Representation VS Reputation

Building successful brands

It is a misunderstanding to think that an individual or company can create a brand. Rather, they are built by consumers who connect, trust, identify and engage with it. In the same way, these consumers also have the power to make or break a brand. 

“Being liked, admired and respected more than the competition helps an organisation to win.” (Wally Olins). It is often assumed that to achieve this, a brand must look really good, and to a large extent, that is true. Creative marketing and design do contribute to shaping consumer perceptions, but the foundations of a brand are its core values and ethos. As people, trends and fashions change, brands also need to be fluid and dynamic, without compromising what they stand for.

BMW, Jaguar, Bentley and Rolls-Royce recognise this and strategically position their brand to capitalise on prestigious renown. Their reputation is more valuable than just their representation. Perhaps this is why there are so few BMW taxis.

Apple’s iPhone is a classic example of a product that carries with it a strong reputation and its success is wholly dependent on defending and strengthening its reputation. The iphone “just works properly”. The fact that it looks good too bolsters consumer allegiance.

One of the first things people do when starting a business is to design a logo. A typical logotype comprises various elements such as a symbol, a name, typography and colour. Often, it’s a combination of all of these, and at times, it may be just one element that points to greater things. For example the ‘Nike Swoosh’, or the colour ‘British racing green’.

Given that brands are dynamic and perceptions constantly change, it is very difficult to accurately represent vision, mission and core values in a single graphic.

My work as a designer has largely involved making brands look good. For most of us, it’s easy to appreciate the importance of keeping up appearances. It is why some people wear suits to work and it’s the reason I shave before visiting my mother. But in branding, we can’t afford to rely on looks alone. It has to go deeper.

I love how creative design can bring projects to life. Careful research, positioning, strategy and thought are a breeding ground for creative ideas. These ideas grow into a strong visual and verbal brand image, held together by personality, the soul of any brand.

Effective communication has to play to all the senses, not just sight. How does a blind person perceive your brand? Logos, websites, photography and slogans are great, but it is integrity, honesty, values and and a genuine quality that increase a brand’s life expectancy. To nurture these qualities, you have to be committed to the long-haul. Once consumers engage with these principles, you’re onto a winner! A clear example of this for me was the London 2012 olympics. Prior to the event the logotype came under intense scrutiny from the British public. But during the opening ceremony, something very special took place that silenced even the harshest critics. People connected with the values of the event. They could identify with the history, achievements and the things that made Britain “Great”. The emphasis shifted from what the 2012 Olympics looked like, to what they stood for, and a sense of national pride was not only restored, but strengthened.

This Basque phrase, coined by professional clowns, is the best definition of branding I have come across. It literally means: “Heart, Mind, Hand… Believe, think and act.” 

Good branding begins with belief, fuelled by passion. When this is effectively represented, the result is a positive consumer experience and a reputation begins to grow. What is branding? To me, it is the careful management of a reputation.