Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives
18.3K views | +0 today
Follow
Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives
La experiencia es la práctica prolongada que proporciona conocimiento, saber o habilidad para hacer algo.
Your new post is loading...
Your new post is loading...
Scooped by Gabriel Catalano
Scoop.it!

The 15 top logo and branding design trends for 2012

The 15 top logo and branding design trends for 2012 | Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives | Scoop.it
Picking out the latest trends in branding, identity and logo design in 2012.

 

Logo design and branding trends are all around us - and whether you work as an identity designer or are just interested in the intricacies of branding design, we've trawled the web and blogs to bring you the latest trends in logo and branding design.

 

Notable sources are Bill Gardner's excellent Logo Lounge and its 2012 trend report, which includes many excellent insights – and is pretty much the authority on logo design trends) and Franklin Till's trend report for Computer Arts Collection.

 

The 15 top logo and branding design trends for 2012

more...
No comment yet.
Scooped by Gabriel Catalano
Scoop.it!

The Challenge of Creating a Connection Between Multiple Brands

The Challenge of Creating a Connection Between Multiple Brands | Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives | Scoop.it

So you have been developing your online brand identity, making sure that your website is both enticing and user friendly. But, now imagine this challenge:


“There are five brands within a larger corporate brand. Each brand is required maintain their own online identity, but must also stay connected to the parent company.”


Yeah, I would define that as a very large, but very exciting challenge.

 

However, this is only one scenario for a company comprised of multiple brands. For one company it may be better to keep the brands separate (not creating any connection between the online identities of each brand), while for another company it may be best to completely intertwine all the brands under one umbrella. There is not a single answer for if and how a parent company should connect their various brands online, but below are a few examples of possible routes.


Creating Connections Between Multiple Brands

The following is a breakdown of the different approaches that parent companies have used to connect (or not connect) their brands together. Using real-life examples, I show how some companies have been able to successfully implement strategies to either connect or maintain separate brand identities, and how “consistency” and “connection” seems to got lost in translation for other companies.

 

Continue Reading... 

more...
No comment yet.
Scooped by Gabriel Catalano
Scoop.it!

7 Reasons Branding & Design Play a Vital Role in Your Marketing

7 Reasons Branding & Design Play a Vital Role in Your Marketing | Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives | Scoop.it

Oh, you work in branding and design? So you're an arts and crafts marketer. Got it.

Raise your hand if you've heard that refrain. It's a bummer brand marketers get that reputation, because it typically stems from a total lack of understanding of the impact branding and design has on other areas of marketing. Those that think branding is just a fluffy, marketing buzz word need this blog post. And if you're a brand marketer who's tired of explaining why your job matters for the greater sales and marketer good, well, bookmark this bad boy and send it the way of the naysayers. Here are just some of the places brand marketers have a serious impact on other areas of marketing!

 

1) Call-to-Action Design

When you've reached the point of trying to optimize for conversions, you'll want to do some serious A/B testing. And CTAs are a great place to start! The problem? Well, after you've tested basic things like copy, placement, and button color, you need to step it up a notch. That means getting involved in testing the impact different designs have on your CTA click through rate. And as a company who has tested CTA design 'til the ends of the earth (and then some ... we're always testing new designs to see if we can improve conversions), we can vouch for the impact a new CTA design from our branding department can have on CTR.

Some of the things we've learned just on the blog alone? Well, when the blog posted the most well-branded CTAS in the world -- seriously, they aligned ridiculously well with the skin of our blog -- click through rate plummeted. Turns out they looked so much like our blog no one could tell they were clickable! Oops. Lesson learned. That's why we have the CTAs you see now, that stand out from the orange and white skin of the blog.

These are the kinds of lessons we learned, extremely quickly, because we had some brand marketers on our team that could pump out several new CTA designs very quickly based on what our analytics told us. If it was one of our bloggers designing the CTA? They'd still be putzing around in Microsoft Paint trying to pull a rabbit out of a hat. No offense, ladies. ;-)

 

2) Marketing Offer Layout

Feast your eyes on these beauties:

Those are two of our ebooks. But you probably already knew that if you've downloaded any of our recent ebooks ... because they all look really similar! This is the result of a conscious effort we've made thanks to our branding professionals, that have helped us streamline the look of all our ebooks to make the experience consistent for readers. So when you visit an ebook landing page, you'll see books like that every time. And when you open them up? Yep, the design elements remain consistent in there, too!

Not only does this help create a better reading experience for leads that download your content -- making it more likely they'll download more in the future -- it helps prevent copyright infringement on the internet. If people start to get to know what your content looks like, it's much easier for your community to call out copycats that simply steal your content and plop it up on their website. Tisk tisk.

 

3) Brand Style Guide

That consistent ebook design is great, but do we really have our designers lay out every single one of our ebooks?

