The Art Of Branding

Phil Davis, founder and CEO of Propriartary, on why companies are embracing brand art to express their vision and mission statement in a more creative manner.

- Shweta Parida

Brand identity remains an integral part of corporate culture and now companies are going beyond logos and marketing campaigns to influence consumers’ perception of their brand. As part of brand-art firm Propriartary, we have been advising companies on how to embed art into branding practices since 2012. It’s not just the big companies that are being more receptive towards corporate branding but also small and medium-sized enterprises (SMEs), which understand the significance of brand art. Initially, I was surprised to see that only a handful of companies took advantage of this.

While most companies spend a lot of money on creating a brand identity, working with interior designers and public relations firms, the focus can often be limited to the typeface, which sets the tone for an identity. The wall spaces are largely left blank or even if they do feature any artwork, it’s usually got nothing to do with their brand. Generally, it’s because the boss likes it or has a favourite artist. This could be counter-productive to what the company stands for and give an entirely different message.