Brand Strategy

Brand is a word that has many meanings. It can mean as little as an identifiable trademark (a name or logo) or it can be used to describe an entire business.  When it comes to savvy marketing what is key is that it is an idea that exists in the mind first and foremost.
So the moment you decide to create a business or cause, you have created a brand – it just exists in your mind alone.

Many organizations start to operate without a serious consideration of brand.   They start operations, and customers start to perceive their brand. Those that love the solution and how it is delivered, have positive brand associations. Depending on their experiences others will have negative or indifferent brand experiences. Still others may or may not be aware of the business and will go on considering only competing brands.

Over time, a company develops promises, positions, personality traits and attributes that are great, good-enough or unintentionally discourage proper awareness, consideration and loyalty. Businesses that are destined for greatness take ownership. They realize “we have a brand, whether we like it or not.” They will quickly make their brand work for them and not against them, and these businesses will recognize that they need to define their brand in a way which is authentic to their business and meaningful to their customer.  This is the essence of brand strategy – deciding how you are going to win in the mind of the customer.

(An extract from my notes and research while working towards my degree project on brand strategy)


Website Today:

I was saving drafts in wordpress when my tweetdeck gave me a notification. This guy said that every web and graphic designer must read this, an article. Here is an excerpt,

Yesterday someone pointed me to this site, I immediately commented, in my opinion accurately so, that the site was the epitome of the online circle jerk that is the web design industry. I wasn’t alone in criticizing it, but still well in the minority. To be clear, my insult was directed towards the community rather than a single site. I’m sure the others had the same in mind. in the first sentence caught my eye, but before you jump into clicking the link please read the article. I read the article first and then went on to this website. So here is today’s website – . Really interesting! I’m going back to it now that I’m done introducing it to you!

Adidas ad

Website Today: Design Observer

Website Today: Yanko Design

Yanko Design is a web magazine dedicated to introducing the best modern international design, covering from industrial design, concepts, technology, interior design, architecture, exhibition and fashion. It’s about the cutting edge and the classic, the new and the rediscovered. It’s all about the best.

Website Today: Simply Breakfast

Simply breakfast is delicious blog that belongs to Jeniffer Causey. She takes a picture of her breakfast everyday and puts it up. She’s a photographer and breakfast lover.

Go through it and you’re mouth will be watering without a doubt!

Website Today: AIGA

AIGA website

Today’s website is American Institute of Graphic Arts (AIGA)