Sydney Branding Services

•••

  • Home
    • About
    • Services >
      • Graphic Design
      • Logo Design for Sydney Businesses
      • Illustration
  • Branding
    • Branding for iPAC Solutions
    • Branding for Norwest Orthodontics
    • Branding for Giaconda
    • Branding for GEO Australia
    • Branding for Shape Clinic
    • Branding for Lasersmooth
    • Branding for Kaye Gartner Health
    • Branding for Gowrie NSW
    • Branding for Emission Traders
    • Consortium Branding Design
    • Branding for Lasercool
    • The-difference between a logo and branding
    • Branding questionaire
  • Corporate Design
    • Annual Reports
    • Amgen print collateral
    • Tasman Tanks Design
    • Corporate Design for Tasman Belting
    • Corporate Logo Design
  • Website Design
    • Verandah Press Website
    • GEO Australia Website
    • SmokeBusters Website
    • Centre for Digestive Disease Website
    • Medical Centre Website
    • Shape Clinic Website
    • Cosmetic Surgery Website
    • Mindfulness Website
    • Natural Therapy Centre Website
    • Connor Stevens Legal Practice Website
    • Email Newsletters
  • Advertising
    • Advertising for Shape Clinic
    • Advertising for Dexion
  • Contact
    • Quote Request

10 tips for great branding

25/2/2013

0 Comments

 
  1. Branding and design are, to a large extent, inseparable. "A brand is not your logo or ID system," says Brunner. "It's a gut feeling people have about you. When two or more people have the same feeling, you have a brand. You get that feeling via smart design, which creates the experiences people have with the brand. Everything you do creates the brand experience, ergo design IS your brand."
  2. If design is the brand, stop thinking of branding and design as distinct disciplines. "It's all about integrating design and brand," says Doucet. "We need to cease thinking of them as different disciplines. The essence of the Apple brand comes through its design. Take the logo off a BMW and you still know it's a BMW."
  3. Brands need to create an emotional relationship with people. "We are all emotional beings and we have emotional relationships with brands we trust," says Brunner. "Designers need to make that happen. A designer must take the values and assets of a company and transform them in a special way that connects with people emotionally."
  4. Designers need to "get" the essence of the brand. "For designers to build a great brand, they have to understand it," Hill points out. "You need to understand its history, its values, and what it means to people. Can you imagine designing the latent Jeep without understanding the brand archetype of what it means for a product to be a Jeep?"
  5. Design needs to be strategic from the outset. "For design to have a major impact, it's got to get involved at the strategic level," said Hill. "It can't be an afterthought or superficial trappings to be put on post product creation. Samsung's brand became powerful only after they put a Chief Design Officer in place and made it a priority for the company."
  6. Integrate design early in the process to drive innovation and create solutions. "Good designers approach design as an opportunity to ask questions," says Doucet. "Solution generation starts by questioning initial assumptions. Rather than ask myself 'How should I design Widget X?' I need to be asking 'Do we really need Widget X or is there a better solution to this customer problem? So a designer needs be there at the beginning and be connected to the decision-makers. For example, at Braun, Dieter Rams sat across from the owner of the company."
  7. Don't overdesign. "With the increasing emphasis on design in the world today, it's important to avoid the 'over-designed syndrome,'" says Hill. "A simple, well-thought-through, authentic design is often the best. Everything doesn't need to be redesigned; sometimes what we have in hand is better than what we seek. It's not all about being different; it's about being better. If Levi Strauss wanted me to redesign the patch on the back of their jeans, I would look in their archives for the original."
  8. Use design to continually reinvent the brand. "Some folks think they know branding," says Doucet. "Figured it out long ago. 'Hi. I'm someone you'll like. You'll know it's me because I always wear a red polo shirt (pantone 185 to be exact) with blue pants and a yellow belt.' You can't think that way today. Brands need to allow themselves to constantly update, and be much more fluid. Look at Google; they morph their logo for special occasions. Constant change is a big part of who they are."
  9. Use design to make a difference. "Design can make a difference in how we live," says Brunner. "Take sustainability. A lot of what is done in that area is 'making bad, better.' We're taking wasteful things and seeing how we can make them not so bad. We need to start thinking about how we can use our design tools to encourage people to change. You do that by making 'doing better' also be fun, interesting and (importantly) the path of least resistance. And you do it in an encouraging, not controlling, way. Design needs to do that in order to reach a larger audience than just the small group that is socially driven.
0 Comments



Leave a Reply.

    Archives

    July 2014
    June 2014
    March 2014
    January 2014
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    June 2013
    May 2013
    April 2013
    March 2013
    February 2013
    August 2012
    July 2012

    Categories

    All
    Advertising
    Apps
    Branding
    Brand Names
    Business
    Design
    Direct Marketing
    Email Marketing
    Logos
    Marketing
    People
    Social Media
    The Design Business
    Websites

    RSS Feed

    Enter your email address:

    Delivered by FeedBurner

    coverthink.com
Branding SYdney since 2001
Branding  Sydney Business for over 15 years
Logo Design
Branding & Indentity
Print Design
Brochures
Newsletters
Annual Reports
Advertising
Graphic Design

Print Management
Marketing
Websites
Hosting
Email Marketing
Copy Writing
Publicity
Editorial
Signage
Presentations
Print Management
Naming
Art Direction
Photography
Media Placement
Campaigns

Design | Branding & Identity | Print Design | Brochures | Newsletters | Annual Reports | Advertising | Print Management | Marketing | Websites | Hosting | SEO + SEM | Email Marketing | Copy Writing | Publicity | Editorial | Signage | POS | Art Direction | Photography | Retouching | Illustration
Postal: PO Box 738
Pymble Business Centre
Pymble NSW 2073
Tel: 02 9402 6228
Mob: 0403771117

BACK TO TOP

© Sydney Branding Services | All Rights Reserved