May 18th, 2012
by Jennie Jacobs
When it comes to branding your organization, design matters. I think many people grasp the idea that branding is about connecting with your client base via an emotional connection/dedication to the brand. However, it is the function of design to bring that connection of customer and brand together. Reading articles on the topic of branding and design, particularly the article from Fast Company by Mark McNeilly 9 Principles For Great Branding By Design and the NY Times The Importance of Branding Your New Business by AllBusiness.com, I pulled some quotes that I found striking in the clear and concise manner in which they explain the relationship between branding and design and the importance of branding for businesses:
“A brand is not your logo or ID system, It’s a gut feeling people have about you. When two or more people have the same feeling, you have a brand. You get that feeling via smart design, which creates the experiences people have with the brand. Everything you do creates the brand experience; ergo design IS your brand.” – Robert Brunner, founder of the design shop Ammunition
“A simple, well-thought-through, authentic design is often the best. Everything doesn’t need to be redesigned; sometimes what we have in hand is better than what we seek. It’s not all about being different; it’s about being better.” – David Hill, vice president of design at Lenovo
“For startups and small businesses, branding can often take a backseat to other considerations, such as funding and product development. This is a mistake, as a company’s brand can be key to its success. Dollar for dollar, it is as important and vital as any other early steps.” – NY Times
“Create a clear and compelling message, in words, pictures or both, so that everyone…can easily understand your brand promise and why they should care about it.” – Ken Carbone, in his article explaining the three steps to creating a successful brand; Unify. Simplify. Amplify.
Design and brand go hand-in-hand. Design has the ability to communicate a great message instantly via emotional responses/feeling/ideas brought forth from the design, and a brand is just that, a message communicating the importance and the essence of your organization. In a nutshell – DESIGN IS IMPORTANT! It is vital for your brand, especially at the beginning formation of a business.
To read and learn more on branding, brand design and brand content take a peek at these articles to get you inspired:
I would love to hear your thoughts on the branding, how your company uses design to communicate importance messages and why, if you haven’t, invested in design for your organization.
You can continue the discussion below in the comments section or follow me on Twitter @jenniejacobs