LGC Smithers

What does branding really mean?

I used to think that branding meant marks on steers; or Ex is my brand of beer. Today, it has replaced all the old nomenclature such as logo, logotype, wordmark, symbol, mark, image, corporate signature and so forth.

All the great trademarks such as TD, Mercedes, Air Canada (before the whiz kids in California messed it up), CN or Coca Cola are now simply called brand images. Some of mine are still around - Stelco, Canada Post, Mississauga Transit, Saskatchewan Government. Then, they were called symbols. But they still work.

Today, we need to brand everything but the new style of images is very predictable. Everything has a free-hand swoosh mark such as Hamilton¹s Health Sciences swoosh through the H. Won¹t last like Chrysler¹s pentastar, or the Ford oval. Too damn stylish.

Have you tried to understand, for example, some of the new TV commercials? Where¹s the clarity of message? I¹m convinced that this is another form of branding which, these days, is to provide confusion. Is this because no one thinks through the purpose of branding? Probably.

What is your brand like, or what are your branding objectives? Have you reviewed your brand image, and communications objectives lately? If you have an image, do you apply it consistently? Do you make an effort to have it to stand out, or are your branding efforts like the portable signs which simply add to visual confusion.

If you want further proof of inconsequential branding/communications, study the next websites you visit. I will bet that they suffer from visual confusion - small symbols; fashionable use of colour; poor typography with lots of lower case (just so there are no degrees of emphasis); clever pictures or illustrations that don¹t really communicate; stuff you really need such as a phone number set in small, obscure type. Call me if I am wrong.

Look at the new magazine layouts and typography. Everything squished up and underlined; and in pale colours. Smart alek photos. All of this must be done on purpose to irritate, or because no one reads anymore - certainly the designers don¹t.

If you want your message to be effective - whether it is a sign, a fax sheet, an ad, or your business card - set out criteria and stick with the basics. For gawd¹s sale don¹t do it yourself or leave it to the local supplier. You, or they, will get it wrong every time. Just ask the new low cost airlines - Jetgo, Flynow, Wingit, Skyfly, Cheapgo, Anytime. They will be out of business before the next issue of Snips. Guaranteed.

	Smithers Snips Guest Article - Branding
	by Bill Newton	Smithers Snips welcomes guest articles. If you have something to share let us know: info@lgc-smithers.com
Smithers Snips is a free publication of LGC Smithers Inc. June 2002	What does branding really mean? I used to think that branding meant marks on steers; or Ex is my brand of beer. Today, it has replaced all the old nomenclature such as logo, logotype, wordmark, symbol, mark, image, corporate signature and so forth. All the great trademarks such as TD, Mercedes, Air Canada (before the whiz kids in California messed it up), CN or Coca Cola are now simply called brand images. Some of mine are still around - Stelco, Canada Post, Mississauga Transit, Saskatchewan Government. Then, they were called symbols. But they still work. Today, we need to brand everything but the new style of images is very predictable. Everything has a free-hand swoosh mark such as Hamilton¹s Health Sciences swoosh through the H. Won¹t last like Chrysler¹s pentastar, or the Ford oval. Too damn stylish. Have you tried to understand, for example, some of the new TV commercials? Where¹s the clarity of message? I¹m convinced that this is another form of branding which, these days, is to provide confusion. Is this because no one thinks through the purpose of branding? Probably. What is your brand like, or what are your branding objectives? Have you reviewed your brand image, and communications objectives lately? If you have an image, do you apply it consistently? Do you make an effort to have it to stand out, or are your branding efforts like the portable signs which simply add to visual confusion. If you want further proof of inconsequential branding/communications, study the next websites you visit. I will bet that they suffer from visual confusion - small symbols; fashionable use of colour; poor typography with lots of lower case (just so there are no degrees of emphasis); clever pictures or illustrations that don¹t really communicate; stuff you really need such as a phone number set in small, obscure type. Call me if I am wrong. Look at the new magazine layouts and typography. Everything squished up and underlined; and in pale colours. Smart alek photos. All of this must be done on purpose to irritate, or because no one reads anymore - certainly the designers don¹t. If you want your message to be effective - whether it is a sign, a fax sheet, an ad, or your business card - set out criteria and stick with the basics. For gawd¹s sale don¹t do it yourself or leave it to the local supplier. You, or they, will get it wrong every time. Just ask the new low cost airlines - Jetgo, Flynow, Wingit, Skyfly, Cheapgo, Anytime. They will be out of business before the next issue of Snips. Guaranteed.
		Bill Newton is a local designer and communicator who is not sure any more that anyone cares about effective communications. If you do, he would be pleased to hear from you, at 905 777-8880.
	Have a comment? Just send it to snips@lgc-smithers.com	LGC Smithers Inc. 89 King Street West, Suite 106, Dundas L9H 1V1 Telephone: (905) 627 2910 - Fax: (905) 627 1433 E-mail: snips@lgc-smithers.com
The information in SNIPS is provided by LGC Smithers Inc. for general guidance and interest. The information is not intended to replace or serve as substitute for professional service. Information is provided without warranty.