Elements Brand Management
Unlock Your Brand’s Full Potential – Stand Out, Create Impact, and Thrive
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Elements Brand Management
One spontaneous decision took us here.
It was 2008 and my then girlfriend now wife and I were lucky enough to travel around British Columbia in Canada.
One of the days we had planned to visit Terrace.
On the way we ended up taking a detour to a local Haisla first nation village of Kitamaat, we drove all the way to the end of the village where a small gravel car park and house converted into souvenir shop stood.
The shop didn't have any lights on and there was no-one around, so thinking someone had mistakenly left the door open we turned to leave, only to hear a hurried set of footsteps coming downstairs.
We were met by a man that later we found out was the local chief (Sammy Robinson) he showed us the jewellery he made, took us to his workshop, introduced us to his family showed us his home (including his pride and joy lazy boy that he watch hockey games in), took us on his boat and gave us some black cod from his freezer he had caught on the lake.
He then took us to something he carved 50 years previous in the clearing of the woods, something he was incredibly proud of that had stood all this time through all the changes this village had seen.
He explained how each section or element represented something individual but when putting them together they became something more, and that if you switched out any of the individual sections for others the overall meaning would change.
We thanked him and went on our way but that day and the Totem pole concept stayed with me the idea that the elements are important but it is how they come together to create the new whole that makes the difference.
That is where the idea for Elements Brand Management came from, brands are formed by many individual elements from visual identity, strategy, positioning, personality, marketing and culture but it is how they are strategically brought together, unified and aligned that makes them thrive, stand out and be remembered.
That trip was one of the most profound experiences I have ever had from the sheer welcoming nature of Sammy, his kindness, generosity and sheer joy for life and creating but also changing the way I built, developed and designed brands.
3 years ago | [YT] | 2
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Elements Brand Management
Here are five design psychology secrets you can steal to create contrast in your brand’s visual identity:
1. Contrast your brand’s competition
Make the most of your audience’s psychology. Bottom-up attention is fast, unconscious and automatic. It’s the thing you need to grab when your audience doesn’t know your brand exists. Think about how your brand might stand out on a shelf or in social feeds. If it blends in with the competition then your brand will fade into obscurity.
2. Use high-contrast brand colours
High-contrast colours make your brand more legible and accessible.
This is especially true for members of your audience who are on the spectrum. Individuals with ASD are hypersensitive to sensory info like colour. Pure black text on white is also hard for those with contrast sensitivity to read.
Aim for a colour contrast of 4.5:1. It helps your brand stand out, while still being accessible for people with ASD or dyslexia.
To check the contrast of your brand’s colours use WebAim’s 'Contrast Checker'.
3. Keep it simple
Complex design overloads and distracts your audience. Creating psychological barriers to liking or trusting your brand.
4. Create whitespace.
Whitespace is a defined space that increases contrast and creates easy to navigate brand design.
5. Use Gestalt Design Psychology
Think about context. How do you use shape, colour and size in your brand’s identity design? Creating contrast between elements creates visual groups and focal points for your brand. Directing your audience’s attention to where it needs to be.
#branding #brandstrategy #design
3 years ago | [YT] | 2
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