For many business owners, marketing or branding brings the pound / dollar / euro sign in front of their eyes with cloudy reasoning on what the budget was being dedicated to … 3 words: lack of clarity.
Let’s make it transparent and simple to understand why branding matters and why it lays the foundations to the future success of any company.
An organisation’s brand is a whole set of associations that target markets, consumers, clients and partners make when they think about or encounter a particular organisation. What is the most common misconception? A brand is oftentimes simply downgraded to the levels of a logo or a particular colour. The logo, colour scheme, typography and imagery are individually and as a group a manifestation of a brand. These are the first impressions that brands make on consumers’ minds and even though not being perceived as the top-level communication these are the most frequently types experienced by the greatest number of people.
What are the key elements of the brand in this sense? Distinctiveness, originality, authenticity and recognisability. Examples of those companies which got “it” right are
- Nike’s swoosh – the type of logo that is simple, unique and communicated the right message that is rooted in energy, movement and life.
- Google – the type of corporate mark that expresses its simplicity and playfulness in the selected colour scheme that is being combined by a set of primary colours and instead of incorporating any additional graphics or taglines the use of a secondary colour which is green (letter “l”) translates the idea that Google does not conform to any rules and invites discovery and innovation.
- Walt Disney – this logo very much conveys a very personal message to the audience as it is being initiated by the founder himself thanks to his signature that ultimately represents the company and the brand.
A logo is an incremental element in communication as it translates the values to the selected industry, services, demographics, builds brand awareness, makes a company unique and recognisable. There are several different types of logos such as abstract, combination, pictorial, letter, emblem and watermark, whichever selected they play an incremental part in any company existence as they are the public face of a company |
Brand creation, as well as brand communication, are complex and strategic activities, and it is absolutely vital to have a creative design streamlined and within frames so nay changes and influences on performance are recorded and measured from the perspective of their impact.
High-quality branding is like a roadpost that gives directions to a company and acts as a posting signage for consumers …
A design allows translating ideas into forms of communication that is high quality and impactful therefore working through both the strategy and the implementation to ensure that whatever final results are they stand for consistency, adaptability and originality as well as alignment with the originality of a brand and its essential attributes.
Core brand design elements can be seen through the prism of senses
- Colour – vision
- Shape – sign
- Touch – materials, illustration
- Sound – name, typography
If you need support with your next branding project
such as brand guidelines
(a document which details exactly how the different
design elements should be applied in different situations -
things like typography, graphics, colours, materials, templates
and photography) gte in touch for crafting
the visual manifestation of your brand as well as staff
training on how to use them { herehere } |
These brand guidelines willl help you to manage the brand after complletion of the critical works by designers without losing the original consistency and clarity of the designs and then critical element which is the sight of your original brand idea.
