Branding is all about impressions
Truth be told, I never made the connection between branding and designing when I first started out. I just thought you designed to make nice, appropriate layouts.
Then, one day, I wanted to create a sort of “catalog” for all the designs I had done for Roger C. Parker in relation to the launch of his last book, Design to Sell (www.designtosellonline.com)
It was only when I saw all those pieces together that the concept of “branding” as a design tool took shape in my mind. That informal catalog eventually evolved into my branding book once I realized what a powerful tool branding was.
What I think branding is
Your brand is really your reputation on the line.
Branding is about how you present yourself. It’s the impression you want to give others about who you are and what you do. Frequently, although we hate to admit it, we form opinions based on appearances. It’s human nature. Why would that be any different with design?
In design we take into account color (with it’s effect on people), type, images, and the overall look of a piece. All these combined send an impression to your reader. Your audience immediately draws it’s own conclusion about what type of company you are and what they can expect from you.
Questions to ask when building your brand:
- What does your company stand for?
- What are your strengths?
- What kind of service do you provide?
- What are you offering your clientèle?
- How do you plan on delivering on your promises?
- What do you offer that your competitor(s) doesn’t?
- What image are you going for?
- What do you want people to say when they see your promotional materials?
C O N C L U S I O N :
Creating a brand is about knowing your clientèle and showing them what they can expect from you. It’s all about how you project who you are and what you can do for them.
FOR MORE INFORMATION:
If want to know more about using branding in your designs and more in-depth tips and techniques, please refer to my branding book.
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