what exactly is a brand?
The term ‘brand’ is often wrongly interpreted as the visual reflection of a company. It does however go far beyond this: it includes everything from the name, logo and motto, to the values and personality, the appropriate tone of language and onto establishing a unique identity with a clear mission. It represents the overall perception and reputation of the organisation, company, product or service and aims to encourage recognition and loyalty.
branding & design
Branding is complex and will vary much depending on context and inherent goal. However, there are common principles which we will focus on during our design process. We can use the following core aspects to evaluate whether our design drafts and iteration complement and enhance the brand persona and are in keeping with the overall brand message and promise.
A strong brand...
...is professional, reliable and delivers on its promise.
Being professional and delivering consistently high quality will create a sense of trust and credibility and establish the brand as a strong contender in its field. Dependability and consistency will ensure that the brand delivers on its promise, and meet or surpass expectations. The better the experience of the audience, the more positive the connection and long-term relationship will become.
...is unique and memorable.
To grab attention and differentiate itself from competitors, an effective brand will have distinct characteristics to set it apart. It will be consistent, transparent and recognisable, striving to leave a lasting impression. This will encourage one of the most powerful means of promotion: word-of-mouth ~ which will add to the brand outputs across other media.
...is transparent and makes connections.
By effectively communicating its story and values, a strong brand strives to convey trust, authenticity and understanding. Being open about its practices, it will aim to portray credibility and to connect and bond with its audience beyond the product/service.
...stirs emotions and evokes loyalty.
A strong brand aims for emotional connections with the intention to build loyalty and advocacy. It will focus on creating a sense of community and foster affinity and trust with its audience. When people have strong emotional ties with a brand, they are more likely to remain loyal in the long run.
brand design across media
To design a strong brand, all aspects have to come together. Our job as designers is to give the brand persona and voice its visual dimension, enhancing the message.
the ICON HANDBOOK -
