{"id":1031,"date":"2011-07-21T18:30:47","date_gmt":"2011-07-21T18:30:47","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=1031"},"modified":"2016-11-16T03:19:44","modified_gmt":"2016-11-16T03:19:44","slug":"defining-brand-style-when-words-arent-enough","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/defining-brand-style-when-words-arent-enough\/","title":{"rendered":"Defining Brand Style: When Words Aren\u2019t Enough"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1036\" src=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1.jpg\" alt=\"words-not-enough1\" width=\"423\" height=\"284\" srcset=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1.jpg 423w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1-300x201.jpg 300w\" sizes=\"auto, (max-width: 423px) 100vw, 423px\" \/><\/p>\n<p>Lots of designers have been there: you show the 3 design concepts outlined in your agreement only to hear your client say, \u201cThat isn\u2019t what I wanted at all.\u201d<\/p>\n<p>At Imagemme, we know communication is the key to success.\u00a0 But certain adjectives are subjective.\u00a0 What one person thinks is a \u201cclean\u201d or \u201celegant\u201d design might be \u201cbusy\u201d and \u201cpedestrian\u201d to another.<\/p>\n<p>When going through the design process, requesting that your clients show you examples of work they consider idealistic is paramount.\u00a0 Whether it\u2019s a specific artist, \u00a0competitive brand or \u00a0clothing line, you will be able to discern an aesthetic sensibility from what they show you.\u00a0 Then you need to drill down to specific areas: Are they responding to color, form, typography or something else?\u00a0 Isolate each element of design until you identify what propels your client\u2019s response.<\/p>\n<p>When in discussion with your client, make sure you <strong>clearly<\/strong> understand the following factors:<\/p>\n<ul>\n<li>Competitive environment<\/li>\n<li>Customer demographics\/psychographics<\/li>\n<li>Brand personality\/Brand story<\/li>\n<\/ul>\n<p>With a comprehensive knowledge of these factors and how they apply to your client, you\u2019ll be able to understand how the client sees their brand, where it lives in the market, how this product will be used, and exactly who the end user is.<\/p>\n<p>We guide our clients through the Attribute Spectrum\u2014and it <strong>the most significant<\/strong> and successful branding activity we institute. \u00a0\u00a0We create a list of 12 or more \u00a0adjectives paired with antonyms (i.e.<em> formal<\/em> vs.<em> casual<\/em>; <em>expensive <\/em>vs. <em>economical<\/em>) and ask our clients to rank their brand within the attribute spectrum.\u00a0 Their next task is to assign images to these attributes and then place competitive brands within the same spectrum.\u00a0 This allows us to distinguish where they think their brand belongs in relation to others in a visual and verbal sense.\u00a0 By linking the adjectives they use to describe their brands with the images they associate with these adjectives, we establish a jumping off point for design. Moving forward, we generate mood boards to ensure we are all on the same page\u2014identifying with the same styles.\u00a0 Though these extra steps may seem laborious, they make for a more seamless design process and ultimately, a better work product.\u00a0 Let\u2019s face it, when it comes to design<em>: <\/em>words just aren\u2019t enough.<\/p>\n<p><em>Amina AlTai is the Marketing Director for the Imagemme New York City office.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lots of designers have been there: you show the 3 design concepts outlined in your agreement only to hear your client say, \u201cThat isn\u2019t what I wanted at all.\u201d At&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1036,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[36],"tags":[],"class_list":["post-1031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-package-design"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1.jpg",423,284,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1-150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1-300x201.jpg",300,201,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1.jpg",423,284,false],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1.jpg",423,284,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1.jpg",423,284,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2011\/07\/words-not-enough1.jpg",423,284,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":20,"uagb_excerpt":"Lots of designers have been there: you show the 3 design concepts outlined in your agreement only to hear your client say, \u201cThat isn\u2019t what I wanted at all.\u201d At...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1031","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=1031"}],"version-history":[{"count":3,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1031\/revisions"}],"predecessor-version":[{"id":1037,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1031\/revisions\/1037"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/1036"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=1031"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=1031"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=1031"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}