Building a Brand?
- Started
- Last post
- 31 Responses
- CGN0
- gramme0
I second the recommendation of Designing Brand Identity. Yes, as horton says, designing a strong logo and other brand assets should come naturally to a good designer. But the brand strategy aspect, and the parts about best practices for guiding clients, not to mention the way identity projects of varying scope are unpacked, are worth reading. I daresay that such leadership and organizational skills are rarely innate in even the best designers, but are rather cultivated over time. Best practices are learned, often from a mentor and sometimes even from books or magazines.
P.S.—Is Brett Bash really still here? Amazing.
- fadein110
speak to branding expert Brettbash.com
- BaskerviIle0
"Brand is a set of associations in someone's head that drives them to a certain behaviour."
to quote our head of strategy.
those associations come from many different experiences. Building consistently good experiences is the key to building a strong brand.
From interaction design, graphics, environmental design, sound design, customer service, tone of voice, all those things contribute to building a strong brand.
You need to cover every angle, and make sure there is a consistent thought which underpins it all, one that people can associate with your brand.
- neue75_bold0
- The brand handbook is a much easier read out of the two. Less text, more pictures.Ranger
- Irafis0
But do you want to develop it or design it ..? There's a big difference ..
- emphor0
Ask this guy: http://brettbash.com/
- randommail0
I think "Branding" will die off as the baby-boomers retire (at least in the U.S.)
This generation is not openly receptive of brand messages.
Lukus_W is right in saying, "give me facts about a product that might serve a useful function in my life and let me choose, goddamnit!." Do any of us buy things based on a funny TV commercial anymore, a brand's print communications, or it's website?
- horton0
i can't imagine anything more painful than reading a "how-to" brand book.
call me naive - but i like to think some things just come naturally if you're a decent designer. if you need to read a book, then maybe you're trying too hard.
- +1brettbash
- thx bretthorton
- Now i may be wrong, (but I'm not) but branding and designing are two different animals entirely.epigraph
- I can name a quite a few excellent marketers and or branders and they prob suck at designepigraph
- I would say this perspective is naive. See my post on the next page.gramme
- brettbash0
Building a brand is easy. You do not need a book. Just look around the internet. Inspiration is everywhere®! Good luck!
- lukus_W0
I do think we should start thinking in terms of anti-brand. There's going to have to be a backlash.
People are going to (hopefully) become annoyed with the overly-devious techniques that the larger corporations are using. I think the UK advertising industry is reaching new heady heights of bullshit.
If I hear many more twee, naive, voice-overs proclaiming the virtues of yoghurt drinks or dating sites or electricity companies that 'care' I think I'm going to make it my life's mission to bring those responsible to an early grave :)
Advertisers, don't try to make me 'feel' anything about your product - give me facts about a product that might serve a useful function in my life and let me choose, goddamnit!.
- this is definitely the direction we're headed.randommail
- lots of people refuse to wear clothing with logos, i.e. no Aeropostale,etc...vaxorcist
- @lukus - that approach is hardly new - where you been hiding?fadein11
- I worked at an agency in 1997 with a statement like that...vaxorcist
- OSFA0
Brand is the Nike swoosh. Period.
;)
- monospaced0
- I was going to post this too - great presentation, I'm guessing you don't need the book after this.Ranger
- bobkat0
Brand is the the promise you offer consumers/client and also how they perceive you.
- vaxorcist0
Agency theories.... The Branding thing.....
Ogilvy:
http://www.therussogroup.com/raz…
http://www.brandingstrategyinsid…and annother perspective....
http://adage.com/cmostrategy/art…
- lukus_W0
It's not just about logos and design.
For example, take a person you know.
What makes them, _them_ ?
They hopefully have a distinct personality. They're into certain things, that might define them slightly; you might associate them with a certain place or time. The way they look might have influenced your opinion when you first got to know them .. now you might just consider it their style. But more than anything, the way they interact with the world (the things they say and do) alters the way you - and others - see them.
People most likely think of them in a certain personal way, and categorise them according to these associations.
A brand is similar conceptually, but rather than having a person at the core - there's a company, product, philosophy or idea.
A brand is built up over time through interactions with public - because of this, almost everything a company does contributes to the way that its perceived.
- e-pill0
go thru this site on Identity Guidelines.
http://werecommend.se/zyb/manual…good stuff in there.