- Brand deliverables, or as some call it brand media,
sounds like a complicated and technical term,
but it's just a way to talk about a suite
of items that you or a client might need.
More descriptive terms might be the website, mobile app,
brochures, business cards,
and many other things that help communicate a message.
But that's a little long.
We live in a world filled with chaos
and images fighting for our attention.
A smart branding strategy and visual system
is a powerful tool.
Well-designed brand materials cut through this
and promote the message.
A clear and direct idea, skillfully composed and produced,
will always command attention
over something confusing or unattractive.
It's tempting to design a website
with one set of colors and typefaces,
a poster in another and promotional pieces in yet another,
but this communicates disorganization and chaos.
When I work on a suite of materials for a client,
I want to create an overall look and feel.
The visual system will tie all the pieces together
and communicate a sense of order and organization.
On the other hand, making every item identical
soon bores the audience, and like telephone poles,
we stop seeing them.
Good brand deliverables walk that fine line
between consistency and visual surprise.
Brand deliverables are personal.
The viewer opens and closes a publication in their hands,
or they might walk up to a poster and look for information.
These real world objects connect physically
and viscerally, the website, mobile application
and broadcast graphics may also be part
of an overall strategy.
We interact with the on-screen content
and connect to the brand intellectually and emotionally.
Each of the physical items does a different job.
A letterhead's job is to hold a personal message,
the envelope, enclose the letter.
The business card used to be similar to an old fashioned
calling card to identify you.
Now they serve as mini billboards.
A website is often the first point of contact
and needs to grab the viewer's attention in seconds.
Publications are often a mix of information and promotion.
Posters get our attention with robust
and straightforward communication.
In addition, there is a massive range
of possible points of contact,
such as clothing, announcements,
promotional swag, and social media.
Even though this may sound like a lot to work with
it's manageable, with a distinct look,
clear message and careful rollout plan.
Once completed, the client will have a proprietary
and unique brand that can stand out.
Think about the last time you saw an incredible website,
booklet or newsletter.
You remember it because it made an impact
with a solid and unique design.