Tips from Computer Arts

Five tips for successful client branding

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	Keep it simple At the core of any notable brand lies a memorable marque. Study brands you admire and ask why they are successful. Chances are you will have heard the old adage ‘less is more’ – look at Apple and Nike: they’re instantly recognisable because of their simplicity and clarity. Your logos should have the same power.
	Consistency is key Establish a graphic language and message that work alongside the brand marque. Be sure to define these early on and reference them throughout the brand development process. When a branding project is in full flow, every surface in the studio will be littered with research and development sketches: absorb yourself in the process, live and breathe the brand, refine the message and relate everything you do back to it.
	Mind your language What a brand says is just as important as what it does. Think carefully about the tone of voice and engineer it to reflect the brand ethos. Innocent is a good example of a brand that fuses its visual language and copywriting. If words aren’t your bag, enlist some help from a copywriter.
	Does it travel? The world is a small place these days. Logos, colours and names might work well in one region, country or continent, but how will they be received worldwide? For small, local clients this might not matter, but for others it definitely will. The brand assets you’ve chosen might not always be appropriate, so gather feedback from your target audience and be prepared to re-visit elements of your branding at this stage.
	Put it in writing Chances are your clients, their partners and other people are going to want to use your branding for all kinds of promotional purposes. Give them a style guide that shows them how to best portray the brand in different circumstances. Think about creating a graphic toolkit for third parties in the relevant formats to help reduce the chance that your carefully crafted corporate identity is misused.

Words: Ross Imms, director, A-Side Studio Icons: Matthew Bromley
Find plenty more advice like this in The Design Manual, every month in Computer Arts.