What is Branding?

Branding is a very popular and even over-used term in the business and marketing sectors. It can mean different things depending on who is talking/writing and who is listening/reading. Some phrases I’ve heard to define branding A brand is a promise. This is a phrase I see quite often, and it’s honestly always a bit vague and confusing to me. I guess that is sort of the point: this message is that your brand is not tangible. However, I would argue there are clearly tangible parts to a brand. These are parts can be called your brand identity and include your logo, your trademarked designs and services, your corporate look and feel, among others. You don’t build your brand, your customers do. This is another sentiment that stresses that all of brand building is not within your control. However, I think this is a bit extreme, as you do have some control. And businesses should make every effort to grow […]

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Why Consistency Is So Important to Branding (Via The Hot Iron)

Today’s post can be read at The Hot Iron, a blog produced by Mike Maddaloni of Dunkirk Systems, LLC. Mike and I have partnered on many web projects; he does the development and I do the design. If you haven’t already, check out his blog on business and technology. Here’s the direct link to: Why Consistency Is So Important to Branding

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Typography in the News: IKEA Changes Font

It’s not everyday that a change of font becomes business news. But recently, Ikea made the change from Futura to Verdana and many people took notice. The story ran in the business section of my local paper, and was also covered by Time Magazine, and in blogs and news sources across the Internet. Ikea, the Swedish housewares and furniture store prides itself on the high-quality design of it’s low-cost items. Probably because it’s so focused on design is why so many designers noticed and criticized their change of font. According to news stories, Ikea has used the Futura typeface for more than 50 years. Talk about consistency in brand identity! But they recently changed to Verdana to be able to have the same font used on all of their international sites and in both print and web. Why font matters? What is the difference between Futura and Verdana? Both are sans serif faces, but Futura was designed for print applications […]

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Twitter Would Have Failed Without Design

When I first heard about Twitter, I thought it was pretty stupid. I didn’t care to read the banalities of someone’s Tweets as they ate, waited, shopped, etc. I’m not alone in questioning its merit, there are many, many articles wondering what the long term impact of Twitter will be. However, in the short term, Twitter is growing like crazy, with more than 32 million accessing twitter.com in April of this year. So it is obviously appealing to some, at least enough to set up and test it out once or twice. Picture Twitter Without the Design Recently, Twitter has experienced frequent outages and over-capacity issues. The other day, I went to twitter.com and the page content (HTML) loaded but the CSS style sheet did not. Below is what the login screen looks like without the benefit of design. If you thought Twitter was mundane when it’s working correctly, it’s much worse without the benefit of design. Seeing this twitter.com […]

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Emily Brackett featured in Portland Press Herald

An article I wrote for the Portland Press Herald was published in Tuesday’s business section. If you missed the print edition, you may read the article online here. “Stay strong by staying on message” talks about the importance of consistency in branding. The article includes an explanation of why consistency strengthens your brand, and tips for keeping your identity working across a wide variety of formats. BTW, sorry this is being announced a bit late. I’m on vacation, so didn’t realize it published until today.

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