know-hub
15 July 2013
The 6th P: Philosophy
Branding / Philosophy
We need to establish the sixth P: Philosophy on top of Product, Price, Place, Promotion, and People.



The 6th P is like a sixth sense, invisible but able to determine the success or failure of a company.

We believe the first step in creating the visual identity of a company, actually, to create a company at all, is answer the WHY.
What is the underlying philosophy of creating the company and of being in business?

In current business practice, the closest to a company philosophy can be found in the company objectives and the mission statement to some extent. Most of the times, this is done without ever reflecting upon the philosophy apart from the fact that the company is created to make profits. And even that is sometimes unclear, which becomes visible especially in employees when they start spending more time browsing the internet than being productive.

Once the philosophy is clear, it is much easier to suggest the best combination of the following for the visual and web design of the company:
  • Color scheme
  • Shapes
  • Slogan (Motto)
  • Brand names
  • Keywords
  • Target group
  • Type of web domain
  • Sitemap and site structure



Not only that, we are actually convinced that the clearer and more coherent the philosophy, the longer the life cycle and the stronger the success of a company.

If the philosophy is clear from the beginning, it will be reflected in each design element and any other type of communication. It will be present in the heads of managers and co-workers. In fact, this will attract only talents who feel aligned with the company philosophy and therefore stay longer and create faster and better results.


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