WHY MAKING A BRAND FEEL LIKE ITSELF IS THE REAL CHALLENGE

Summary from the TLDR Design newsletter

Strong brand systems make visual consistency easier than ever, but many brands are losing their distinctiveness because their behaviour—personality, tone, pacing, and confidence—is harder to define and maintain than logos, colors, or typography. As content production scales across more channels and teams, consistent brand behaviour becomes a key differentiator, with motion design playing a particularly important role in expressing a brand's character and making it instantly recognizable.