DesignMarketingStrategy

The making of a Brand

By March 1, 2018 No Comments

A bitten apple, and a simple swoosh – what really makes them as iconic as they are? With no dearth of competition in the categories they play – what makes these companies stand out, make extraordinary revenue and be loved? What is it about their identity that no one can ever mimic – regardless of categorically mimicking several of their products?

Truth is – we cannot really pinpoint a particular factor. A brand is a culture – not just a color, a shape or a tagline. It is an idea, an experience, and a vibe – that comes together beautifully as a singular, timeless persona. Its ‘value’ lies in the eye of the beholder, but with a strategic approach, we can create an uprising – a careful assimilation of thoughts, that together form the ‘brand’.

brands in a supermarket aisle

brands in a supermarket aisle

Where does a brand begin?

Like any great idea, a great brand begins as a thought. It surrounds a business’ unique story – the story of what they stand for, who they communicate to, what they wish to communicate and where they envision their future. Typically beginning with an analysis of the audience sentiment, the competitive landscape, and the internal storytelling – the brand springs into life and evolves basis its intended audiences, regional needs, cultural impact and the timing of the storytelling.

 

Brand Consistency in Coke

Consistency is key

An essential characteristic of a good brand is that it gives out a unique message. As a design-driven agency, we are always looking to create a brand position that is quickly recalled and thought of – regardless of the existence of millions of similar products – that seemingly solve the exact same problem. It is critical to delivering a singular and consistent design language across properties – whether they are digital or in print – and deliberating a design system that is uniformly adaptable even in the future. Defining the constraints within which the team can play creatively, and communicating the same as a guideline becomes crucial to ensure consistency across collateral – and hence, the brand’s ‘identity’.

Brand design for multiple media & form factors

Diverse, yet similar

Yet another unique challenge of brand building is the diversity of platforms available, on which collateral could be constructed – both text and design. This includes online and offline media, primarily – but varies from print ads, brochures, outdoor advertising, digital advertising, video, animations, and banners – and that’s just the tip of the iceberg. Each of these media is unique in who it targets, how it is discovered, how it is perceived and what cost it demands – and it takes a clever designer to understand where the brand stands, who it reaches out to, and find the best methodology to approach them.

A very basic, yet good example for this, is that of color gradients. Gradients work fantastically in the digital medium, but fail miserably in print – given their dependence on the actual print type and quality. So, if a brand targets a typical digital audience, adopting gradients in design might work out in favor of the brand. Similarly, while developing creative content for a digital medium, one needs to be cognizant of the fact that online viewers have much shorter attention spans than their print counterparts – and any content that isn’t crisp and direct is ignored immediately. Result, brand fail.

Having been in the business of creating fantastic brands for close to a decade now, we understand what makes a customer tick (or click, when digital), and a brand stick. With experienced strategy & design teams, we endeavour to build brilliant brand experiences.

Got an great business that you’d like to make a brand of? Write to us, right away!

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