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Our thinking.
In today’s visual world, your brand’s logo design can be all the difference between success and struggle of your brand. A logo is the face of your brand, if I ask you to imagine Nike what is the first thing that came to your mind? Their shoe? No, I’m sure for most of us, it's their iconic swoosh.
Such is the power of a logo!
A few days back, I visited a supermarket and was looking for my favourite brand of crisps. I walked around the dedicated aisle twice but couldn’t find them so I requested an assistant to help me with it…
Packaging is known to be the identity of a product. Packaging plays an important role educating the customer about the product; it’s also like having a direct interaction with the brand. The four main elements of packaging are…
People often use Logo and Brand Identity loosely and interchangeably. Logo is not the same as Brand Identity, although they are very closely linked. Let us first understand what do these terms mean.
Colours are known to have effects on a person’s psychological, physiological and sociological behaviour. Thus, colour is an important aspect while considering the brand identity system.
Brand values are the foundation of any business. They give your brand a purpose and a direction to be followed. Without Brand Values, your brand is like any other business operating with only one goal - to maximize profits. Brand Values are reflected in your employees and in your work culture.
Tone of Voice is the purest Verbal Expression of a brand. It helps in portraying a Brand’s Personality. Though it is an integral part of Brand Identity, it is the one of the most underrated aspect of it. The Tone of Voice for a brand not only defines what and how a brand should speak but it also defines what things it should ‘not’ speak. The choice of words, sentence length, humour or sarcasm, witty or outright clever - all of these form part of Tone of Voice.
For ages, one question that has haunted entrepreneurs is ‘Should I improve my offerings (and not expand)?’ You must be thinking this is crazy or an invalid question. But it's not. It is quite an smart practice that most established brands have adopted. Yet it goes unnoticed. Let's take an example.
Brand Architecture, is an important Brand Strategy tool that studies and defines the relationship of parent brand with its various child brands. It is a very deliberate exercise that defines how closely each child brand should be linked to the Masterbrand.
Let’s start with an experiment. Melt a Toblerone and mould it into a slab. Ask a friend to taste it and observe their reaction. Most probably your friend will throw it at you and will be disgusted for having such a terrible taste in chocolate. And you would agree with him after you taste it yourself. That pops a question in my mind.
To understand the importance of Brand Personality, we have to first understand the meaning of Brand Personality. Imagine a Brand to be a Person. How would that Person behave? How would s/he speak? Whether that Person is well travelled or s/he seldom travels? What kind of car s/he would be driving? And clothes… how would s/he dress up? Brand Personality is the Human traits/Personality attached to a Brand.
‘Itna Suit pehenke college jana jaruri hai kya? (Is it compulsory to wear a suit to college?)’ In this torrid weather, that was the first question he asked. Here, I was trying to prepare for my presentation when he asked this ‘irrelevant’ question. I was about to lose it! ...
Your brand promise is the singular strong idea that your customers and employees can relate to. In the most ideal scenario, your established brand promise should connect meaningfully to all your stakeholders. Brand promise needn’t be articulated in words; it should be your way of business, delivered at every brand touchpoint. ...
Many businesses often get confused about the difference between Brand Strategy & Marketing Strategy. And it is understandable because they are not mutually exclusive strategic concepts, but heavily intertwined. They are very interdependent, so much so that they define and inform the extent to which the other could go. Brand Strategy defines what the business stands for and how will it be relevant to its Customers
Packaging Design, also known as Package Design is very important element in your Brand Identity. A good Packaging can easily inspire trust and enable you to command premium for your products. Whether you're looking at creating a new Packaging Design or refreshing an existing one, here are 5 Golden Rules you should take into consideration.
Here are 5 most common mistakes to avoid, when creating a new brand or rejuvenating an existing one
Typography is the study of typefaces, and the manner in which the type is laid out, to best achieve the desired visual effect and to convey the meaning most effectively. Typography is a lot more than selecting a few fonts and using them in design. It is important to understand the meaning behind each category of typeface and which typeface is right for the brand. Think of a famous logo. Okay, ready?...
The other day we stepped out for office lunch and went to our favourite pizza restaurant nearby. While devouring our pizzas and coke, we started casual conversation about this interesting wall backdrop (pictured above). We were completely baffled to notice numerous design mistakes coming from an international pizza brand. There are 9 things wrong with this backdrop and we'll list them all below...
Brand Architecture is an important strategic process in Brand Development. Brand Architecture, simply put, is the relationship between various Brands in an Organisation. It defines how should two Brands be related or be completely unrelated. Brand Architecture informs how should each Brand behave, how should they talk, what should they believe in and how do they Visually Express themselves. It maximises Visibility of every Brand in the Portfolio.
Every Brand, Product or Service, has its own set of Emotional Benefits and Rational Benefits. But do they leverage? Let's look at a few Brands that do it smartly.