The importance of well designed branding

a pocket guide to branding

If a brand is not a logo or a product

or a service, then what is it?

Why should you bother investing

in it? Because your brand is

effectively your reputation. It drives

how your customer experiences

what you do. And that means

everything that you do—product,

service, culture, communications,

organisation. We can help you

shape your customers’ experience,

by strategy and design.

Conor Clarke, Design Factory

A good brand will make you stand out

from the crowd. It will get you noticed

and—if you manage it correctly—will

add value to your product or service.

If you consistently add value to your

product or service, your customers will

be prepared to pay a premium for it.

Customers are loyal to products and

services that work. And if they look and

feel good, even better, because your

customers will want to be associated

with the best.

Is your brand working for you

and your customers?

what do you want to say

about yourself?

define what makes you different.

The primary focus of your

brand message must be

on how special you are,

not how cheap you are.

The goal must be to sell

the distinctive quality of

the brand.

Kerry Light, Brand Strategist

Who are you? What do you do?

What difference do you make?

If you can answer these questions with

true conviction, you are well on the way

to defining your brand.

Brand components

1 Your idea: what differentiates you?

2 Your vision: where are you going?

3 Your plan: how will you get there?

4 Your values: what do you believe in?

5 Your personality: how do you look

and what do you say?

The more you engage

with customers the clearer

things become and the

easier it is to determine

what you should be doing.

John Russell, President, Harley-Davidson


Your idea: How will it

differentiate you?

Your idea should be:

Unique: to get noticed

Genuine: to engage customers

Simple: to be understood

A brand that captures

your mind gains behaviour.

A brand that captures your

heart gains commitment.

Scott Talgo, Brand Strategist


Your vision: Where are you going?

Is there a gap in the market for

your idea? Do you want to be the

top brand or a challenger brand?

What would you like your customers

to say about your brand in two

years time?

Vision statement example:

Shake Shack envisions a world

where what we eat is a reflection

of how much we care about the

earth and our families and our

own bodies.

Shake Shack

I have been impressed

with the urgency of doing.

Knowing is not enough;

we must apply. Being

willing is not enough;

we must do.

Leonardo da Vinci


Your plan: what do you want to do

and how will you do it?

What will your core activities be?

What actions will you take over the

next six months? Do you have a two

year plan? Or is it a fi ve year plan?

Mission statement example:

Employees are the best brand

ambassadors. Shake Shack has

made it clear from the beginning

that employees play a vital role in

communicating their brand story.

Shake Shack

Brand value is very much

like an onion. It has layers

and a core. The core is the

user who will stick with you

until the very end.

Edwin Artzt


Your values: What do you stand for?

Many companies use words like

excellence, innovation, flexibility etc.

But what’s really true about

your company?

Here are two good examples

from a great company:

“Build with a heart and balance. Everyday

we try to build products that are useful

and that people lust after.”

“We want the customer to respect

us in the morning.”

Atlassian Software Development

So, what as a company do you

really believe in?

When people see your

personality come out,

they feel so good, like

they actually know who

you are.

Usain Bolt


Your personality: How do you look

and what do you say?

How does your company walk and talk?

What type of personality does it have?

What three words describe it perfectly?

logic and magic

strategic thinking and creative

design will bring your brand to life.

Your brand feeds into all aspects of your company.


Visual identity



Product design

Customer service




Look, feel,

naming, packaging

Website, direct mail,

advertising, PR

Brand architecture,

product portfolio

User-led design,

new product development

Ethos, tone of

voice guidelines


living the values

Express values,


Capability, hiring,


In the context of Living

the Brand, purposes and

values are not created,

they exist—the issue is how

well they are articulated

and embedded.

Nicholas Ind, Living the Brand (2001)

Brands and visual identity are linked

together like bread and jam.

Creative design is the language that

expresses your brand values.

Here are some leading examples:







Lettering Kellogg’s

Character Disney

Product Apple

Touch & Feel Kleenex

Photography Diesel


Mr. Sheen



Our studio is located at

77 Merrion Square, Dublin 2, D02 DH22

for further information please contact

Conor Clarke or Stephen Kavanagh at

Design Factory:



+353 (0)1 809 0010


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