Branding
The best corporate communications do more than simply
detail a product or service. They are corporate identity,
design standards and their practice all combined.
design42 can help you take advantage
of the strengths of each medium in communicating the
core personality and value of the brand they are designed
to represent. We can work with your existing materials
to help you pull them together consistently. Or we can
work with your from the beginning to develop an entire
identity package.
All communications should work together to present
a consistent message. They must be used to express the
identity, character and brand of the company represented.
By developing a set of guidelines that will be used
through all of your company communications, you can
effectively communicate the message of your company.
Many communications are concerned with products, not
brands. Branding should be integrated into each communication
as thoroughly and unassumingly as possible.
A brand is a combination of a lot of things. It is
the public perception and history of the product and
the company that makes and markets it. It's the product
name and reputation. Branding includes the product's
visual identity and packaging. It's the consumers' association
between the product and things such as quality, style
or functionality.
"Style requires that certain effects be given
up because they are incompatible with certain others."
Dwight Macdonald.
Consistency
An effective style creates and maintains a single mood.
It deals with a single theme. This requires restraint.
"Any fool can write a bad ad - but it takes a
real genius to keep his hands off a good one."
Leo Burnett
Branding is the trust and greater identification that
consumers have in one product or company over others.
A brand represents to consumers a collection of traits
or values those people aspire to or respect. The best
brands are inseparable from the products they represent,
but at the same time they are portable to other product
categories.
Effective communications serve not only the products
a company offers, but also ultimately the brand behind
them.
design42 has a number of offerings to
help you and your company develop and support a consistent
brand in both your print and web identities. |
