Branding that sticks
By Rachel Won / 7 January 2019 / Tags: Design Insights
Hello to a brand new year! I am Rachel Won, just share with you my design background, a creative designer who has been working for the past 15 years. I have the audacity to setup my design studio and helped many companies with branding. Till date, I have designed, created and revamp more than 50 brand identities.
Let’s have a mind game.
What is the first brand, will you think of when comes to fast food?
What about local universities?
How about local banks?
Why do you think some brands we can remember easily and some don’t? Because these brands connect with us emotionally.
Today, I am going to share with you about Branding. It is a huge topic to talk about and it is something that is close to my heart because I am able to relate it every day, so can you. We see brand visuals at shopping malls, retails, schools, clinics and even supermarkets. There is always confusion between branding and brand logo. Let me share with you more.
What is Branding?
Branding is the overall perception of how your consumers perceived you as a company.
There are 3 tiers:
Let’s start from the foundation.
The perceived emotional corporate image as a whole. It is the soul of the brand.
A designer cannot “make” a brand – only the consumers can do this. However, as a designer, I can build the foundation of the brand. I work on the brand strategy with some of my clients. I work with the clients on how the company wants to be perceived. I asked questions like what are the company belief and direction? What are their company core values? I work with clients on the company’s vision, mission, values, taglines, brand attributes. It doesn’t stop there but needs to communicate throughout the entire company and its consumers.
The visual aspects that form part of the overall brand. It has the different parts of the brand.
The identity or ‘image’ of a company is made up of many visual devices:
- A Logo (The symbol of the entire identity & brand)
- Stationery (Letterhead + business card + envelopes, etc.)
- Marketing Collateral (Flyers, brochures, books, standee, websites, etc.)
- Products & Packaging (Products sold and the packaging in which they come in)
- Apparel Design (Tangible clothing items that are worn by employees)
- Signage (Interior & exterior design)
- Messages & Actions (Messages conveyed via indirect or direct modes of communication)
- Other Communication (Audio, smell, touch, etc. these will evoke our emotions to enhance the impression of the brand)
Anything visual that represents the business.
All of these things make up an identity and should support the brand as a whole.
A logo identifies a business in its simplest form via the use of a mark or icon. It is the heart of the brand.
A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.
To illustrate this concept, think of logos are like people. We prefer to be called by our names – Rachel, Jackie, Sally – rather than by the confusing, long and forgettable description of ourselves such as “the lady who always wears jumpsuits and has black, shiny hair”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognizable and memorable.
It is also important to note that only after a logo becomes familiar, it functions the way it is intended to do much alike how we must learn people’s names to identify them.
The perceived emotional corporate image as a whole. It is the soul of the Brand.
The visual aspects that form part of the overall brand. It is the different parts of the Brand.
A logo identifies a business in its simplest form via the use of a mark or icon. It is the heart of the Brand.
Want to improve your brand identities or create new brand logo that sticks in people’s mind?
Make your appointment with us
#Corporate Branding #BrandIdentity #BrandLogo
Educate Design a Meaningful Beautiful Logo By Rachel Won / 17 Feb 2020 / Tags: Design Insights Have you ever seen a big brand without a logo? No? That’s because there aren’t any. A logo has a major impact on how your customers will perceive your brand. So naturally,...
Educate Monetary Vs Non-Monetary for UX Research By Rachel Won / 23 Dec 2019 / Tags: Design Insights Before conduct UX Research • Select your target users • Figure out an appropriate incentive Monetary Incentives: Cash, Cheques, Gift Cards Should offer incentives...
Educate Customer Journey Map Vs Service Blueprint By Rachel Won / 25 Nov 2019 / Tags: Design Insights The difference of Journey Map and Service Blueprint Journey mapping can help you to document surface customer experiences, service blueprint helps you “evidence” the...
Educate Customer Journey Map Vs Service Blueprint By Rachel Won / 11 Nov 2019 / Tags: Design Insights Everything that happens in our lives is a type of journey. It might be a journey that spans a few minutes, a few years or an entire lifetime. It could be going to...
Educate Why Personas fail and how to make credible Personas By Rachel Won / 28 Oct 2019 / Tags: Design Insights Personas are frictional characters. Create credible personas help to understand your users’ needs, experiences, behaviors and goals. Generally, you just...
Educate When to use which UX Research Methods By Rachel Won / 14 Oct 2019 / Tags: Design Insights There are a few criteria to consider, they help to choose which methods to use • Watch users do their things • Ask users questions Research can be done in • Behavioral...
Educate UX Research Methods By Rachel Won / 30 Sep 2019 / Tags: Design Insights 20 UX Research methods answer a wide range of questions, each of methods is mapped 3 dimensions and over time with a typical product-development process. The 3 Dimensions are 1)...
Educate Focus on results, not on perfecting UX By Rachel Won / 19 Aug 2019 / Tags: Design Insights Focus on results, not on perfecting UX. When designing, think about what the person is trying to accomplish. Don't let the design get in the way.... Good reminder for...
Educate How to explain UX Design in layman term? By Rachel Won / 19 Aug 2019 / Tags: Design Insights Edison, UX designer explains his job to a 6-year-old. It is so funny. The boy is like telling him. "Please explain User Experience (UX Design) in layman term, where I...
Educate Six questions for Design Thinkers By Rachel Won / 22 Jul 2019 / Tags: Design Insights Natasha Jen: Six questions for design thinkers. After watching the video, I felt Natasha Jen is less intimating, not so aggressive compared to her first video. As she has...
Want to find out more about what services we provide?
How Can We Help You?
Schedule an appointment with us.