These days it’s not enough just to have a great idea for a brand. It’s all about how you market it; from the design plans you put in place, to the way you execute every single project. In fact, it’s not enough just to be a brand; you have to have consistent and memorable branding, which absolutely shapes everything you do. Every industry takes this majorly into account, and there are people involved with it on all sides of the spectrum, from start to finish. From the creative directors who talk about ideas, shapes and colors, to the teams whose job it is to think of a concept, right through to the graphic designers at the end, everyone plays an integral part.
Some of the world’s most instantly recognizable brands got to where they are because they’ve carefully considered this full package, to truly represent who they want to be. Take Apple as the perfect example. We’ve all seen the logo. You know, the one that’s plastered onto every iPhone and Mac computer. It’s tasteful, slick, and simple. Sure, it’s just an apple with a bite out of it, but it represents so much more. Apple as a company aspire to be world leaders in terms of digital communications and the internet, where we all benefit from a fountain of knowledge that’s at our very fingertips on their devices. That one key word, knowledge, is more important than you’d think, though, given that it’s been carefully crafted out of one of the oldest stories of our time! Think back to the bible, and to the story of Adam and Eve. They were tempted by the devil to take a bite out of an apple, and once they succumbed to this temptation, they acquired the knowledge that they were naked, and in the story, this made them feel ashamed. The first bite represents that first moment of knowledge falling upon humans, with all the good and bad that has been brought along with it. Now, the use of the apple logo in Apple’s products is so powerful, and that’s part of the reason the logo and name are synonymous. Catchy, sure. But clever, too.
Brands of all sizes have similar thought patterns behind their logos and overall style. Whilst not every single one is a household name in the same way that Apple is, their branding helps tell a story, and is symbolic rather than merely appearing as a logo. Take, for instance, MrGreen, the casino site whose logo is a smooth and slick man in green dressed in a suit. This logo represents aspirations of wealth and class as well as style. Businesses of all sizes need to put time and effort into their branding in order to achieve success. As in the Apple example, nothing can be left to chance – color psychology says that green represents money and stability, two things which a casino would certainly want to associate themselves with. A suit as an emblem follows a similar theme – a person dressed in one is reliable. When looking at where to game online, it’s a clear choice to go with the option that seems above board, which has been taken care of in such a design.
There are certainly more examples – brands like Toms (whose simple brand name inside an Argentinean flag represents the country which inspired their desire to help the world with their one-for-one approach to selling shoes), make it clear why a company has chosen the branding that it has. They want to be a brand of the world; one that’s as much a part of it as one that helps it, and that’s exactly what they’ve done using flag imagery and their overall messaging. It doesn’t stop there, of course, as if you take a look at Nike products, you’ll instantly recognize that famous tick, which of course is a universally recognizable visual representation of their mantra: just do it!
According to the Design Council, the power of branding is immeasurable. If you want your brand to appear a certain way, be it youthful, philanthropic, stylish or anything else, you can easily achieve this with branding. It is capable of having positive (or negative) connotations, and actually brings a set of associations and connotations to people’s minds. Sometimes, these are conditioned into us. Other times, branding relies on symbols we are already familiar with and expects us to connect the dots, which we do right away, even without realizing it. Branding allows you to add value, connect with your customers – and gives you an edge over your competitors. So, it makes sense to choose wisely!
We all know brands which stand out from the crowd and which are instantly recognizable. In our daily lives, it’s likely that we make snap judgements on even the most seemingly trivial brands based on the branding that we are presented with. Keep branding in mind, because it’s likely that you’ll be able to spot a company’s ethos, values, vision and personality in the way that they are communicating to – and with – you.