Specification: Color, fonts, style guides for use of brand components keep things looking sharp across the range of marketing implementions
of a brand.
Meet Lady, the Color Watchdog.
Your Brand = Promise
Your logo is your business fingerprint, and acts as a placeholder for your uniqueness. The goal of branding is to establish your product or company promise in the marketplace. Success grows from satisfied promises, repeated exposure and promotion.
Branding: Key elements of your success
Your logo, tagline, choice of font and color pallet are important elements of your external communications. Among the billions of products and services, what makes your brand memorable? What is your niche and how are you perceived from within the context of competitors?
Personality, voice, promises
Variety is fun but buyers are responsive to consistency. Even innovation falls into categories. Respect the roots, relationships and styles of predecessors in your field.
Setting expectations
Be respectful of your audience and of your competitors. Be unique but be aligned with standards established by your genre. What do your colors mean? Be legible, repeatable, scalable.
There are books and schools dedicated to branding, consumer psychology and market research. I've been on creative teams
doing corporate rebranding and have enjoyed working with a variety of people in businesses with different outreach needs.
A new brand may be a sub-brand of existing styles, may arise out of a need to differentiate an offering, or be something
we get to
create together, from scratch.
I wonder: what percentage of the US GDP is spent in compensation and materials for brand research?
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