Branding is about seizing the every opportunity to express why people should choose one brand over another.
Names
The right name is timeless, tireless, easy to say and remember; stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo. A well-chosen name is an essential brand asset, as well as a 24/7 workhouse.
Quality of an effective name
- Meaningful
- Distinctive
- Future-oriented
- Modular
- Protectable
- Positive
- Visual
Types of names
- Founder
- Descriptive
- Metaphor
- Acronym
- Fabricated
- Magic spell
- Combinations of above
Look and feel
Look and feel is the visual language that makes a system proprietary and immediately recognizable. It also express a point of view. This support system of color, imagery, typography, and composition is what makes an entire program cohesive and differentiated.
Look is defined by color, scale proportion, typography, and motion.
Feel is experiential and emotional.