BRAND IDENTITY ACHIEVING BRAND RECOGNITION, EQUITY & SUCCESS

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1 BRAND IDENTITY ACHIEVING BRAND RECOGNITION, EQUITY & SUCCESS Brand recognition and other reactions are created by the accumulation both directly relating to its use, and through commentary. American Marketing Association By Rebecca L. Cooney, MSC Clinical Assistant Professor Washington State University

2 Visual Approach Logo Iconography Typography (font suite) Color palette Photography style Editorial Approach Compelling copy Address the audience Emphasize benefits Differentiate Be concise Brand Destination Planning process asks (Sevier, n.d.) Where are we today? Where do we want to be? What is in the way of getting there? How can we get there? Are we getting there? BRAND FORMULA An organization s brand identity is its greatest opportunity to express itself, create brand awareness within the community and primary target audience members. The brand should reflect the appropriate target age and demographic with the color scheme, fonts and logo, as well as its editorial content and visual approach.

3 Brand Position: How a company is perceived in the minds of customers/target audience Brand Promise: Defines what customers/target audience expects from a company Brand Drivers: Describes what a company does better than anyone else and articulates how it will stand out from the competition or similar products. Brand Personality: Defines what a company stands for how it behaves, speaks (tone), thinks, acts and reacts in its outreach, promotions and business practices. BRAND PLATFORM Put the brand platform, editorial approach and visual approach together and you achieve the following: Brand consistency Brand equity Brand success

4 LOGOS 80% of images that feature a brand s logo do not include written mentions of the brand -BrandWatch Paul Rand, one of the world s greatest designers states that a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything. -Smashing Magazine

5 5 Principles of Effective Logo Design Simple Memorable Timeliness Versatile Appropriate LOGO DEVELOPMENT Design brief: Brainstorming notes about desired essence and tone of logo Research: Review of competitors, industry itself, best color and font affiliations Sketching: Sketch ideas using paper and pen first spark the imagination Digital design and revise using tools like Adobe Photoshop and Illustrator Present to client or stakeholders Finalize, design for application (jpeg, png, eps, tiff) and responsive application (see next slide) Source: Jacob Cass, Smashing Magazine

6 The modern logo has to work harder than ever before Today s logos have to work with a growing plethora of smart devices with varying screen sizes and resolutions, displaying responsive websites. -John Tarr, Smashing Magazine References in support of creating responsive logos Smashing Magazine Logo Design for Responsive Websites Samples of top quality, big brand responsive logos (shrink browser to view mobile-friendly designs) Tips for adapting logos for small screens from Viget Designer s guide to responsive logos from JustCreative.com RESPONSIVE LOGOS Responsive logos are designed for incremental reduction where quality is sustained and brand is preserved. Source: Oxygen Design Studios

7 RED BLUE Youthful, bold, passion Strength, trust, reliable Triggers stimulation, appetite, action Attracts attention Increases pulse rate Creates a sense of trust A favorite color for many people Conveys professionalism Curbs appetite COLOR PALETTE YELLOW GREEN ORANGE NEUTRAL Optimism, cheerful, warmth Tranquility, growth, health Confidence, friendly, enthusiasm Balance, calm, premium Associated with optimism and happiness Attracts attention Stimulates mental processes Connotates eco-friendly Conveys growth Affiliated with health, fertility and relaxation Human brain affiliates green with increased productivity Creative and kid-friendly Creates buzz and action Targets impulsive shoppers Represents cheer and confidence Conveys professionalism Black color affiliated with intelligence and authority Connotates simplicity Connects with high quality and luxury Colors have an emotional meaning. Often this meaning varies from person to person but there are some common reactions associated with each color. If you do a quick survey amongst friends on which colors they would define as happy, you will get very similar answers most of the time. -Wix Source: The Role of Color in Branding (Market Inspector)

8 Each element of the design contributes to user experience, typography is considered to be the core element because users spend more time reading texts than enjoying pictures or doing something else. All parameters applied to the web page typography, no matter what it is: spacing between letters, size, color etc., has a great psychological and emotional impact on viewers. Alex Bulat, Template Monster Aa Bb Cc Dd FONTS Serif Fonts: Serif fonts have short lines at the top and bottom of each letter. Tend to be more formal in feel. Work best in headings. San Serif Fonts: To be sans is to be absent-of the short lines found at the top and bottom of letters. Best for body copy and headlines. Script Fonts: Cursive fonts used to elicit elegance and style. Best for headers or accent copy. Should not be used in body copy due to readability. Decorative Fonts: Typically custom creations best for headlines. Should not be used in body copy (too hard to read when small)

9 MESSAGING Company Positioning Statements connect an organization s topic focus with those who want to engage with them. It articulates what they value and differentiates them from their competition. Key components include who the organization is, what they offer, their purpose, contributions, impact and benefits. Company Core Messages include: Key terms and phrases List of [types of] products and services Your company personality traits Problems you are solving Emotional pull you will use to make customers feel good about your company and products Promise you will make to your customers every time they engage with you or use your products

10 KEY MESSAGES Concise: Avoid jargon and acronyms Specify: Address a particular challenge and audience Short: One memorable sentence, seconds to say Key Messages Positive: Talk about what one can do, not what you can't Active: Make every sentence active Key messages are the core of your writing. Key messages open the door to direct communication with your audience because they bridge what your audience already knows and where you are trying to take them. You have a point to make whether to educate, discuss, promote or advocate. Within every text, key messages are the messages you want your audience to remember and react to. They are The Message, the essence. Within all your writing, key messages keep your writing on track with what you are trying to accomplish. Readers should always come back to your key messages. Dr. Judith M. Newman, Lupin Works