Branding
The Importance
of Branding
In today’s ultra-competitive mar-
ket, everything has a brand; even
celebrities such as Paris Hilton or
Lance Armstrong have a “brand.
The reason for this is simple:
branding sells. It creates a distinct
image of a product or individual
in the mind of consumers. For this
reason, companies spend hundreds
of millions of dollars each year on
advertising and marketing to rein-
force and evolve consumer brands
so they remain “fresh. According to
Thomas Hine, author of The Total
Package, in an average half-hour
trip to the supermarket, consumers
are bombarded with the brands of
up to 30,000 different products.
The brand experience starts with the core values
and promises of the brand symbolized by a recog-
nizable and unique mark. The brand package and
retail environment help to sell the promise, while
advertising is used to reinforce the message. Ulti-
mately, however, it is the performance and use of
the product, service, or organization, and whether it
fulfi lls its promises that will determine its success.
Performance
Advertising
Retail Environment
Package
Logo
The Brand Experience
Brand
147
The Noodlin’ brand extends to all facets of the
restaurant from interior signage and store layout
to packaging and stationery. Wavy lines in coun-
ter shapes, shelves, and even the “l”s within the
brand’s logo have been incorporated to convey
the noodle theme.
Design: Sandstrom Design
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The Complete Graphic Designer
148
To illustrate the effectiveness of
successful branding, in 1984, Jay
Doblin of the Doblin Group created
a quiz called “Brand Frags” that
asks participants to identify brands
based on viewing only fragments of
their logos. The brands repre-
sented here include Al Jezeera,
Apple, Google, Nokia, Samsung,
Mitsubishi, Ikea, and Starbucks.
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Branding
149
Branding Adds Value to Business
The difference between a U.S. $.49 cup of coffee
purchased at a convenience store and one bought at a
coffee shop for U.S. $3.00 is not necessarily the quality
of the product, it is the customer’s impression of the
brand. In this regard, brands have the ability to signifi -
cantly add real fi nancial value to a company. Brands
with positive appeal and vast exposure around the
world are at the forefront of customer purchasing deci-
sions, translating to higher sales and increased stock
values. According to an InterBrand survey, some of the
most valuable brands in the world are Apple, Google,
Ikea, Starbucks, and Al Jezeera. Successful branding
through design accomplishes the following goals:
1. It identifi es and distinguishes the company or
product from its competition, thereby building
customer recognition.
2. It gives meaning to a company by incorporating
all of the organization’s core values and distilling
them into a memorable form that resonates with
the target audience.
3. It positions the company in the mind of consumers
and makes a promise about performance, image, or
value. Brands that are considered to be premium
products or services demand higher prices.
4. It creates product loyalty through positive customer
experiences. A happy customer will tell three of
their friends about their experience and make repeat
purchases, while an unhappy one will tell ten people
about it and buy from a different vendor.
5. It communicates longevity and dependability. Com-
panies that have tenure or have built a tradition for
service instill more trust in the consumer.
One of the most valuable brands in
the world is Coca-Cola. The distinct
script logotype and bright-red
color is unmistakably recognizable
around the world.
Design: Cahan & Associates
The vibrant green colors used in
this cosmetics brand logo and
its distinct leaf shaped “N” are
memorable and immediately
recognizable.
Design: Ideo/Croatia
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The Complete Graphic Designer
“Terravida” literally means “earth”
and “life. To reinforce the message
to patrons, the coffee brand uses im-
ages of nature juxtaposed with active
people as part of its visual vocabulary.
Design:
Hornall Anderson Design Works
The Terravida logo incorporates a
leaf shape as part of the A,” that
when inverted becomes a “V” and a
ame, to bolster the brand image of
a natural product for active people.
Complementary visuals are placed
onto cups and product packaging for
consistency in messaging.
Design:
Hornall Anderson Design Works
Wildlife imagery and an earthy color
palette of brown, orange, yellow, and
green has been incorporated into the
retail environment and graces
posters and packaging.
Design:
Hornall Anderson Design Works
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