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
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
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.
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
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
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
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.
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.
Your values: What do you stand for?
Many companies use words like
excellence, innovation, flexibility etc.
But what’s really true about
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
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.
Website, direct mail,
new product development
Ethos, tone of
living the values
In the context of Living
the Brand, purposes and
values are not created,
they exist—the issue is how
well they are articulated
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:
Touch & Feel Kleenex
Our studio is located at
77 Merrion Square, Dublin 2, D02 DH22
for further information please contact
Conor Clarke or Stephen Kavanagh at
+353 (0)1 809 0010