![]() When flipped, our branding pyramid actually becomes a funnel, with all of the heavy-hitting foundational information at the top. Basing the visuals merely off trends or pure design without any strategy behind it won’t serve a brand in the long-run and usually results in re-brands.įor brand longevity and a true connection with the ideal customer, we should begin with the below the surface branding elements. ![]() But when the visual assets are developed without any depth or meaning behind them, this leads to messy results and confused clients. We can understand it, right? Logos carry so much weight for a brand and they are seen as the “face” of the company. ![]() The Brand FunnelĪ lot of people begin by building “above the surface” elements of branding. Study any of your favorite brands and you’ll start to see a pattern of not only strong visual elements but also powerful non-visual branding. Even though others can’t see it and it’s less obvious, it’s foundational, necessary, even vital for a healthy brand. This includes things like your brand mission, your brand why, and your ideal customer - what they think, how they live, and what they value. Just like we feel powerful when wearing Nike and inspired by other athletes who do the same. This stuff is harder for the rest of the world to see it, but they can feel it when it’s done right. This can also extend to collateral items like packaging, business cards, menus, physical advertisements - the list could go on forever!Īnd then there is the stuff below the surface - the juicier, more internal elements that comprise a brand. This is anything that is part of the brand’s visual identity that’s outwardly presented to the public, including your logo, your fonts, and your colors. I break down this iceberg comparison for branding into two parts:Įverything above the surface is external, it’s what the rest of the world sees too. Branding is one large iceberg that contains components that are visible to others and components that are beneath the surface. When approaching branding, I like to think of it as a whole. ![]() Nike democratizes sports and encourages anyone to “just do it” while raising up champions and leaders in all different sports. How does Nike serve its people? By providing the tools to get active. What makes Nike different? Nike is innovative, a leader in the athletic apparel industry. How does Nike make people feel? Powerful, motivated, strong. But let’s go a step further and also think about how Nike answers those questions talked about above: They exist together and serve as a strong example of why a brand needs more than “just a logo”. When you think of Nike you imagine its signature swoosh symbol along with the phrase, “Just Do It”. Let’s think of a large global brand revered for its strong branding Nike. Your brand is a great novel and your logo is just chapter one. Branding cannot exist with only copywriting or logos – both pieces are integral to the overall puzzle of branding. ![]() Through both language and visuals, all of these are answered and help clients understand what a brand stands for. But it can be understood by how you make people feel, what makes you unique, and how you serve your people. “Branding” is a confusing word and gets defined in many different ways. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |