BRAND - In marketing, a brand is the symbolic embodiment of all the information connected with a company, product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes, or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers.
Brand Experience in User Experience Design - It is important that Web site usability to brand experience and provides evidence that a positive user experience has a direct correlation to positive brand perception.
Marketing Your Design Firm: How to Brand Yourselves as Well as You Brand Your Clients - The focus of this article is on the shoemaker: marketing aimed at increasing the brand awareness of the design firm itself--not its clients.
Brand Value and the User Experience - Successful companies match business objectives with customer needs. They combine ongoing testing, feedback and improvement cycles into their daily practices and invest in listening, learning and modifying the user experience to create positive returns in revenue and loyalty.
Logo and Brand Misapplication - It is hard to look across the table at these business owners and explain to them that building an identity that supports an ideal counter to their practice or ability is the wrong move.
Brand Experience and the Web - First things first: the Web has inherent limitations in the degree to which it can contribute to a successful Brand Experience.
Global Brands - BusinessWeek/Interbrand rank the companies that best built their images -- and made them stick
Packaging Your Brand's Personality - The brand identity in itself is much more than just a logo. The brand identity is a lot of things, which eventually lead to what I call that brand promise and the reason people buy a brand—value, acceptance and loyalty.
Target Your Brand - Build an identity that works in the age of the superstore
The Importance of Brand Image in Start Up Companies - The dictionary definition of branding is simple but it’s amazing how few business leaders understand its importance. I have meet directors from large, international businesses who do not see any reason for investing in fresh design, in pr, in web innovation or in core messages.
Trademarks, Not Patents: The real competitive advantage of the Apple iPod - It seems everyone has an opinion as to how design has contributed to the dominance of Apple in this lucrative, emergent market, targeted—if not lusted after—by savvy high tech giants Sony, Samsung, Dell and Microsoft.
What Makes a Great Logo - Branding is the most important aspect of a company’s marketing strategy and should be heavily considered. Companies that took their branding lightly during their inception may suffer in the long run. This happens even if their service or product is great, because their logo is unprofessional, confusing, or offensive.
The Good Brand - Brands are less and less about what we buy, and more and more about who we are. That means your cola can't just taste good. It has to feel good, too.
What is Branding and How Important is it to Your Marketing Strategy? - Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
Brand Quick Start: Choose from Four Logo Types - You want to establish "brand equity," but where do you start? By creating a logo. A professional logo represents your company in a form that can be protected through trademark law. Let's take a quick tour of the main types logos.
Your Brand Design is Your Essence - The rigors of competition weigh heavily on firm leaders today. Not even global giants are safe. Economic shifts in building categories and geographic zones are in constant transition.
What Role Does Your Logo Play in Your Branding Strategy? - When I speak about branding it's not uncommon for people to mistake their logo as their "branding". Your logo is only one piece of your branding strategy. Your logo is a symbol that can provide consumers with instant and powerful brand recognition of your business and the services or products that you offer.
Business Cards: Ideas and Inspiration, Part II
Today we continue looking at business cards that stand out, and here’s hoping you get some inspiration and ideas! After all, you only get one first impression, so your business card should be something that showcases the best of your design abilities. On Wednesday we looked at the use of interesting shapes, 3D business cards, [...]
Business Cards: Ideas and Inspiration, Part I
As a graphic designer, your business card should do more than let people know how to contact you. If you’re interested in truly making a good first impression, the business card has got to stand out. Whether through color, design, die cutting, unique materials, 3D shapes, or actual samples of your work, a stand-out business [...]
Collaborating and Negotiating: Part II
Today, we’re looking at the collaboration side of negotiation and collaboration in graphic design. Because your work is ultimately for the client, at times you as the designer must be willing to compromise to reach a mutually agreeable goal. Here are some tips to help you collaborate with clients. Ways to Collaborate Listen. On page 28 [...]
Collaborating and Negotiating: Part I
It’s there in the design brief: the problem your client wants you to solve. But whether your objective is to create an advertisement, exhibition or public announcement, sometimes you and the client aren’t quite on the same page about what exactly the best design solution is. OC Photographer asked a great question about the collaborating [...]
When Things Go Bad: 5 Tips for Firing Clients
Most graphic designers will be in a similar situation at some point: the client will not pay, the client is never satisfied with your work yet won’t collaborate to fix it, or you simply realize that you and the client are not meshing. Regardless of when and why you need to fire a client, everyone [...]
Tips for Working with Clients: Approaching the Relationship
Whether you’re looking for design classes, design degree programs, internships or first jobs, it’s important to choose an option that will help you learn clear communication, especially when it comes to designer/client relationships. Knowing how to work with clients should always be part of a successful graphic design education. The following tips can help you [...]
Working for Good: Pro Bono Design, Part II
If you’re interested in doing pro bono graphic design work, it’s important to educate yourself about smart ways to do it. Once you’ve got some guidelines, you can approach your pro bono work with creativity; unless your client specifically requests it, you don’t need to limit yourself to a brochure. Consider these ideas for pro [...]
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