Aug 28 2014

CRAFTing the Brand

Posted by: CRAFT

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According to Forbes, the three most valuable brands in the world are Apple, Microsoft and Coca-Cola. There aren’t many names on the Forbes list of top one-hundred brands that don’t evoke a mental image: logo, advertisement or experiential memory of one of their products.

It is not a coincidence that the names in this list are immediately discernible in today’s sea of competition. It is the cumulative result of how their brands are communicated: audience research and heedful positioning guided by thoughtful design.

The definition of branding has evolved over past centuries from literal livestock branding, to nomenclature as a means of differentiation among competitors, to the broad sense of how the audience perceives it.  Michael Eisner, former CEO of The Walt Disney Company from 1984-2005 likened branding to the idea of the individual. “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”

The elements of a brand have evolved to encompass messaging, various visual media, and sensory components that explain the brand as well as differentiate for consumers. Yankelovich, a market research firm, estimates that a person living in a city sees more than twice as many ad messages a day than they did 30 years ago; brand differentiation has become a vital task.

Design, like audience research and messaging, is essential to brand development, visibility, recognition, and positioning.

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Establishing the look of the logo is only step one. Developing an identity system and adhering to it religiously through a visual standards guide are equally as important in maintaining the brand’s messaging perception through advertising and social media. Brand consistency and attention to detail help build recognition and reinforce trust in the brand.

CRAFT is cognizant of the value of the brand and how it engages with its audience. CRAFT observes from every angle and anticipates audience perception through research driven data and design contoured to evoke distinctive emotive responses and psychological traits. Our expertise relies on a holistic strategy to branding, considering all aspects of messaging and mediums in communicating to audiences. This is how CRAFT helps clients find success, time and again.

Determining optimal solutions at inception are necessary investments in establishing consistency. As trust is built, it is crucial to monitor and maintain the brand’s entity at it grows and evolves. BRANDING: If you CRAFT and cultivate it, they will come.