Chapter 19: Branding
The most common mistake regarding brands is to think that the company name and logo are the brand. They are not. The brand is what the designer or company stands for. Designers that consistently follow through on every endeavor with integrity are building a brand: Anything associated with their design work should ring true, aligning with what the brand has pledged to deliver. Another misconception about brands is that they belong to the designer or company. They do not. The whole idea behind a good brand is that it connects with people, and the moment a customer is let down in any way the brand has suffered a blow. Brands are emotional things in which both the creators and consumers have made an investment. They begin to ...
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