WHAT IS A BRAND?
Although we think that decision-making about brands depends strongly on functional benefits, it all comes down to one question: how will this make me feel?
– Kim Cramer and Alexander Koene, BR-ND
Case Study: Anthropologie
MARKETING FOR BRANDS
A COMMON THREAD
VISUAL + VERBAL + ENVIRONMENTAL
VISUAL CONSISTENCY
TYPOGRAPHY + IMAGERY + STYLE
A visual strategy that dictates the "look" of the brand and is applied across multiple media platforms. It should incorporate a consistent visual identity which includes: logos, and supporting icons, typography, stylistic elements, photographic styles, color palettes, and strategically curated content.
Case Study: Chipotle
TRANSMEDIA BRANDING
MAKING IT HAPPEN
- Define your brand essence. What makes you special, unique, desirable?
- Be intentional about brand identity - develop brand guidelines and distribute to all employees for absolute consistency.
- Determine which media you will utilize and determine which part it plays in the overall message
- Promote emotional benefits over functional benefits
- Ask the same question over and over. Does this event, post, promotion, service, design, etc... support our brand essence?
Credits:
Created with images by CarbonNYC [in SF!] - "Silver Needle and Golden Thread" • roland - "Orange" • AMagill - "Thread" • starathena - "Volcano" • denise carbonell - "orange rectangle # 2" • denise carbonell - "sunrise in red hook" • CarbonNYC [in SF!] - "Silver Needle and Golden Thread"