All posts filed under “Design

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How to create a timeless lifestyle brand? – 3 step process with 21 point checklist, explained.

Introduction

We are living in the most interesting times of our generation, there’s so much change has happened and so little time it’s amazing. For the fashion and lifestyle industry change was every present but with the tech. revolution and fast fashion now a permanent part of family.

It is estimated that an average customer is exposed to more than 30,000 advertisements in a day (this includes online and offline impressions) which is increasing every year.

Even interesting is that, as much as the market sounds crowded & competitive, brands that are relevant and catering to a specific niche are doing really well.

Attention is the prized possession in today’s world.

Attention of our time has shifted tremendously, social media has penetrated so much into our existence that they have been a driving factor in bringing revolutions in countries then how come the retail industry can not be affected by it.

In this article we’ll be sharing how brands are built, how they penetrate and become essential members of customers family. We’ll be looking at what has worked for leading brands in lifestyle and fashion industry and most importantly how can you achieve that David’s mind set defeat Goliath’s of the industry.

We will share the aspects of brand that works and how you can level up and incorporate it in your online lifestyle and fashion brand.

Back to basics

The Lifestyle and fashion brands segment is the most dynamic and fierce in competition but interestingly there are brands that have been leading through the years.

What’s their secret? How do they do it?

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A client’s guide to design: how to get the most out of the process?

Getting the most out of the process

Branding in today’s world is a highly exclusive work, result of people coming together with a purpose. Only when the collaboration is creative, the results are too.

We’ll discuss how to get creative results the following explanation will give you a much realistic, useful information about the entire process.

The fundamental principle here is that anything worth doing is worth doing it well, but if it’s to be done well, it must first be valued.

Value: “Good design is not cheap design cheap design is not good design.”

There are a lot of examples of design and creativity’s importance. There is ample evidence to justify good design and creativity leads to more revenue.

We are competing for “attention” it is more than just an internet bubble which is going to bust, it’s a challenge for companies to attract customers to their products/services & keep them. The solution to the challenge is how companies communicate to their markets their audience is the primary means of differentiation today.

Never in fact has communication been more important in business. More often than not, business that value design lead the competition.

What design is and isn’t?

Design is not something that looks good or bad, that’s “Style”. What design is, it is the underline structure of communication the idea not merely the surface qualities. There is nothing more vulgar than the messages that stand on their own.

Ideas give design it’s weight, its substance, its ability to influence audience positively, negatively or not at all.

Design is about the whole, not isolated bits. Being inconsistent raises doubts, doubts makes customers wary. That wouldn’t be an issue if there were no options but there are and they are well aware of it.

So?

Is it suffice for brands/businesses to have a great logo, where there is no consistency across the whole spectrum of touch points / interactions. From the tone of the helpline executive to the corporate identity, branding, packaging, internet, environmental graphics.

Thanks for reading.

 

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Why should you be bothered about branding?

What is brand, branding or brand identity?

As a design studio brand, branding and brand identity are central to us, that where our passion lies. We feel the pain when these words Brand, Branding and Brand identity gets tossed around, somewhere an angel dies each time these words are misused.

In order to use them to their full potential one must understand them correctly. We will try and demystify the assumptions around them.

“A tribe is a group of people connected to one another, connected to a leader and connected to an idea… people want connection and growth and something new.”
– Seth Godin

What is brand identity?

Brand identity appeals to the senses, you can touch it, see it, watch it move. Brand identity of a company is a set of visual attributes these include various forms of visual communication mainly typography, graphic design, voice & tone, colour and brand associations.

What brand identity is not?

Brand identity is not the logo, it is not the tagline, it is not the style, it is not the colour, it’s not the voice, not the celebrity associations. These elements work together as a unit to create a brand identity that has depth.

Brand identity takes elements and unifies them into one whole system, which communicates and instills confidence in customers as well as owners.

Brand identity increases recognition, amplifies positioning and successfully differentiates from competition.

 

What is branding?

Branding is a discipline which articulates brand’s core values through its identity program consistently throughout its touch points.

Branding is a well defined process used to build and extend a brand’s perception. Successful brands know its importance and invest time and resources as it is company’s future they are investing in.

 

“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”
– Howard Schultz

 

Why be bothered to invest?