No way, man. We don't have that many designers! They just worked out the vision for us, and then wrote it all out in terms the rest of us marketers can understand. In other words, they created a brand style guide for non-brandy and non-designey people.

Not only does a brand style guide help maintain branding consistency -- it helps make everyone in our company look, for lack of a better phrase, wicked professional. With our brand style guide, literally every employee at HubSpot can make use of established creative elements in any of their collateral or communications, like SWAG, offers, blog posts, landing pages ... everything. Establishing what's expected and giving employees the tools to re-create these elements helps prevent bottlenecks of work for our branding people, and saves us from having to hire 20 more designers.

 

4) Presentation Templates

Speaking of teaching a man to fish, having one template for all of the presentations your employees deliver is one of the best things to come out of a branding department. Seriously, if you haven't done it already, give it a try. At HubSpot, for example, one of our designers sat down one day and created a downloadable PowerPoint deck that would serve as a template for anyone that had to put together a presentation for HubSpot.

It. Is. Awesome. Think about your sales people, for example. Instead of having them fiddle around in PowerPoint for three hours trying to put a presentation together for an upcoming pitch ... where the outcome is probably still pretty dismal despite the effort ... they just plug in their information and boom. They've got a ridiculously well-branded presentation, and it took them maybe 30 minutes to create it. That's a much better use of time than trying to design a presentation from scratch, and it makes your company look far more professional.

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33595/7-Reasons-Branding-Design-Play-a-Vital-Role-in-Your-Marketing.aspx#ixzz27TEqjLOH


7 Reasons Branding & Design Play a Vital Role in Your Marketing

more...
No comment yet.
Scooped by Gabriel Catalano
Scoop.it!

Business Branding Through Characterization Guide [Infographic]

Business Branding Through Characterization Guide [Infographic] | Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives | Scoop.it
Want a more dedicated and loyal customer base? Try business branding characterization profiling, and you will find a new level of success for your brand.

 

As more and more companies take to the Internet to have a shot at a greater level of success, branding becomes ever more important. It has been said a million times by now, but a company without a website is most likely a failing one, and that is becoming more evident now than ever before. If you want people to find you, there has to be a way they can remember you, and usually that is how you have branded yourself. It’s what you stand for so to speak. Business branding characterization is one of the most important aspects of any branding. Missing out on what your brand stands for is like forgetting to fill up the pool before you go swimming. There’s just no point in branding yourself at all if you have no idea what characterization approach you should take.

 

Sometimes you will find a hint in the company’s name when it comes to what branding characterization approach they have taken. However, it’s usually through their advertising that you will see it more clearly. Business branding in itself is not hard, it’s the approach to make it eye-catching and appealing that is the hard part. If you get your characterization right, you can be sure your business branding campaign will be a true success no matter how you look at it.

 

To give you a better understanding of what business branding characterization is, I found an infographic that outlines some of the most common characterizations. The infographic (design by Joanna Worthington) is called What Does Your Brand Stand For?, and it is a great visualization of some rather appealing ways to brand your business.

more...
No comment yet.
Rescooped by Gabriel Catalano from MarketingHits
Scoop.it!

Why You Need to Build Your Brand Online [infographic]

Why You Need to Build Your Brand Online [infographic] | Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives | Scoop.it

The Internet offers so many more possibilities for small businesses than ever before. The online marketing opportunities are limitless, and it can be done with the social networks that you use everyday.


So, 'Why Build Your Brand Online?' The answer is simple, because that’s where everyone is. People are going to look for information about your business all hours of the day, everyday. Give your customers the opportunity to see your brand and message at all times. Let them develop a loyalty to your business via the Internet, and the increased opportunities for revenue rewards will likely soon follow.
By developing your brand online, you are able to use a vast array of measurement tools to get to know your audience. You can see what messages, and which types of media get the most responses from your customers, as well as, what times of the day get the most activity from your Facebook Fans and hits on your website. From these measurements, not only can you better brand your message based on your customers, but you can give them the voice to support your business to others. Tailoring your message to your customers is vital to building your online brand.

Learn more about online branding and more tips for business development through social media at the article link...


Via Lauren Moss, Brian Yanish - MarketingHits.com
more...
No comment yet.
Rescooped by Gabriel Catalano from Transmedia: Storytelling for the Digital Age
Scoop.it!

The Business of Storytelling

The Business of Storytelling | Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives | Scoop.it

Gunther Sonnenfeld:  "With global economic parity looming, companies can no longer rely on themselves for the answers. They must co-create new value systems with their customers and other businesses not only to survive, but to grow. And stories – or the act of curating them – can provide amazing new opportunities for growth."


Via The Digital Rocking Chair
more...
No comment yet.