Branding and Design.

As a graphic designer I have worked with several branding experts over the years. And although things change constantly there are a few fundamental principles when it comes to branding and these are pretty much unchanged since I started out in the industry some twenty odd years ago. 

Here's a few links to articles I have written about branding and design. ​

Tell a Story
Creating a brand story is the best way to differentiate your business, but it is not simply about standing out and getting noticed. It is about building something that people care about. Something they want to buy into. 

Build a Brand
A brand is your business reputation. It is through branding that you will create consumer trust and emotional attachments. A good example is Lego. They’re not just building blocks for kids. They represent childhood imagination and creativity. 

Name it
There’s plenty of ways to go about developing a name for your business. You can describe what your business is or what it does, you can take a word out of context or you can make up a brand new word.

Before beginning, plan carefully
A creative brief is a communication tool that outlines a project’s requirements, expectations and resources. It helps ensure that everyone involved in a project are on the same page.

Talk with one voice. Show one face.
Here’s my design principles and some of my logo designs. You need to communicate clearly, confidently and positively. It is absolutely vital that your logo represents your core values. 

Put it into words
While logos are visual representations of a brand, taglines are audible representations of a brand. If your business name is not already descriptive of what you do, well then your tagline should be. 

Know your colours
Colours have the power to convey and communicate meanings and messages without words. It is the most important component of a logo design and by far what people remember the most, much more so than the shape or word of the logo itself. 

Don't tell 'em. Show 'em.
Every brand, from the smallest startup to a corporate giant, need a set of branding guidelines to maintain their identity. 
Here’s a list of what I believe is essential information for a brand style guide, along with some great examples from the likes of Skype, Spotify and Orange.