We?re surrounded by brands (and loving it!)
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Business > Business Branding
Mar 1, 2007
Carolyn R Morgan
We?re surrounded by brands (and loving it!)
We wear them, eat them, drink them, sleep in them, and work for them.
When you think about it, there isn?t much we do that isn?t shaped by brands in one form or another.
Take this morning for instance.
I jumped up from my SLEEPMAKER mattress,
threw back the SHERIDAN SHEETS,
stepped into my STEGBAR shower,
squeezed my favourite BODY?SHOP gel all over me,
used a DRYGLO towel to dry,
cleaned my teeth with COLGATE,
slapped on the OLAY face cream,
rolled on the PALMOLIVE deodorant,
and slipped into my YVES ST LAURENT bathrobe.
This makes me (and you) more ?brand-savvy? than ever before.
That?s why your brand must stand head and shoulders above the rest to cut through the ever-growing clutter of today?s busy world.
But what makes a good brand?
The best brands stand for a meaningful idea, are strategically positioned and
bristle with a well-defined set of values.
Good brands must be:
1. bold, memorable and appropriate
2. immediately recognisable
3. clear and consistent
4. filled with personality and essence
5. legally able to be protected
6. geared to grow in value over time
7. able to work across different media platforms
8. just as good in one or full colour
About to rebrand?
Then there are a few things you need to know.
(a) It?s no longer good enough to simply ?look professional?. Your brand identity must stand for something meaningful.
The best way to find this magic ingredient is to conduct a thorough examination of your business, ask stakeholders how they feel, then speak to your brand
identity designer.
They?ll distil the information you gather into its purest and simplest form -
a meaningful idea.
(b) Never underestimate the power of a meaningful idea.
Seize every opportunity to share it as a means of building a power culture within your business and brand.
(c) Your meaningful idea is like a campfire.
Everyone rallies around, comfy and warm, content in sharing your vision of the future.
(d) Think of your meaningful idea as a bottle of good wine - the longer you keep it, the better it gets.
When you think about it, there isn?t much we do that isn?t shaped by brands in one form or another.
Take this morning for instance.
I jumped up from my SLEEPMAKER mattress,
threw back the SHERIDAN SHEETS,
stepped into my STEGBAR shower,
squeezed my favourite BODY?SHOP gel all over me,
used a DRYGLO towel to dry,
cleaned my teeth with COLGATE,
slapped on the OLAY face cream,
rolled on the PALMOLIVE deodorant,
and slipped into my YVES ST LAURENT bathrobe.
This makes me (and you) more ?brand-savvy? than ever before.
That?s why your brand must stand head and shoulders above the rest to cut through the ever-growing clutter of today?s busy world.
But what makes a good brand?
The best brands stand for a meaningful idea, are strategically positioned and
bristle with a well-defined set of values.
Good brands must be:
1. bold, memorable and appropriate
2. immediately recognisable
3. clear and consistent
4. filled with personality and essence
5. legally able to be protected
6. geared to grow in value over time
7. able to work across different media platforms
8. just as good in one or full colour
About to rebrand?
Then there are a few things you need to know.
(a) It?s no longer good enough to simply ?look professional?. Your brand identity must stand for something meaningful.
The best way to find this magic ingredient is to conduct a thorough examination of your business, ask stakeholders how they feel, then speak to your brand
identity designer.
They?ll distil the information you gather into its purest and simplest form -
a meaningful idea.
(b) Never underestimate the power of a meaningful idea.
Seize every opportunity to share it as a means of building a power culture within your business and brand.
(c) Your meaningful idea is like a campfire.
Everyone rallies around, comfy and warm, content in sharing your vision of the future.
(d) Think of your meaningful idea as a bottle of good wine - the longer you keep it, the better it gets.
Article Source: http://www.articlerich.com
Carolyn Morgan is a graphic designer, writer and illustrator who specialises in creating positioning and brand identity strategies for a wide range of businesses. To see examples of Carolyn's work, go to www.carolynmorgan.com.au
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