What it Takes for a Brand to Reign

Author: Marc Davison

Kleenex® will always face competition. From challengers, private labels, paper towels and shirtsleeves alike. The new visual identity provides the confidence, clarity and consistency they need to reign.  … Turner Duckworth

Identity as Currency

When Kleenex unveiled its new visual identity for its 100th anniversary, they weren't just updating a logo, they were reinforcing the fundamental truth that separates enduring brands from fleeting ones: Identity is everything.

At the highest echelons of business, this isn't just understood; it's gospel. The look makes the name. It gives the name power. It makes the company's products meaningful, personal and special. As I recently wrote in Brand Heartache: When Logo Changes Break Hearts, identity is a visual anchor that embeds itself far deeper in our consciousness than the products themselves. We might reach for a Kleenex tissue countless times, but it's their iconic logo that burns into our memory, creating that instantaneous recognition that transforms a product into a brand.

Like any currency, an identity's value depends on its ability to remain current while maintaining trust. Kleenex's evolution proves this perfectly - they've invested in refreshing their visual currency while preserving the equity that makes their brand instantly recognizable worldwide. In today's market, dated or stagnant identities depreciate rapidly, while fresh, evolving designs appreciate in value, building deeper connections with every consumer interaction.

Identity as Investment

For service-based businesses, identity isn't optional – it's existential.

Unlike consumer products that occupy physical space in homes and daily routines, service businesses must build their market presence on intangible promises. While many default to personal branding, relying on headshots and personality to carry their market presence, this approach alone lacks staying power. However, when backed by a strong identity system, personal branding can be transformed into a lasting market presence.

In today's crowded marketplace, a thoughtfully designed identity is often the only element with enough gravitational pull to anchor itself in people's minds and remain there, long after social posts fade and personal connections dim.

This reality makes identity the foundation of brand success. When clients can't experience your service before purchase or interact with it long after completion, your visual identity becomes the critical vehicle for establishing lasting brand value - a persistent reminder of the trust, expertise, and credibility that keeps you relevant in their minds.

This is why fintech startups such as Stripe ($4M in 2016), Chime ($3.5M), and Better ($5M) invested so heavily in their identity systems. It’s why law firms treat their visual brand as crucial infrastructure. In the digital marketplace, where services compete for attention without the staying power of a product, a powerful identity system is the investment that will yield perpetual returns.

Identity as Science

As part of my ongoing fascination with neuroscience and its correlation with branding, and in anticipation of neuroscience Ph.D. Matt Johnson's presentation at our April event (and after reading his book Branding that Means Business), I've been further exploring how modern brain science reinforces this investment thesis.

For example, MIT research has shown humans process visual information in as little as 13 milliseconds, while attention spans in digital environments average just 8 seconds. This compressed cognitive window means identity systems (aka your logos) face literal biological deadlines - they must create impact at the speed of instinct or face immediate irrelevance in the viewer's mind.

In this brief moment, effective identity design must trigger recognition, convey trust and perceived value, all before conscious processing begins. This biological reality transforms every touchpoint - from yard signs to business cards to social posts - into a high-stakes race against human perception.

Identity as Leadership

What separates great brands is their understanding that identity isn't just what you show, it's who you are at your core.

Kleenex exemplified that. Their rebrand was not a mere refresh, it was a statement of purpose for their next hundred years. In tandem, Keyes Company demonstrates this same understanding as they approach their own centennial. Their recent brand refresh wasn't just about updating visuals – it was about honoring a century of community connection. By drawing inspiration from their original 1920s logo while introducing contemporary elements, they proved that evolution can strengthen rather than sacrifice heritage. Their process shows how great brands approach identity: as a bridge between legacy and future promise.

To truly honor your logo, you must view it as a physical manifestation of what lies at the core of your value proposition - your beliefs, values, mission, and promise. Maintaining and evolving it isn't a marketing requirement or act of self-gratification, it's the clearest expression of your commitment to your own desire for excellence.

The future belongs to brands who understand that a powerful identity system isn't a cost, it's the foundation of market leadership. Successful brands recognize that identity shapes perception, builds trust, and drives growth.

What it Takes to Reign

As you prepare for 2025, audit and test your identity. If an evolution is required, proceed with purpose. This is nothing to sneeze at. Because in today's attention economy, the way you present yourself to the world isn't just how you compete – it's how you lead.