Your Brand is your most valuable investment

By Michael Olson
As featured in Media Inc., January 2007

Seattle, WA – Many companies believe that in order to distinguish themselves from competitors, they must “re-brand” with a new logo, color scheme and a catchy tagline. While this may serve to attract immediate attention, many find the benefits to be short-lived – ending up with the same market share, while wearing a much nicer and more expensive suit. Those who find themselves in this situation have fallen prey to a great misconception of what a brand is and how design functions in the marketplace.

A brand is much more than a logo and color scheme; it is the big idea behind your company. It is a unique promise to the consumer, and your ability to fulfill this promise, that ultimately differentiates you in the market. Your brand promise is reflected in your mission statement, core values and business value proposition. Most importantly, your promise must be relevant to your customers and easily distinguished from your competitors. Only when a unique brand promise has been clearly defined should you proceed with the naming of your company and the design of your brand. This promise is the foundation of your brand; everything you do – from design and marketing, to internal and external communications – should originate with this promise.

Design, however, functions to breathe life into your brand. Initially a logo design, for example, is but a visual representation of your company, service or product. Coupled with a unique brand promise, the logo design has the opportunity to evolve into an expectation of fulfillment and elicit a positive emotional response in the mind of the consumer. The design becomes synonymous with your brand values and serves to communicate your corporate identity. Through design, a visual standard is created to support your brand promise in all of your marketing communications. It is important that your logo, color scheme, font selection, spacing and presentation, as well as paper selection and chosen imagery always adheres to defined brand standards.

Your brand is your most valuable asset and should be treated conscientiously. Professional branding consultants and design firms can be valuable partners in managing your brand asset for the long-term. When choosing a design firm, ensure that they understand these concepts clearly and are able to work from the foundation of your brand promise when developing new messaging or marketing communications. By nurturing your brand promise into a successful, focused identity, through consistent and frequent media attention, you can gain a competitive advantage, win market share and enter new markets with confidence. Through successful brand design, you will generate enthusiasm and create lasting emotional connections with your target audience, gaining a distinct advantage over competitors. Follow these guidelines and you are well on your way to brand stardom.

Michael Olson is the Creative Director and CEO of maoStudios, an award-winning graphic design and marketing communications studio in Seattle, WA. Michael specializes in brand development, graphic design and web design & development.