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

In its simplest form the practice of branding is about creating differentiation, making one product or service seem different from competitor products. Brand values are the core beliefs or philosophy that a brand upholds, and which differentiate it from its competitors. Another way of characterizing a brand is by identifying its brand personality.

Rather than simply avoiding failure, what a brand ultimately aspires to is to achieve a strong emotional connection with its customers – to become, and remain, what is often referred to as a ‘beloved brand’.

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.

A brand is also far more than the name, logo, symbol or trademark that highlights its origin; it is imbued with a set of unique values that defines its character and works as an unwritten contract, promising to deliver satisfaction by providing consistent quality each time it is bought, used or experienced.

A successful brand identity is made up of a series of interlinked elements that all aim to communicate the values of the brand. Alongside the brand icon or logo, the most memorable is perhaps the strapline – also known as a tagline or slogan. (The word ‘slogan’ comes from the Gaelic sluagh-ghairm, the war cry of Scottish clans.) Made up of a few wo

‘The primary function of brands is to reduce our anxiety in making choices. The more we sense we know about a product, the less anxious we feel.’

A successful brand uses its unique set of values to drive a successful business strategy – to encourage consumers to choose it over its competitors. Therefore a successful brand is one that achieves a high degree of recognition by consumers. However, this relationship is based upon reputation, so for a brand to retain its position, it must ensure t

‘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

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.

Imperative. Usually a command or direction for action, such as Nike’s ‘Just do it’.