  • “We live in a branded world”
  • Investing in brand identity is investing in future of your brand.
  • A strong brand identity makes it easier for the brand to articulate.
  • A strong brand identity aides customers in making a choice.
  • A strong brand identity supports the brand image.
  • Brand identity creates an emotional connect with the customers, builds a lasting relation.

For instance you must have heard any one brand of the following brands, they come from luxury fashion brands to perfumes, wines and fine dining.

Fashion and Leather Goods

  • Berluti
  • Céline
  • Dior
  • Donna Karan
  • EDUN
  • Emilio Pucci
  • Fendi
  • Givenchy
  • Kenzo
  • Marc Jacobs
  • Moynat
  • Loewe
  • Loro Piana
  • Louis Vuitton
  • Nicholas Kirkwood
  • Thomas Pink
  • Williams

 

Perfumes and Cosmetics

  • Parfums Christian Dior
  • Guerlain
  • Parfums Givenchy
  • Kenzo Parfums
  • Benefit Cosmetics LLC
  • Fresh Inc.
  • Make Up For Ever
  • Acqua di Parma
  • Perfumes Loewe S.A.
  • Fendi Perfumes
  • Marc Jacobs Beauty
  • NUDE

 

Watches and Jewelry

  • Bulgari
  • Chaumet
  • De Beers Diamond Jewellers
  • FRED
  • Hublot
  • TAG Heuer
  • Zenith

Wines and Spirits

  • 10 Cane
  • Ardbeg
  • Belvedere
  • Château Cheval Blanc
  • Château d’Yquem
  • Cloudy Bay Vineyards
  • Dom Pérignon
  • Domaine Chandon California
  • Hennessy
  • Glenmorangie
  • Krug
  • Mercier
  • Moët & Chandon
  • Ruinart
  • Veuve Clicquot
  • Wenjun[18]

 

Specialist retailing

  • DFS
  • Le Bon Marché
  • Sephora
  • Starboard Cruise Services

*source LVMH.com

 

They all are owned by the mighty LVMH group, they are the largest group in the world catering to luxury segment. They certainly know something about why one should be bothered about branding, that’s one of the reason their profits are upwards of 35+ billion USD.

 

“Good brands reflect the histories of the time and the group of people that made them. They can not be copied. They can not be recycled.”
― Richard Branson

Thanks for reading!

 
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Brand basics: what is a brand?

What is a brand and why do we need it?

We are appalled that the term “branding” gets tossed around here and there, where it doesn’t even belong.

It is definitely pivotal for us to define the term in their actuality.

To start with the term brand, branding, brand identity and logo are considered to be the same but they all have a different intent and work.

BRAND

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin

As the definition sums it up precisely, brand is so much broad and has a lot of depth beyond the visual brand identity, which is what we try and achieve with our clients. Successful businesses see the value of branding and are living example that lasting success comes from a clearly defined and comprehended brand.

Branding is the process of navigating, creating and articulating the brand’s essence. It uses a distinctive visual language and exude the goals and mission of the brand. It includes how a business is defined, its working, ethics and much much more.

Brand identity is a set of visual attributes aligned to brand’s essence, goals and mission. This includes the intent of typography brand uses to colours to logotype to the tone of your brand’s perception.

A strong brand identity looks far more professional and consistent than a company that who cuts corners with it. There’s a huge pile of brands who had a great business plan but failed only because they did not see the value of a strong brand and its advantage.

The reality is that brands have evolved and have transcended into our lives, from mass reactions of customers that forced GAP to take back their redesigned identity to Tropicana taking back their package design.

Take the example of Superdry. It grew exponential in its popularity and clocked a revenue of $$ in USD in the recession hit, fast fashion hit and overly saturated clothing market.

It’s a brand that is considered to be a Japanese clothing brand, with its distinctive visuals and garage 1970’s era inspired graphics,

 

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Why not every passenger is a pilot

Thoughts-on-why-not-every-passenger-is-a-pilot

WHY NOT EVERY PASSENGER IS A PILOT

Everybody has an opinion on how things should be, how they can be better or productive or engaging or successful. That certainly is true but it’s only part of it, the solutions are according to them through their perception and experiences, that certainly does not mean that every user is a branding, strategy, positioning, designing or engineering professional. Read More

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Developing an eye

Thoughts-on-developing-an-eye

DEVELOPING AN EYE

As a Design Consultancy, this is very important to us. After all seeing and feeling are the basis of good Design. We feel that it can be developed over a due period of time, here are few of our thoughts on caring and developing an eye for good design.

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