Essential Decisions / Book review / Brand Identity Essentials by Kevin Budelmann and Yang Kim
This part of the book talks about areas such as psychology, wit, trends, media, personalisation, process, prototyping, multiples, standards, investments and ownership. The topics discussed in this chapter will guide me through the process of making my brand personal and helpful for the clients.
Psychology
you need to understand and connect with your customer
some visual elements mean different things to different audiences, what are the associations of your audience?
make an experience out of the interaction with your product
Wit
some of the most memorable work gives people a reason to smile
being humours often means being insightful and having a clear point of view
knowing your audience will give you clues as to how you can make them smile
stay human and don't take yourself too seriously, brands with a sense of humour are nice to be around
brands are for people!
Trends
trends come from trendsetters, do you want to follow them or do you want to be the one that sets them?
be relevant
Media
look at technological trends such as virtual and augmented reality, robotics and artificial intelligence, 3D printing, smart and connected products to enhance the impact of your project
communicate your message through the right channels
Personalisation
bend without breaking - allow flexibility but stay consistent
consider what your customer needs as they own the brand, not you
Process
why is using the brand any why?
develop project filters and learn through evaluation and testing
keep redefining the program in order to create innovative solutions
Prototyping
the best way to understand something is to make it
making is a way of thinking
discuss prototypes in collaborative settings
don't be focused on failure, its a part of the process, and often it leads to learning
Multiples
keep your brand clear and readable, without overcrowding
brand programs, campaigns, products and services never exist in isolation, all the decisions need to be considered and done with hierarchy
Standards
Set specifications - a thorough logo specifications should cover the precise drawing of a logo, the position of elements, spacing, colour, and proximity to other elements.
document application guidelines
brands bible - rules and inspiration, do's and don'ts
Investments
use templates and mockups
a company's actions must match its words
Ownership
research how similar your brand is to other brands to increase its uniqueness
own an aesthetic - attempt to own a space in the mind of your client, that should be a brand's goal
