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In all the talk about brand in business and marketing today, there is a distinct lack of discussion about one of the most powerful drivers of brand: Design.

Companies need to understand and manage design to achieve maximum brand-building results. From the design of their corporate identity to retail, web, packaging and products, design is the key that ties it all together.

Design is the principal agent in communicating and supporting your brand's attributes. Most companies understand this only as it relates to the corporate logo.

But it goes far beyond that. It is the graphic layout and visual attributes of your website, the design of your retail space or point of purchase displays, your advertising, and (of course) your products and packaging.

Consistency is key. Tying all these disparate elements together with design creates brand harmony. Every two-dimensional and three-dimensional item that your customer comes in contact with should convey a consistent message.

Are you a technology leader, easy to use, young and hip, traditional, etc.? Brand harmony is the result of an integrated design effort that includes designers from many disciplines working on a common visual expression for your brand.

Some Examples

Recently, Sony launched its Clié line of handheld computers running the Palm operating system. The products in the line exhibit a very contemporary design aesthetic. The website dedicated to the line of products also exhibits a very contemporary graphic aesthetic and this is reinforced with similar visual elements in the packaging of the products, down to even the manual and CD that are contained within.

How many companies understand how to ensure the visual communication of their brand at so many levels? Not many.

Take a look at UPS. Recently the company launched a new advertising campaign that leverages the graphic identity of the logo and the design of their trucks and uniforms. The tag line is, “What can brown do for you?”

From the edgy art direction of their TV spots to the graphic layout of their print ads, UPS is taking an integrated approach to their brand by leveraging their core visual attributes.

However, they come up short in one very important area--their website. The company has missed an opportunity to support their advertising effort and further the brand-building potential of such an important customer interaction point.

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ABOUT THE AUTHOR

Greg Hinzmann Mr Hinzmann <ghinzmann@level4design.com> is founder and principal of Level 4 (www.level4design.com), a design strategy firm that helps companies develop and execute design initiatives to build brand, foster innovation and create competitive advantage.