Every brand has stories to tell—stories that will not only engage, inform, surprise, delight, and impact their audience, but that will also deliver on measurable business goals. I am passionate about creating graphics that have a real value for businesses. 

Here are a few of my favourite brands.

Consistancy & Tone

What binds a concept to it's brand.

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.

Why brand?

Here is why.

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:

• Delivers the message clearly
• Confirms your credibility
• Connects your target prospects emotionally
• Motivates the buyer
• Concretes User Loyalty

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.