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Branding Is About Creating Patterns, Not Repeating Messages

Branding Is About Creating Patterns, Not Repeating Messages | timms brand design | Scoop.it

In the latest Method 10x10 piece, principal Marc Shillum argues that branding lies in creating patterns that add up to a whole, rather than a single, monolithic message.


Brands today exist in multiple mediums, defined by multiple voices. The media brands inhabit is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value?

 

Brands as Patterns

We all know that brands are increasingly accessed digitally, but a less considered consequence is that the interface through which a brand is accessed has become a primary identity element...


Via Martin Gysler
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Branding with Infographics: How to Build a Visual Language for Your Company

Branding with Infographics: How to Build a Visual Language for Your Company | timms brand design | Scoop.it
We have entered an age where visual communication is essential for any company. The need to tell complex stories quickly, effectively, and in a way that engages people is not just prevalent, it is universal. Brands that learn and utilize visual communication as a tool to distribute their message and inspire audiences will run circles around those who struggle to find their voice in the medium. Beyond the necessity to embrace information design, infographics also present an incredible opportunity to strengthen your existing branding efforts by developing a unique graphic style to be implemented throughout the company. Consistently creating arresting infographics that can easily be identified with your brand provides an incredible advantage in ensuring that the content your company produces, whether for marketing, customer education, or sales collateral, is both familiar and well received.

How do you get started in building a visual language? Read the complete article for five key considerations to ensure your approach is holistic and successful..


Via Lauren Moss
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