manual designed by Paul Rand from 1967 to 1987.

“Design is everything. Everything!” – Paul Rand.

“If you want to increase your success rate, double your failure rate.”
– Thomas J. Watson, Sr. 

“I’m no genius. I’m smart in spots and I stay around those spots.” – Thomas J. Watson, Sr.

Designer: Paul Rand

Company: IBM

IBM manual publisher: Empire books