how to create and develop a winning brand

www.thedesignery.co.uk Solihull, West Midlands

How to create and develop a winning brand

Jonny AllbutDirector of Digital

www.thedesignery.co.uk Solihull, West Midlands

• A brand is a persona - not just a logo

• Consistency is the key to a professional image

• You CAN compete with the big boys!

What is a brand?

www.thedesignery.co.uk Solihull, West Midlands

• Be clear and honest about your service

• Create your values (4-6 keywords)

• Define and understand your clients needs and concerns

Understand your brand & customers

www.thedesignery.co.uk Solihull, West Midlands

Define the how, where and why

www.thedesignery.co.uk Solihull, West Midlands

• Unique and ownable

• Avoid clichés!

• Distance yourself from your competitors

• Be inspired but don’t copy!

What makes an effective logo?

www.thedesignery.co.uk Solihull, West Midlands

• Colour creates emotion

• Colours have meaning

• Colour disruption

• Practicality of colours

• Don’t ignore cultural factors!

Colour theory - what’s it all mean?

www.thedesignery.co.uk Solihull, West Midlands

• Brief

• Research and reference

• Creative design

• Reflection/revisions

• Development/supporting

The brand development process

www.thedesignery.co.uk Solihull, West Midlands

Logo designbuzzword bingo!

ICONIC IMPACTFUL DYNAMIC

MEMORABLE

www.thedesignery.co.uk Solihull, West Midlands

• Legibility

• Gimmicky fonts/font overload!

• Not representable in a single colour/too complex

• Size ratios/proportions/clear space

• Not considering cultural/market influences

Logo design pitfalls

www.thedesignery.co.uk Solihull, West Midlands

• Inconsistencies in materials/quality

• Securing online identities

• Spreading yourself too thin

Brand development pitfalls

www.thedesignery.co.uk Solihull, West Midlands

Invest and test

www.thedesignery.co.uk Solihull, West Midlands

• Typography

• Document templates

• Photography/illustration

• Other relevant branded components

• Styleguide

Developing supporting elements

www.thedesignery.co.uk Solihull, West Midlands

• Has your business changed?

• Build and expand upon what you already have

• Review your values

Future brand expansion

www.thedesignery.co.uk Solihull, West Midlands

• Create your values

• Understand your customers and marketplace

• Develop a professional logo and supporting elements

• Be consistent

• Be agile

Brand development takeaways

www.thedesignery.co.uk Solihull, West Midlands

Thanks!

Jonny AllbutDirector of Digital