The purest example of a fully-integration brand concept is what some call ‘from the ground up’ brand integration, beginning with the conception of an actual product (its name, strategy, design, merchandising, etc…)
When it comes to integration, this is the most ideal position for a brand to be in.
If it’s not, it makes full integration very difficult to achieve.
Separating the product from the packaging also removes the brand from the equation.
There is little point in asking a television viewer what he thinks of a new program’s title, if it contains words that his unconscious mind would pass over and filter out of conscious appraisal at the moment of the selection decision is made in reality.
At some point you should turn everything on its head. Logos usually go lower right so put them top left. Product shots are usually small, make them big. Instead of headlines being more prominent than body copy, do the opposite. It’s perverse, but I’m constantly surprised how many times it works.
Good research should be used in choosing your brand fragrance. Give your customers a product to taste, smell, feel, and then give them pictures, words, or logos. Ask them how much this scent goes with that image. Find the particular sensory stimulus that matches your brand.
A complication in attempting to copyright graphic design is the fact that graphic work is often made up of many copyrights (typefaces, images, other people’s logos, etc); ‘These so-called ‘embedded copyrights’ preserves their individual protection, even if the graphic design as a whole is copyrighted. Embedded copyrights can make it hard to bring an action for copyright infringement.
It’s worth looking at what a brand is before looking at what a brand name should be aiming to achieve. A brand is not a logo, it is a promise – that has to be delivered.
The agency creating the logo and the tagline generally maintains the creative rights to the logo, and the client cannot just simply do what they want with the concept of the creation. Some clients, however, may not understand this and think that when they buy a concept/creative idea, that they can then take this creation and use or modify it however they want without regard for the agency’s Graphic Chart Guidelines.
Consistency: The key to developing Brand Awareness. Consistency in colors and how they’re used. Consistency in how your logo is presented. Consistency in the tone you take in your writing. Consistency in your use of fonts. Consistency in the way your present your brand.
Try to control the way your company is publicized by third parties. Provide them with various pictures to use for their publications. Provide your logo on a black, white, and clear background (png). This way the look of your brand doesn’t appear cheap.
Your company colors shouldn’t be your favorite color(s). There is a psychological effect held by each color, do your research, see what the rest of the industry is doing and why.
Always take the long view in designing a logo so that it is contemporary enough to reflect its moment yet not so trendy as to appear dated before its time. As the saying goes, ‘Nothing dulls faster than the cutting edge.’