WHAT MAKES A BRAND?

12 September 2018

You can fall foul of overthinking your branding but using these two simple, fundamental elements you can brand anything.

 

Branding is a curious blend of visual representation and ethos. And these two elements in themselves have a symbiotic relationship. Think about it. Is there any point having a fantastic logo, dazzling design, engaging colour palettes and a beautiful blend of contrasting fonts if you cannot back the whole image up with an honest to goodness company that will deliver its products and services in the manner it says it will. Similarly, the converse is also true.

 

It takes the two to make the whole.

 

Cases in point: Apple, Nike, The Middle Finger Project, Switchblade Lemonade, Qoñi, Lune Croissanterie. Some are recognisable big brand, global names and some are niche entrepreneurs who have used branding to stand out from the crowd. There is one common denominator behind all these brands however. Purpose; expressed in their inimitable ways.

 

If you have a spare surfing minute google the story behind Nike’s ‘Just Do It’ campaign and read how they used branding to turn around a failing campaign. Nike had a strong visual brand but were concentrating on what was essentially a niche and therefore relatively finite market (elite athletes) so were losing out to Reebok bigtime. Ultimately they had to change their viewpoint and their demographic but it wasn’t just a case of targeting a wider market it also meant scrutinising their philosophy which would eventually coax the inner athlete in all of us out.

 

This attempt to provide a concise synopsis of Nike’s success isn’t nearly eloquent enough and certainly doesn’t do it justice but if you do get that surfing minute what you read will provide you with a valuable insight into the relationship between ethos and visual representation and what it takes to find the purpose to drive your business.

 

Purpose applies to all businesses, great and small, it keeps you motivated and dictates how you will run your business. It’s how you will get, and keep, your employees on board. It will also help you to bring together the design elements of your branding.

  

Visual representation should be a reflection of your company’s ethos.

WHAT MAKES A BRAND?

12 September 2018

You can fall foul of overthinking your branding but using these two simple, fundamental elements you can brand anything.

 

Branding is a curious blend of visual representation and ethos. And these two elements in themselves have a symbiotic relationship. Think about it. Is there any point having a fantastic logo, dazzling design, engaging colour palettes and a beautiful blend of contrasting fonts if you cannot back the whole image up with an honest to goodness company that will deliver its products and services in the manner it says it will. Similarly, the converse is also true.

 

It takes the two to make the whole.

 

Cases in point: Apple, Nike, The Middle Finger Project, Switchblade Lemonade, Qoñi, Lune Croissanterie. Some are recognisable big brand, global names and some are niche entrepreneurs who have used branding to stand out from the crowd. There is one common denominator behind all these brands however. Purpose; expressed in their inimitable ways.

 

If you have a spare surfing minute google the story behind Nike’s ‘Just Do It’ campaign and read how they used branding to turn around a failing campaign. Nike had a strong visual brand but were concentrating on what was essentially a niche and therefore relatively finite market (elite athletes) so were losing out to Reebok bigtime. Ultimately they had to change their viewpoint and their demographic but it wasn’t just a case of targeting a wider market it also meant scrutinising their philosophy which would eventually coax the inner athlete in all of us out.

 

This attempt to provide a concise synopsis of Nike’s success isn’t nearly eloquent enough and certainly doesn’t do it justice but if you do get that surfing minute what you read will provide you with a valuable insight into the relationship between ethos and visual representation and what it takes to find the purpose to drive your business.

 

Purpose applies to all businesses, great and small, it keeps you motivated and dictates how you will run your business. It’s how you will get, and keep, your employees on board. It will also help you to bring together the design elements of your branding.

  

Visual representation should be a reflection of your company’s ethos.