Here are a few of my favourite brands.
Over the years I've come to realise that there are some very important factors about being a graphic designer. One of them is working professionally with a company that has designed a profile that is fluid. But even if it's not designed that the company is consistant "visually" and "verbally" in order to convey their message.
Consistency - is in my view, about having a "Style Guide" or a Corporate visual identity that is extensive enough to allow for the individual designer to create/design and flexible enough to keep visual consistency. This builds trust with the clients. In the end, when you step back from the brand you need to see that they are showing the same style and this is what gives credibility to a brand. A company that doesn't have a solid base always ends up confusing the consumer/employees.
I wish more brands would take this seriously.
Tone - in my view, is keeping with the visual look. It is just as vital to have the same tone across all media. Keeping the same tone will influence your buyers and give them a chance to know what you stand for!
"Consistency" and "Tone" play such an important role that if ignored by the company, this could result in a lot of unwanted feedback. Basically confusing the the buyer and creating the exact opposite of what you intended.
There can be so much more positive that can be relieved by making sure this is in place.
See some great Style Guide examples here.
I was taught that a brand is defined as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customers attention intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.
I am curious about design trends and have been curious from the day I started my education as a Graphic Designer. So why do I follow trends? I do, because even though I am also a consumer of many different products. It's a great way to gain that helikopter perspective. Plus, technology is advancing and keeping in tune with what my potential client/employer and what they might require is a necessary factor for my evolution as a graphic designer.
I can't keep track of every single new trend that comes to light. Instead I focus on the latest colours, typography, fashion and web related platforms/social media platforms that can help advance those companies I come in contact with. I also like to keep in the loop about best practice's for influencing potential clients/employees via Nudging.
Within the last couple of years It has come to my attention that it is vital for a companies existence to invest in a system that keeps track of daily assignments. I have encountered the use of excels files and while they get the job done they really don't provide the statistical and background information to keep work flowing within departments.
Here is an endless list of great project management tools to use. JIRA is one I have experience with and from a graphic designers point of view, you can focus on the designing while having all the important information in one location and still be able to share this with your colleagues at the same time. Really nice!