It’s pretty rare that it happens but every so often a situation comes along where it’s to a clients advantage to throw the brand standards book out the window.
I’ve been involved in a store launch over the past few weeks with a very brand conscious client, so much so that they’ve gone through at least two brand agencies with top flight client lists.
They are also very plugged in to the power of social media, and use it better than most.
During the creative process as we were putting all of the various social elements in place with the new store – namely our handy like button, we lamented the fact that as great as Facebook is, it’s brand doesn’t really play well with this particular aesthetic.
What do we do? Start diving into Facebook usage standards to see how closely we can mesh to two together without getting in trouble? Or do we let the Facebook bits run roughshod over the interface with a very brand focused group?
The answer is neither. Sort of. As much as the Facebook Like button sticks out, in this case letting it do so is an asset. Facebook functionality and recognition in context of the whole interface works to the advantage of the client. Altering appearances for the sake of brand in this case would take things a step back.
Granted the like button footprint is pretty small, if it were larger it might be a bigger issue. But even if it were a much bigger piece I’d still make the same argument.