Great brands know a logo can't carry all the weight. Neither can your name, business card, packaging, or website. Everything must work together to tell a compelling story.
Branding can simplify your audiences decision-making process. Consistent messaging, removing obstacles, clarifying benefits, standing apart, and aligning values can make the process of choosing you easier.
Branding should not be a pit where money simply disappears. When done effectively, branding should result in an ongoing source of value, inspiration, and direction.
Branding is a never-ending work in progress. To continue offering a clear and compelling choice to people, companies must constantly adapt and reinforce their purpose.
Strong connections with a brand are often the result of memorable moments. Good or bad, it is often in these surprisingly small gestures that a brand develops meaning for us.
Successful branding invests in the intangibles. Things that do not directly affect revenue. They create memorable moments, develop stories, and think long-term.
People always have a choice. They can go to a competitor (direct), use a different solution all together (indirect), choose to do nothing, or choose you. Does your brand simplify their decision?
Great branding invests in the intangibles. Things that do not directly affect revenue. They create memorable moments, develop a story, and think long term.
Being ‘the best’ rarely guarantees success. Better ideas, people, and technologies fail all the time. To cut through the clutter, brands must invest in expressing why they are special.
It’s shocking how many companies claim to be unique while looking, sounding, and behaving the same as their competition. Great brands stand out. How else would we take notice of them?
Much of the advice we commonly give our kids regarding character also applies to branding. These ten tips are meant to help companies look at their brand as a living entity that demands constant care and attention.
By thinking more about your particular audiences needs, every company—including yours—can discover small ways to create meaningful connections with big brand impact.
Rather than broadly answer what makes them ‘the best’, clients are better served by determining what specific aspects about their offering are meaningful to a particular audience.
Strategy informs and equips a designer to properly engage in a business exercise, and not just dabble in creating something pretty but potentially ineffective.
