Re: Branding

1. What are your suggestions for making this particular branding issue work better?

I think Katie has a great start! Working with placement of elements, shape and/or color are great ideas. I would have thought merging color would be the strongest solution, but Katie is on to something much more effective. The “American” definitely seems iconic for the company.

2. How important is having a good understanding of brand strategy for people in our line of work?

I love brand strategy. So I’m going to say, very important. Consistency in visual communication and artifacts can really strengthen a brand’s presence in the marketplace. Designers should know how to interpret a brand and be able to articulate how their work fits or extends the brand strategy.

3. Do you have real life experience with a branding nightmare/success story?

I’m in the middle of something now. The program I work for is under the umbrella of University of Maryland. My program also consists of 12 unique programs. We have major identity challenges from consistency to agreeing on what we do.

I followed parts of Designing Brand Identify to research and hold a workshop for stakeholders. I am working on a style guide now, based on the results. During my workshop, I used examples to talk about quality brands and used quotes, articles about branding in our industry. Then we completed a group discussion where I took notes on big post-its, so everyone felt heard. I asked questions that would make up a creative brief. Most of them were modified from the book.

4. How much of branding is good design and good business?

It’s all a part of marketing. And it all works together. But I think design, in an organizational setting, is an expression of the brand. The brand is the promise you make to your customers about their experience. The business is making sure you follow through. Design is a part of the experience.