The four principles for bringing your brand to life
Business these days is a complicated endeavour but, at the end of every transaction, is a human being looking for simple solutions.
That’s where good design comes in – finding the meaning in complex business ideas, expressing them concisely and coherently so they’re easily understood and, ultimately, improving customer engagement and the brand experience.
Our design process for bringing brands to life is based on four simple principles:
If you can’t be seen you can’t be heard, or remembered.
Recognition is achieved through the design and development of distinctive brand assets and templates to create cut through and drive brand awareness in cluttered markets.
Brand assets start with your name and brand identity, but also include colour, iconography, imagery, typography and the look and feel of everything that has your brand on it.
Over time, the consistent use of these brand assets across all digital and physical touch-points builds distinctive memory structures to ensure your brand is top of mind when customers are ready to buy.
Just being visible is not enough. For any brand to stick in the mind it must stand for something; it must have meaning.
People are exposed to thousands of brands each and every day and, without meaning, what they see is easily ignored or lost in short-term memory.
Although meaning comes from within; from what you do, how you do it and why it matters (your ideology), it has to resonate externally and be expressed consistently through every customer experience.
Today, people interact with brands through a massive variety of touchpoints and it’s important that every interaction and transaction – every brand experience – reflects your brand.
It isn’t about a formulaic adherence to brand guidelines. It’s about adapting what you communicate and the digital and physical channels you use to the specific audience you are communicating with while staying true to your unique ideology.
And then it’s about putting the tools in place to manage your brand, ensuring brand partners and ambassadors have what they need to maintain that cohesion and faithfully replicate your brand experience anywhere in the world.
While repetition is important for building brand awareness, customers’ needs and markets are continually changing and it’s vital your brand communications remain relevant.
That means actively talking to customers, listening to feedback from front-line staff and continually optimising your messages, and the way you communicate them. It even means testing what works and what doesn’t to ensure communication budgets are spent efficiently.
Brand Identity Business Naming Brand Asset Design Communication Design Customer Experience Design