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A Look that Commands Respect
You can't keep a promise you never have the chance to make |
 Lately I've heard the phrase "brand promise" quite a lot. Here's what people are saying:
"Your brand is not your logo. Your brand is a promise you make, that you keep over time."
In other words, promise something, deliver, and keep it up over time. That's how a brand identity is born.
This makes a lot of sense, but it also makes my blood boil just a little.
You see, I've made my living helping people create visual brand identities. When the visual piece of the puzzle is pushed to one side, I take it personally. Why?
Because if your materials look amateur, disorganized and unclear, you may never get to make your brand promise. And if no one pays attention long enough to hear your brand promise, you won't have the opportunity to keep that promise over time.
If your "look" commands respect, people will stop, take notice and listen. They'll listen long enough to hear your brand promise.
I can't wait to show you all the tricks I know to help you command respect with your marketing materials. The first one is below.
Thanks for reading. I'm so glad you're here! Talk to you again in a couple of weeks.
 PAMELA WILSONBig Brand System
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Creating Hierarchy
 One way to make your information easier to understand, whether it's on paper or on a screen, is to use visual hierarchy.
What's visual hierarchy? Well, let's imagine we've just walked into the royal court of King Arthur through a side door. Our eyes search the room for the king, the guy in charge. Even though he's across the room, we pick him out quickly: he's the one with the big crown, the flowing red velvet cape and the court members bowing down to him.
Now imagine you're conveying a message on a page, or on a screen. Who's in charge? When your reader scans the page, where should their eyes look first?
If it's your headline, or your offer, place it above and make it larger than anything else on the page. Surround it with white space. Use a brighter color. And make sure everything else on your page "bows down" to the "king" idea.
Pretend someone sneaked in a side door and came upon your page. Will they find the king right away? Make it so!
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What's Bugging You?What's most confusing to you about design and marketing? Send me your question, and I'll cover it in a future issue of the Big Brand System newsletter. Send your question. |
