Collection of Brand Identities
10 May 2013 Collection of Brand Identities Creative
A collection of identities I have had the pleasure of working on.
In one sense, perhaps the most important sense, a brand is a promise. You know what you’re going to get with a well-branded product or service. In another sense, a brand is a specific combination of logo, words, type font, design, colors, personality, price and service.
It’s also a bundle of attributes. The promise, look, personality and attributes can eventually acquire a special patina of what I call “me” appeal. Buying a certain brand says something about the person who buys it. Apple has that patina. It takes a lot of time, money and very hard work to build and maintain great brands like that, brands that can speak volumes in just a few syllables.
If you’re going to develop your brand, you want to head down your own road. Your brand has to plant itself in the hearts and minds (especially hearts) of prospects and customers.
It also has to be memorable. Your brand is the focus of all your marketing efforts (yes, it needs to say something about your company, connect with your target market, be motivating in some way and always create loyalty).
When you think about your brand, think about all the elements: promise, personality, look, voice, service, attributes, memorability, even patina. There’s a good chance that if you ask customers, prospects and competitors about it, you’ll be surprised at how strong your brand actually is.
It’s shorthand for what you are. Does your brand make you feel great about your own company?