You found an identity to steal. A theme that you can dive deep into and extract a visual story from. Now, your goal is to use these elements coherently. So much so, that even if your company's logo is absent from a piece of collateral, an ad, or website, it should still be recognized as something from you. Note, every design deliverable is different and the medium you are building within can have a major impact on how you will apply the visual identity. That being said, these are the top things to be aware of for cohesion:
I cannot overstate the value of a unified color palette, especially if you've selected on unique to your market. Keeping your colors intact and uniform makes your company appear more organized and it helps establish a subconscious connection between you and the selected color. When cigarette advertising became prohibited, Marlboro paid bars to paint entire walls of their spaces Marlboro red. Their sales increased as a result. That's just from establishing a brand color. Or think about Tiffany Blue and the associations of prestige that come along with it. Color has major impact.
Of all the visual elements startups get wrong, this is most common. Type is both science and art, hell, some people dedicate their entire lives to the study and creation of beautiful letterforms. Point being, it ain't easy. But there are some overarching principles one should consider. Firstly, limit yourself. Pick two typefaces max and stick to them. Secondly, choose typefaces that are legible and timeless. No curly q's or any of that Microsoft WordArt shit that sends you back to 2nd grade. If you follow those two steps, your visual prowess will be 50% ahead of anyone not doing so.
Layout is the arrangement of elements on a design deliverable. Here is what you need to decide: does your brand reflect order and cleanliness or chaos and creativity? Both are good, but you need to pick one side. By establishing a game plan for how you will layout design elements, you can create templates for websites, presentations, ads, etc and they will all bear the same amount of order. If you bounce back and forth between hyper-create and hyper-structured you lose cohesion.
Subsequent Design Elements
This is where your stolen identity comes into play the most. Brand identities need spice, transcendent elements that make them unique. Let's say you decided to steal your visual identity from a Brooklyn pizza parlor. You know, a real-deal shop with red and white table cloths, twine-wrapped wine bottles, boisterous families talking across the table, Italian flags everywhere, and old-time, sepia-toned photos of the city. That is a treasure trove. You've got patterns (tablecloth), illustrations (of cool stuff like twine-wrapped wine bottles), voice and tone (boisterous families), photo styling (sepia-tone photos) all from one unified source. The same would apply to motion graphics (maybe a pizza being tossed in the air), icons, or any other element.
If you refuse to use the clichè icons, illustrations, and photos present within your industry and replace them with something out of context, you can make something impactful. You can tell a better story. It's all in your stolen identity. Unlock that treasure trove and create something awesome!
This is the second in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Please read the first article before jumping into this one.
Having gone through the process of seeking out the alternatives to your product, you should have a robust understanding of what is already out there within your market category. This is like being at a poker table and seeing each players' cards. You know what you're up against, now it's time to find a way to play.
The second piece in positioning a company is understanding what makes you special. From a product standpoint, this comes in the form of technical features, but it could expand into areas like delivery method (think Dollar Shave Club vs. Gillette), the business model (subscription vs. single purchase), or unique expertise (a developer with marketing skills or focus within a particular vertical).
After choosing the attributes and unique elements about your business, you could also examine the emotional qualities unique to your company. For example, Duluth Trading Co. and Patagonia make almost identical winter gear, but they are completely different emotionally. Duluth downplays any kind of sophistication despite the fact they charge $25 for a pair of Buck Naked Underwear. While Patagonia shifts its emotional value to serving the planet and altruism. Same products, different stories.
What do you care about? What story do you have? What personality can you bring to the table? It might be something you take for granted, but to everyone else, it is special. It's your secret sauce that shouldn't be kept a secret.
Branding and marketing appear inextricable. At least that's what thousands of handshakes and responses to "I build rebellious brands," has let me know. So let's set the record straight.
Branding expert Marty Neumeier phrases it, "marketing is any effort to get customers, branding is any effort to keep them." Or, branding is the emotional glue that makes someone prefer your business after you've shown that you can meet their needs.
It's kinda like this, any guy can draw the attention of a woman by showing that he is, in fact, a man (assuming she's looking for one). However, it's not the size of his muscles, the amount of money in his wallet, or the car he drives that creates a lasting impression. It's his character and the fact that his character doesn't waver. He markets his features, but wins the heart by triggering emotions. Without them, he's a commodity.
Here is when marketing and branding enter into conflict:
When marketing efforts get pushy/spammy without emotionally priming the customer.
Good marketing doesn't feel like marketing. An example of this is when you get an email from a company you love and happily open it. Without a doubt, the opposite happens too. you know, those emails you get that let you know this company is looking to get into your wallet. At that point, it's clear that the brand has been tarnished. Good luck getting your reputation back.
When the brand is not placed in front of the right people.
It's no surprise that the creative side has trouble putting things out there. The most well-thought-out and cohesive brand is worth nothing if no one sees it. Good marketing puts the brand out in the open to the right people, at the right time, and with the right message. Remember, good marketing doesn't feel like marketing.
You need both and they need to work together.