Creative Counsel   Branding • Content Creation • Digital Marketing   Matter More™

Brand Development: Understanding the Interdependent Components of a Brand and the Synergy That Makes It Powerful

First, let’s begin with the basic nuts and bolts.

All brands at their nucleolus have the following components:

1. A Name (What you are called)
2. A Graphic Identity (How you are visually identified)
3. A Service Descriptor (What you provide)
4. A Tagline, Slogan or Market Position (Why you matter most to those you serve)

Some complete brands accomplish this in 3 components versus 4, such as UPS. In this unique 1961 design by Paul Rand (one of my graphic design heroes), the Service Descriptor (what you provide) is a simple component of the graphic identity ¬– “the delivery of packages”. This uncommonly sophisticated use of visual communication was updated to its current form which preserved the shield but eliminated the package and string tied in a bow. As market awareness grew, the package illustration became unnecessary as nearly all people today know that UPS delivers packages. Their competitor, Federal Express or FedEx, also uses 3 components, but their solution is more obtuse conceptually in that the visual is a subtle part of the name – “can you see the white arrow?”

Now, on to more nuanced and sophisticated matters.

The most powerful brands, regardless of the number of components, are created with elements that work synergistically to communicate a strategic and dimensional range of meaning. Examples of this are better shown than described but I’ll give it a shot. The job of the graphic identity, for example, is not to literally reflect the company name. That would be redundant and of little value scompared to applying a broader range of identified product or service benefits from a list of defined communications attributes and message parameters.

Instead, if the graphic identity could communicate another aspect of the business, one that offers insights into what they uniquely provide or what the value or benefit of their service is, you have achieved a more meaningful, engaging and rapidly adoptable solution. The goal for a brand is for each component to stay in its lane while also working seamlessly together. This is both a challenge and an opportunity. It’s about the sum of its parts being more powerful than any individual component.

Less effective efforts tend to stray from formalized strategic parameters. When a visual and verbal component communicate the same thing for example, it weakens the communication and limits its ability to reach its maximum potential. In other words, it’s a wasted opportunity.

Another cause of poorly developed brands can be attributed to an over focus on aesthetics. This can be visually pleasing but will fail to integrate unique differentiators or primary customer benefits.

The best way to avoid these mistakes is to adhere to a professionally prepared creative brief that is collaboratively developed and outlines the primary benefits of a product or service before creative begins. If the creative development remains within the parameters of an approved creative brief, we then have guardrails that keep all stakeholders focused and on track. The resulting solutions will be far more accurate, engaging, and successful.

To be fair, it’s a tricky balance as the aesthetics of any graphic identity are important, but they must be balanced with elements that align with unique qualities of a product or service and their related value to customers.

Expertly developed brands that align succinctly with a customer’s most valued needs are far more engaging and attractive than any decoratively pleasing design alone. Over time, that lack of depth in a brand solution will fail to resonate with your broader markets. It will also be limited in its ability to expand your story or fully apply to an integrated system of marketing. Great brands and skilled integrators ensure that your brand and it’s unique qualities extend fully into everything your customers will see. Your website, social platforms, and all forms of digital marketing will be uniquely you. This is so important today as the tools and platforms we utilize are innovative and efficient but also somewhat limited structurally due to content management technology. Your brand, it’s application, and the quality of your content are some of the few things you can control to position, differentiate, and attract prospects.

In a world that is increasingly critical of brands in general, consumers expect more from your brand than ever before. We have not even mentioned social responsibility! That’s for another article.

Creative Counsel offers a no-obligation call to discuss this with companies who are interested in the topic or ones who have defined growth objectives and want to work with an agency who knows how to achieve them. Call Chris Casarona at Creative Counsel, Inc., 609-575-1415. Thank you for reading my content. I hope you found areas of value that you can apply to your company’s marketing – Matter More.

Ready to grow? Email solutions@creativecounsel.com.