Company Branding: When Design is like Fashion
Company branding is more like fashion than one might think.
For example, clothes are functional for covering the body, but they also speak volumes to those around us. Similarly, a logo is essential in describing to clients who we are and what our companies do. There is power in color, line, texture, and the mixing of visual elements in both fashion and company branding. How are our logos and marketing assets silently communicating on our behalf?
Putting Our Best Foot Forward
Every company wants to put their best foot forward. Yet, this is accomplished—not only—by delivering a great product or service with integrity, but also having it presented with excellence. For example, I remember how impressed I was with Apple packaging when I opened my first iPhone 4 years ago. The box was impeccably made, in clean fitting, white excellence. It made me excited for the content and the content did not disappoint either! Apple hit a home-run here.
Presentation is Important
In the same light, it’s said that in the Japanese culture the wrapping of a gift is almost as importance as the gift itself. So, the Japanese people often take extra effort in its presentation. Doesn’t it give you great delight to open something thoughtfully wrapped? This is the equivalent to your thoughtful branding and design strategy wrapped around your excellent product or service.
We all need to take a good, hard look in the mirror at different intervals in our lives and reevaluate how we are presenting ourselves. This is true with companies, too.
Here are some questions to ask yourself and the team as you hone your own authentic branding efforts:
- Are we consistently showing up across all media outlets?
- What does our color scheme silently communicate?
- How does our font system display our company’s personality?
- Do our images convey our messaging clearly?
- Is our copy accurate, articulate, use the same tone, and easy to understand?