http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/ Eric Karjaluoto discusses design, brands and experience Tue, 06 Jul 2010 06:19:59 -0700 http://wordpress.org/?v=2.8.1 hourly 1 http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-76991 uberVU - social comments Fri, 12 Mar 2010 23:15:20 +0000 http://www.ideasonideas.com/?p=458#comment-76991 <strong>Social comments and analytics for this post...</strong> This post was mentioned on Twitter by kolapse: RT @karj: The most important question in branding http://bit.ly/2cFEr... Social comments and analytics for this post...

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]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-76985 The most important question in branding « ImJustCreative Wed, 10 Mar 2010 20:06:22 +0000 http://www.ideasonideas.com/?p=458#comment-76985 [...] March 10, 2010 · Leave a Comment Branding is a funny subject—particularly for small companies. Although it’s commonly discussed, it’s still so vague that most are confused by what exactly it means. I’ll even go a step further: I think that most branding efforts are flawed from the outset because people are simply not asking the most important question. via ideasonideas.com [...] [...] March 10, 2010 · Leave a Comment Branding is a funny subject—particularly for small companies. Although it’s commonly discussed, it’s still so vague that most are confused by what exactly it means. I’ll even go a step further: I think that most branding efforts are flawed from the outset because people are simply not asking the most important question. via ideasonideas.com [...]

]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-75073 zacknine Tue, 01 Dec 2009 02:57:21 +0000 http://www.ideasonideas.com/?p=458#comment-75073 seems like the core of this was is part about the porsche versus the pickup truck. which I agree with. seems like the core of this was is part about the porsche versus the pickup truck. which I agree with.

]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-74491 Thoughts on branding | Drawing on Experience Wed, 09 Sep 2009 15:23:45 +0000 http://www.ideasonideas.com/?p=458#comment-74491 [...] Much more than a logo A logo does not make a brand. While the reverse is also not the case, it is closer to accurate, as the proper development of brand will build meaning for your logo over time. On the lowest level, branding is confused with the creation of a logo. This is a perverse – yet surprisingly resilient – falsehood. An icon, monogram, or wordmark is in no way a brand—thinking so is akin to believing that a hood-ornament is a car. Yet, this is where a great number of brand projects start: “Yay! We’ve started our company! Let’s brand it with a logo!” - Eric Karjaluoto, The most important question in branding [...] [...] Much more than a logo A logo does not make a brand. While the reverse is also not the case, it is closer to accurate, as the proper development of brand will build meaning for your logo over time. On the lowest level, branding is confused with the creation of a logo. This is a perverse – yet surprisingly resilient – falsehood. An icon, monogram, or wordmark is in no way a brand—thinking so is akin to believing that a hood-ornament is a car. Yet, this is where a great number of brand projects start: “Yay! We’ve started our company! Let’s brand it with a logo!” - Eric Karjaluoto, The most important question in branding [...]

]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-74484 Erik Jarlsson Mon, 07 Sep 2009 14:21:19 +0000 http://www.ideasonideas.com/?p=458#comment-74484 Think you are confusing the terms a little. Your "brand" is how you are perceived by your customers. "Branding" is what you do to influence that perception. A logo is most certainly considered branding, as is advertising and signage etc, any customer contact is a chance to influence their perception, and it’s all “branding”. Think you are confusing the terms a little. Your "brand" is how you are perceived by your customers. "Branding" is what you do to influence that perception. A logo is most certainly considered branding, as is advertising and signage etc, any customer contact is a chance to influence their perception, and it’s all “branding”.

]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-74435 web page designer Wed, 02 Sep 2009 20:09:01 +0000 http://www.ideasonideas.com/?p=458#comment-74435 I agree with the part about designers irking at the term 'strategy', but when put in the context of simply the entire image in which you are trying to portray, it doesn't become too scary. Branding is certainly a difficult thing to master. Thanks a lot, I really enjoyed the article! I agree with the part about designers irking at the term 'strategy', but when put in the context of simply the entire image in which you are trying to portray, it doesn't become too scary. Branding is certainly a difficult thing to master. Thanks a lot, I really enjoyed the article!

]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-74410 Lennon Seno Mon, 31 Aug 2009 14:15:39 +0000 http://www.ideasonideas.com/?p=458#comment-74410 Very nice article Eric! I think a lot of people are misguided and confused by the different terms that all relate to branding. Most often, we see people use the term 'Building a Brand' when in fact, especially in the web world, they are just building a 'Brand Experience'. Very nice article Eric!

I think a lot of people are misguided and confused by the different terms that all relate to branding. Most often, we see people use the term 'Building a Brand' when in fact, especially in the web world, they are just building a 'Brand Experience'.

