- The world of branding is a complex world
with multiple ways of communicating.
The times of a nice logo
and clever print campaign is gone.
Today we cover our bases
and manage all points of communication
from a poster to an Instagram post.
Let's look at the primary elements
that are part of a branding project.
We'll cover this more in detail in the following chapters.
My first step with a brand is to determine a clear strategy.
Now, this is often misunderstood,
and a designer may barge into meetings
with a CEO claiming to understand everything
about his or her business
and dictate how to run the company financially.
Unless you have a business degree,
it's best to leave that to people
that actually have an MBA.
When we talk about strategy
in the context of design,
we're talking about communication strategy.
What is the client saying to whom and how?
To design a solution that is effective,
like a doctor with a patient,
I need facts to find the right direction.
I determine the answers to these
by collaborating with the client,
interviewing people and researching external perceptions.
We'll cover this more in detail later also.
The conversations and research will lead
to a clear statement
that articulates the client's vision and brand identity.
I also develop a list of guiding attributes.
Once the client agrees with these,
I can refer to them when judging any design work later.
This may require a little back and forth dialogue
to find the right words that everyone agrees with.
But once these are approved,
nobody can throw in a surprise later,
like we're about cats.
Now that my client and I are on the same page
about what we are communicating, to whom and how,
I start with a logo exploration.
The logo is the entry point to the brand.
It's the visual expression of a brand's identity and values.
It's shorthand and tells the viewer who is speaking
and what they believe.
It doesn't describe the client's business.
It identifies it.
The visual system is the kit of parts
that give the client a proprietary look.
Being consistent with typography, color,
images and style helps the viewer identify
the brand quickly.
This also reinforces the brand message.
Is it luxurious and rich, serious and stable
or innovative and new?
The goal is to combine all of these elements,
the logo, color palette, typography,
images and style with the right words
to communicate a clear message.
If it's done well, I should be able
to know what the brand is
without seeing the name or logo.
The process of research and developing a strategy
will require frequent check-in with the client.
This is a true collaboration
between you and the client.
Ongoing communication and review
of alternative ideas help guide the solution
to the right message.
You will never know your client's business better
than they do.
It's important to work with them.
Don't reject an idea if it sounds crazy.
There might be something there.
Remember, clients are civilians, not designers.
They may not know the best way to express their thoughts.
Patience, while creating is, as always, a virtue.