What's in a Brand?
- What's in your Brand?
- What can customers expect from your brand?
- Why should consumers choose your brand over that of your competitor?
- Is it important to have a logo as part of your brand?
- Does your logo contribute value to your brand identity?
- Should I even have a logo?
I am prompted to write this after reflecting on the changes we made as part of our recent Web-site redesign project with partner Kuno Creative and after reading this blog article, Brand Logos: The Good, the Bad, and the Ugly from Rachel Sprung of HubSpot last week.
Designing Brand IdentityIn her book Designing Brand Identity, Alina Wheeler has helped thousands of companies improve their image and sharpen their brand value proposition. The following excerpts from her book are relevant to our conversation and are worthy reminders of important brand basics.
- The best Brands marry intelligence and insight with imagination and craft. (Connie Birdsall, Creative Director, Lippincott.)
- Brand Identity fuels recognition, amplifies differentiation, and makes big ideas meaningful and accessible.
- A Big Idea functions as an organizational totem pole around which strategy, behavior, actions and communications are aligned. These simply worded statements are used internally as a beacon of a distinctive culture and externally as a competitive advantage that helps consumers make choices.
- The right Name is timeless, tireless, easy to say and remember; it stands for something and facilitates brand extensions.
- Creating Value is the indisputable goal of most organizations. A brand is an intangible asset -brand identity, which includes all tangible expression from packaging to websites, upholds that value.
- A Wordmark is a freestanding word or words. It may be a company name or acronym. The best brandmarks imbue a legible word(s) with distinctive font characteristics, and may integrate abstract or pictorial elements