As a creative agency, we are always looking for new avenues of inspiration. One of the best ways to achieve this is through brand identity extension. This includes like-minded people working on projects that align with the KIMBO Design creative worldview. The most recent initiative that we took was the sponsorship of artists David Ullock and Douglas Nhung, in the 2017 Vancouver Mural Festival. We were the first design agency ever to participate as a Festival sponsor. A brand is an ever-evolving entity, so these opportunities can help open up areas for brand growth.

What is Brand Identity Extension?

Brand identity extension is the process of enriching your brand through collaboration. This helps grow the brand into complementary areas that your company’s operations don’t reach. Our work with the Vancouver Mural Festival is a clear example of this. KIMBO Design is a creative design agency, so sponsoring muralists is perfectly on-brand for us. This sponsorship allowed us to extend beyond branding to a more artistic audience. Brand identity extension takes many forms, including sponsorship, co-branding, and strategic partnerships. What matters most is that a symbiotic relationship is created.

What Are Its Benefits?

The benefits of brand identity extension are vast. Weaving your organization’s brand into a tapestry of related brands can help guide you down a path towards brand goals. Even big tech companies like Adobe have begun to embrace creative collaboration through investing in artists. Some of the benefits of brand identity extension for our sponsorship of the Vancouver Mural Festival were:

• Public visibility for the KIMBO Design brand
• Creative collaboration is an inspirational process that fuels other projects
• Partnership allows us to endorse some of the artistic choices that aren’t suitable for our business

Specific benefits will vary for each individual organization, but they generally include:

• Increased visibility for your brand
• Access to fresh ideas through brainstorming with collaborators
• An increased presence in your industry and community

How Do We Achieve Brand Identity Extension?

Enabling brand identity extension for our clients is a crucial part of our brand development process. Within each brand strategy, we build a strong vision to pursue. Among the tactics that we implement for reaching this goal is brand identity extension. The key to brand identity extension is a versatile brand. Modern brands not only need to work for digital, print, and social, but also when paired with related ones. We always look for ways to extend brands in our brand development strategies, so that our clients reap all of the benefits of brand identity extension.