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

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

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’.

A logo, brand mark or brand icon is a deceptively simple device. It employs a combination of shapes, colours, symbols and sometimes letters or words in a simple design that symbolizes the values, quality and promise offered by the manufacturers of a product or service.

Understanding why people buy and the triggers that make them choose one item over another is key to designing appropriately and successfully for today’s brand-savvy consumer.