With our experience working with various organisations, there are two types of designs typically asked of us: one driven by gut feel and how the logo is best represented and another one that focuses on how brand strategy and the brand story can be integrated across touchpoints For a brand to stand out in the long run, it is not just about the visuals or your logo.
Think about this: Starbucks logo is a naked mermaid, Nike is a swoosh and Google is just font typography. Simple, understated and really not visually that powerful but yet each of these brands tell a powerful story across its key touchpoints.
Think about how iconic these brands have become. Remember Strategy drives the Experience! Focusing on logo or just collaterals without giving thought to your overall experience is risky and. Stop thinking about the logo and start thinking about your brand experience. Do you want a brand which looks good today but forgotten tomorrow?
In nutshell:
Design-led Branding
• Focus on Tagline
• Focus on Logo
• Focus on Collaterals
Strategy-led Branding
• Focus on Overall Brand Experience across Touchpoints
• Focus on Delivery of Brand Promise
• Focus on Memorable & Differentiated Branded Stories
Keep building your brand and remember that Experience is Everything, get that wrong and Design no matter how creative will be forgotten.
Jerome Joseph, CSP, CSPGlobal is an award winning Brand Strategist, Best-selling author and professional speaker who consults and speaks on Brand Strategy, Internal Branding and Personal Branding. He has spoken and consulted in 34 countries and has worked with over 1000 organisations.
