Top Gear teases its new season, starting in March
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The right branding and logo design can make or break a company. Here’s a 10-point checklist to help you shape your brand-building process.
01. Empower them
Empower your client so they can develop a clear understanding of exactly what they want from the process. Then you can tailor your response accordingly.
02. Measure it
Collect quantitative data before you embark on a project. You can then compare this with data collected after launch in order to measure the effectiveness of your work.
03. Research it
A rebrand is pointless unless it’s formed from thorough market insight. Try to fully understand customer behaviour, unhealthy both inside and adjacent to your category.
04. Time it
Markets change quickly, stomach so act on research swiftly to avoid missing out. Having a clear timeline and project plan will ensure you don’t spend too long planning.
05. Make it clear
Create a future-proof icon by distilling the marque to a bare minimum. This helps clarify what’s on offer and readies the branding for use on merchandise, drugs sponsorship and social media.
06. Make it flexible
Build flexibility into the architecture to allow for easy brand extension. This improves recognition across lines, and lowers the cost of subsequent design work for the client.
07. Make it original
Avoid conforming to type. Achieve segment cut-through by creating something that looks different from other products or services in the same area.
08. Tell a story
Craft stories that get to the heart of the business’ USP, tapping into the company’s heritage to create a rallying point for consumers.
09. Make it emotional
Think like a lifestyle brand. Give customers a reason to spend more on products or services by creating an attractive brand world based on emotion and inspiration.
10. Mix it up
Speak about different elements of the brand story at different touchpoints. This will help you avoid stale and repetitive messaging and maximise impact.
This article was originally featured in Computer Arts issue 262; buy it here.
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(credit: BBC)
Bored now that The Grand Tour‘s first season is done? In need of some arty, nurse slow-motion shots of tires being converted into smoke? Hang in there, because the BBC’s Top Gear is almost back. Last season ended in some ignominy. Ratings were awful, and Chris Evans took responsibility and duly fell on his sword. But there was plenty to like about the show in the post-Clarkson era, particularly Chris Harris and Rory Reid. Top Gear must have listened to the Internet, because it’s giving the pair much more to do this season, alongside Matt LeBlanc.
Season 24 features the usual array of supercars: the Bugatti Chiron, Ford GT, and Ferrari FXX K, to name but three. And we can look forward to road trips through Kazakhstan, Cuba, and Nevada, among others.
Obviously the Stig will be back, and we’re particularly looking forward to an episode involving Sabine Schmidt trying to overtake a million pounds’ worth ($1,250,000) of supercars on the Nürburgring armed with nothing more than a Volkswagen Golf GTI and Reid in the passenger seat counting.
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