]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-74409 Mike Precious Mon, 31 Aug 2009 13:49:12 +0000 http://www.ideasonideas.com/?p=458#comment-74409 Plain and simple: a clear, well-defined traditional view on branding. Those out there who define branding as a design carrot dangling in front of them, representing a design solution for their latest logo project are clearly off the mark. A brand is the sum of an organization. An organization = corporation, company, business, non-profit, etc. A brand = One centralized idea/strategy that defines the organization. Idea = A strategy that helps either build or maintain the brand's position. This strategy is usually drawn out in a marketing plan. From the plan, marketing communications are selected. These are tactical means to execute the brand work. Strategy: This could include print, web, or broadcast. Slogan developed, logo and identity pieces developed which lay the foundation for the brand. Tactics: Print, Web, or Broadcast creative executed. Execution, Measurement, Modifications: measure results of campaign. Make modifications accordingly. Implementation of ongoing tactics like website. Unfortunately a whole new crop of so-called, self-proclaimed "strategists", "full-service studios", "specialists" have entered the industry with absolutely no sense of history, bearing on terminology, or respect for properly stewarding the industry. It pains me to see so many web dev studios, little upstart web and design studios proudly cladding their sites with promises of stellar copy writing, branding and strategy services when they in fact, have absolutely no real world understanding of it. Highly recommend that designers take an accredited marketing education. Especially when venturing out with your own business, it's paramount to understand what your studio REALLY offers. There could be nothing more insulting to you, or catastrophic to your business than proposing a service you know little or nothing about. Pretending doesn't count, and will quickly scar your business. If you want to enter the ring of branding, detach your thinking from cool colour palettes, neat, new dingbat sets, and the design idea you thought, should fit this upcoming client project perfectly. Starting thinking first of what the organization is, what it means to its consumers and vice-versa, and consult with the client about your findings before ever diving into design. Mike Plain and simple: a clear, well-defined traditional view on branding.

Those out there who define branding as a design carrot dangling in front of them, representing a design solution for their latest logo project are clearly off the mark.

A brand is the sum of an organization.

An organization = corporation, company, business, non-profit, etc.

A brand = One centralized idea/strategy that defines the organization.

Idea = A strategy that helps either build or maintain the brand's position. This strategy is usually drawn out in a marketing plan. From the plan, marketing communications are selected. These are tactical means to execute the brand work.

Strategy: This could include print, web, or broadcast. Slogan developed, logo and identity pieces developed which lay the foundation for the brand.

Tactics: Print, Web, or Broadcast creative executed.

Execution, Measurement, Modifications: measure results of campaign. Make modifications accordingly. Implementation of ongoing tactics like website.

Unfortunately a whole new crop of so-called, self-proclaimed "strategists", "full-service studios", "specialists" have entered the industry with absolutely no sense of history, bearing on terminology, or respect for properly stewarding the industry.

It pains me to see so many web dev studios, little upstart web and design studios proudly cladding their sites with promises of stellar copy writing, branding and strategy services when they in fact, have absolutely no real world understanding of it.

Highly recommend that designers take an accredited marketing education. Especially when venturing out with your own business, it's paramount to understand what your studio REALLY offers. There could be nothing more insulting to you, or catastrophic to your business than proposing a service you know little or nothing about. Pretending doesn't count, and will quickly scar your business.

If you want to enter the ring of branding, detach your thinking from cool colour palettes, neat, new dingbat sets, and the design idea you thought, should fit this upcoming client project perfectly. Starting thinking first of what the organization is, what it means to its consumers and vice-versa, and consult with the client about your findings before ever diving into design.

Mike

]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-74405 Dwight Mon, 31 Aug 2009 08:09:14 +0000 http://www.ideasonideas.com/?p=458#comment-74405 Clearly, one of the best branding articles I've read in a while. The reality being portrayed is unquestionable and must be addressed by professionals in the field of branding. Clearly, one of the best branding articles I've read in a while.

The reality being portrayed is unquestionable and must be addressed by professionals in the field of branding.

]]> http://www.ideasonideas.com/2009/08/the-most-important-question-in-branding/comment-page-1/#comment-74398 Steve Sun, 30 Aug 2009 11:52:23 +0000 http://www.ideasonideas.com/?p=458#comment-74398 Great article Eric, hurry and get that book finished eh! ;-) I recently had the (mis) pleasure of dealing with a company who had a lovely visual identity. However, dealing with the people within that company has been one of the most stressful to date. They had obviously put effort into the visual, top-level identity -- or outer skin level -- but had put no effort into their internal affairs. Their internal communication is appalling and in no way matches their outer, initial personality. To continue with the automobile analogy. It's like putting an underpowered, un-reliable engine and horrible plastic interior into a wonderfully designed Italian hyper-car exterior. Looks lovely from the outside but when you get into it you see it for what it is. All looks and no substance. One ride in this car and you will not be back for another. Businesses, like cars, have to be 'branded' as a whole. From the cleanliness of their customer loos and pleasantness of their staff, through to the visual exterior. All must be in harmony. This requires a lot of thought, a lot of probing questions and indeed a lot of strategy. Great article Eric, hurry and get that book finished eh! ;-)

I recently had the (mis) pleasure of dealing with a company who had a lovely visual identity. However, dealing with the people within that company has been one of the most stressful to date.

They had obviously put effort into the visual, top-level identity -- or outer skin level -- but had put no effort into their internal affairs. Their internal communication is appalling and in no way matches their outer, initial personality.

To continue with the automobile analogy. It's like putting an underpowered, un-reliable engine and horrible plastic interior into a wonderfully designed Italian hyper-car exterior. Looks lovely from the outside but when you get into it you see it for what it is. All looks and no substance. One ride in this car and you will not be back for another.

Businesses, like cars, have to be 'branded' as a whole. From the cleanliness of their customer loos and pleasantness of their staff, through to the visual exterior. All must be in harmony. This requires a lot of thought, a lot of probing questions and indeed a lot of strategy.

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