Branding Practices Defined - Lessons from 1185 Design

An excellent brand is more than just a good logo. Use the following terms and definitions when evaluating the brands you find tonight.

Delivery on Promise
A good brand has a well-defined (either implicit or explicit) promise to its customers, and consistently delivers on that promise. For each brand you visit tonight, try and define what their promise is, and how they deliver.

Memorability/Ownability
The brand uses color, typography, logo and other design elements such as layout and dress of retail locations in a consistent manner. Creating distinctive elements and using them consistently not only makes a brand memorable, but keeps other companies from using the same elements.

Superior Offering or Service
The brand’s product or service works more consistently, tastes better, or provides a more satisfying experience than the competition.

Fulfills a Need/Innovates
The brand takes an existing product or service and elevates it to a new level by re-imaging, redesigning, or combining it with a new approach.