Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)

five key stages: 1. Customer research and visual enquiry 2. Concept development 3. Design development 4. Design implementation 5. Testing

Create a culture that attacks the brand’s weaknesses and fixes them before the competition can attack.

Find a way to listen to your consumers and stay ahead of trends. Watch for dramatic shifts because they can really open a door for a competitor. It is easier said than done, but do not be afraid to attack yourself even if it means cannibalizing your current business. A good defence starts with a good offence.

‘There is a fundamental shift taking place in the way that brands build relationships with consumers, driven by the combined forces of social and mobile technologies.’4 The Internet has provided the perfect platform for two-way communication between individuals and brands, with instant opportunities for consumers to capture ‘real time’ experiences

Superlative. This defines the market position as top of its category, for instance BMW’s ‘The ultimate driving machine’.

Provocative. This may use a thought-provoking question, or irony, for example, VW’s ‘Think Small’.

To succeed in branding you must understand the needs and wants of your customers. There are many different ways to create a successful branding strategy, but most design agencies start with research.

Uniqlo, a Japanese clothing company, has produced a number of notable app options. Designed to support and improve consumers’ daily lives by making everyday routines more fun, engaging and joyful, ‘Uniqlo Wake Up’ (pictured here) ‘Uniqlo Calendar’ and ‘Uniqlo Recipe’ have been created in the hope of becoming indispensible tools. The goal is for the

Consumer culture theory argues that people buy one brand over another because they feel it reflects their own personal identity, or one that they wish to create.

If successful, a branding strategy will create the perception in the mind of consumers that there is no other product or service on the market quite the same.