Institutional identity and audio-visual marketing tools such as branding, advertising and graphic design are designed with so-called universal principles. Moreover, the relations between the employees in an institution are structured with ready-made recipes.
However, each institution creates a unique composition due to the dynamics that create it, the qualifications of its employees, the complex network of relationships where it is established, and the ambitions, dreams, competencies, skills and inadequacies of its founders and employees, just as every mother's soup has a different flavor, even though they use almost the same ingredients and the same recipe.
It seems very important to realize how compatible the recipes used are with the resources, passions and limitations available in the company's components. Allowing ready-made recipes to trigger a creative process and benefiting from their guiding effects can make things easier, but it would be a good idea to be careful not to hinder the emergence and sparking of the qualities that make the institution unique.
Ready-made recipes seem to be quite efficient. But, here is the trick: Each and every instant soup maker advertise their product as "just like your mother's soup.”
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