- Branding is perhaps the most overused
and misunderstood word in graphic design.
It has become the catch all term encompassing logos,
identity systems, slogans, and websites.
It seems as if everyone on social media
is an influencer at his or her own brand.
So, before we start with what is a brand,
let's determine what isn't.
First, and most importantly,
a logo is not a brand, unless it's on a cow.
A logo is just that, a logo.
Its job is to identify the organization,
not describe what it does.
The brand is the promise, reputation, and big idea.
It is a highly valued asset.
A brand creates emotional connections, good or bad.
We respond to brands with loyalty or reject them.
Let's start with the promise.
Consider a brand such as FedEx.
FedEx promises fast delivery,
professionalism and efficiency at a reasonable cost.
The brand may engage in other activities,
but that is the core concept that we expect.
All the communications,
advertising and messaging reinforces the FedEx promise.
Next, what is the reputation?
If I've had a good and reliable experience
with FedEx and I approve of their actions,
they have a good reputation.
The opposite is true.
Enron was named one of America's
most innovative companies for years.
Paul Rand designed the logo.
In 2001, it was revealed
that Enron lied and misrepresented its financial health.
The logo previously considered
a successful identity system now signified dishonesty.
And finally, the big idea.
McDonald's promises good food served quickly at a low cost.
But the big idea is the reliability
and safety of the same product,
whether the diner is in Hong Kong or Chicago.
They don't need to wonder if that hole
in the wall diner will be clean
or dirty and couldn't rely on McDonald's
for a consistent experience.
We are all tribal.
Brands work with the same sense of tribal identity.
I am part of the Starbucks tribe,
and Betty is with The Coffee Bean tribe.
Jack is part of the BMW tribe.
Jane identifies with the Mercedes tribe.
Every branding effort is focused on ways
to make these emotional connections and create loyalty.
If successful, the brand turns
the consumers into advocates and salespeople.
A designer focused on brand strategy beyond the logo form
will consider all the elements
that contribute to a brand's health.
It's our job to consider the promise,
reputation, and big idea.
But an organization and, in turn,
a designer, cannot create a brand.
The brand is created by the public's perception.
That perception is the result of many elements,
but we can manage the message and identify possible threats.