The concept of branding in India is yet to evolve. Unfortunately there are many design companies some large and many small firms that are providing brand consultancy and design without the understanding of the strategic implications. I believe that experience in managing and building brands through effective communication and advertising is a good foundation for creating and developing brand strategy and design. Brand creation or brand revitalization is not a function of mere graphic design. It's far more fundamental and requires a holistic approach in understanding category, consumers, market dynamics and eventually how the brand is going to connect with various stakeholders.
In India I often see a brand remake or revitalizing stemming from a new logo being created. And we see full-page newspaper ad's communicating the value of the new logo. I witnessed these across categories and industry verticals. While the logo is the most visible aspect of the brands presence, it's the ability to connect with various stakeholders that enable and help build the brand. And that is achieved by the ability of the brand to narrate stories. And stories that are highly relevant, meaningful and yet differentiated in their own right. Design needs to play a crucial role in manifesting these aspects through the use of colours, typography, visuals, tone and manner etc.
Brand creation or revitalizing has to provide for a meaningful handle to the brand management team and the advertising agency to develop and narrate stories. Take for example the telecom brand Orange created by wolf Ollins, UK. They defined the brand in a beautiful manner and manifested that through a simple identity an Orange square. Therefore when you see Orange you not only see an Orange square but also identify with the brand for its simplicity and the ability to demystify technology. This direction paved way for Ogilvy & Mather India to develop communication and therefore one could do a Hutch dog film and the rest is known.