Can Kulahcioglu: Brand Design

"… to be really effective you have to be able to sense the brand. You may

even be able to touch it and feel it. So that it manifests the core idea...." Wally Olins

The concept of branding is intrinsically linked with advertising, marketing and playing on the subconscious aspirations of the consumer.

A brand can be a product, a person or a logo – anything that can be bought and sold, as an idea or artefact, can be branded.

Branding is a global culture fuelled by consumerism and the need for people to categorise their lifestyles, likes and dislikes through buying into particular products.

It is evident that brands possess values that distinguish them from their competitors.

It is interesting to consider why we buy a branded product over a supermarket named equivalent at half the price.

What makes us believe that the contents of the tin are of a better quality?

No brand can appeal to everyone.

Through marketing and advertising, the image of the brand is identified and sold to the public.

The brand can be defined by analysing its core values through understanding the product, communicating and understanding the right consumer audience and finally matching the product to the physical environment.

In retail terms, the store is built around the concept of the brand and the products sold within it. The interior emulates the aspirations of the brand values and qualities to enhance the relationship between the space and the message.

Everything about the brand must be consistent – from the associated colour and graphic style to the product range, whether diverse or focused, and the interior.

This consistency makes the message stronger and re-affirms the brand’s worth.

Although brand stores can be seen throughout the world in different formats, there are particular mechanisms in place for promoting a new concept or to consolidate a brand experience on the global market.

This usually happens in major retail positions, to allow access to the larger proportion of the world’s consumers.

These mechanisms can be categorised as concept stores, flagship stores and lifestyle stores.

The principles of a BRAND DESIGN can be examined under the following headings:

1.Essence The essence identifies what is at the heart of the business and the nature of the work. These are the most important features of the organisation. (ABC is a computer company)

2.Values The term ‘brand values’ can be explored through what the organisation’s morals and standards are and how they manifest themselves in the brand. (ABC is a computer company that gives free computer to schools)

3.Image The brand image is one of the most important aspects of brand development and is paramount in showing the essence and values of the organisation to the world through visual means. (ABC is a computer company which is innovative and young consumers oriented, it is hip and cool)

4.Big ideas The big ideas demonstrate what the brand sets out to achieve. (ABC is a computer company which distributes free office programs and education related software to students)

5.Cash generator Behind every brand is the ambition to make money. It is fundamental to know how this will happen. (ABC is a computer company which offers four year payment opportunity to students)

6.Strange attractor The success of many brands is in the unknown and the additional offers that can be made under a brand. It is important to question what else people use/need the brand for. (ABC is a computer company which openly supports diversity and manifests this with their non-sexist non-racist commercials and in various other ways)