{"id":48588,"date":"2018-07-23T13:52:31","date_gmt":"2018-07-23T10:52:31","guid":{"rendered":"https:\/\/newblog.creatopy.com\/blog\/?p=48588"},"modified":"2023-07-24T14:16:03","modified_gmt":"2023-07-24T11:16:03","slug":"branding-digital-age","status":"publish","type":"post","link":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/branding-digital-age\/","title":{"rendered":"Branding In The Digital Age &#8211; How To Build A Brand In 10 Steps"},"content":{"rendered":"\r\n<p><span style=\"font-weight: 400;\">Hello marketers, business owners, designers, and copywriters (sorry if I missed someone), and welcome to a freshly baked, 10 minute-article that will present a new definition of an old industry: branding.<\/span><\/p>\r\n\r\n\r\n\r\n<p><!--more--><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">But first:<\/span><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>What is a brand? <\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">A brand is a set of concepts and perceptions people have about a company or product. A brand is not the company or product itself, but rather the identity or entity that is perceived by the people.<\/span><\/p>\r\n\r\n\r\n<hr class=\"wp-block-separator\" \/>\r\n\r\n\r\n<p><strong>A brand is made of:<\/strong><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li><span style=\"font-weight: 400;\">A <strong>visual identity<\/strong>: color palette, logo, stamp, label<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">A <strong>verbal identity<\/strong>: name, slogan<\/span><\/li>\r\n<li><strong>Tone of voice<\/strong><\/li>\r\n<li>A <strong>set of values<\/strong> or a philosophy<\/li>\r\n<\/ul>\r\n\r\n\r\n<hr class=\"wp-block-separator\" \/>\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>Branding definition in the digital age: keeping up with the new media<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">60 years after the Mad Men laid the foundations of branding, building a brand has become a process that combines the science of <a href=\"https:\/\/www.hotjar.com\/blog\/market-research\" target=\"_blank\" rel=\"noopener\">market research<\/a>, the insights of psychology, the emotional power of art and the endless possibilities of expression through the new digital technologies. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">We see brands blooming everywhere, thriving on Social Media campaigns and digital influencers endorsement. This is the digital era of branding and things are just starting to warm up. <\/span><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>The most famous example: Google<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">I\u2019d like to start off by talking about one of the 21st-century-star brands: Google. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">America\u2019s <\/span><a href=\"https:\/\/www.inc.com\/yasmin-gagne\/these-are-americas-25-best-loved-brands.html?cid=hmhero\"><span style=\"font-weight: 400;\">most loved brand<\/span><\/a><span style=\"font-weight: 400;\">, Google, (and I believe I wouldn\u2019t be wrong to say Google is the world\u2019s most loved brand) started as a search engine in 1998 and has now become the biggest advertising \u201cagency\u201d (AdWords) on Earth. Actually, Google is so much part of our lives today that we wouldn\u2019t be talking about a digital age at all without Google.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" width=\"881\" height=\"400\" class=\"wp-image-48589\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/googles-new-logo-5078286822539264.3-hp2x.gif\" alt=\"google branding\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Credit: <\/span><a href=\"https:\/\/www.brandestablishment.com\/what-makes-google-a-great-brand\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Brand Establishment<\/span><\/a><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">20 years later and Google has grown into a <\/span><a href=\"https:\/\/about.google\/products\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">digital colossus<\/span><\/a><span style=\"font-weight: 400;\"> with its own mail service <\/span><span style=\"font-weight: 400;\">(Gmail), smartphones (Android operating system), web browser (Chrome), world-wide map (Google Maps and Google Earth), video service (YouTube), analytics, storage space drive (G Drive), online documents, calendars, and dictionaries. We use Google\u2019s products on a daily basis and rely on them to fulfill our daily tasks be that emailing to clients at work or googling a cleaning agency for our house. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Now that\u2019s true brand build, where product innovation intertwines with corporate image. <\/span><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>How to build a strong brand online: 10 steps<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">So, you have an excellent product or service and want to launch it on the market. But before even thinking of distributing it to the stores, your product needs branding. A name, a logo, a unique positioning in its category, and a package. Let\u2019s go through the process of product branding and see what steps we need to follow in order to create a great brand. \u00a0<\/span><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>1.Know your audience<\/b><\/h2>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1200\" height=\"900\" class=\"wp-image-48593\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/audience-1.jpg\" alt=\"branding in the 21st century\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/audience-1.jpg 1200w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/audience-1-150x113.jpg 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/audience-1-600x450.jpg 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/audience-1-768x576.jpg 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/audience-1-1024x768.jpg 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/audience-1-770x578.jpg 770w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">The first step in building a brand identity is knowing your target audience. Really taking the time to research and identify that group of people that will be interested in your product\/service. Then, list down their most important characteristics like age, gender, location, income, education, behavior related to your product and interests. Finally, organize a focus group and extract these people\u2019s core beliefs and feelings related to the needs you intend to meet through your product. <\/span><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li><strong>Grammarly example<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Let\u2019s take <\/span><a href=\"https:\/\/www.grammarly.com\"><span style=\"font-weight: 400;\">Grammarly<\/span><\/a><span style=\"font-weight: 400;\">\u2019s brand strategy. You are surely acquainted with the tool and if you\u2019re not, you should. <\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"730\" height=\"382\" class=\"wp-image-48594\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/grammarly-brand.png\" alt=\"grammarly logo banner\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/grammarly-brand.png 730w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/grammarly-brand-150x78.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/grammarly-brand-600x314.png 600w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">So, today\u2019s <\/span><span style=\"font-weight: 400;\">most popular grammar-checking tool<\/span><span style=\"font-weight: 400;\">, Grammarly started in 2002 as a plagiarism tool for universities in the USA. By 2007, they expanded to 800 universities. In 2010, they improved the product by adding grammar checking and offering educational resources to students. Finally, they realized there were many industries where people wrote on a daily basis and needed help checking on their documents, so they set out to conquer the world. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Co-founder of Grammarly, Max Lytvyn, <\/span><a href=\"https:\/\/www.huffpost.com\/entry\/hows-your-grammarly-mines_b_5602188\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">said<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\r\n\r\n\r\n\r\n<p><i><span style=\"font-weight: 400;\">\u201cWe released our first (Grammarly) product and clearly thought that language-learners and students were our first customers. But then we saw that there were much more diverse users: journalists, salespeople, consultants, government and technical\/medical writers\u2026..It was a magical experience, to see how excited our users were.\u201c<\/span><\/i><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">But, addressing these new segments of people meant they had to improve their products and adapt to their behaviors and needs. So, they came up with a Microsoft Office plugin, Microsoft Outlook plugin, and a free Google Chrome extension. They invented the concept of \u201cfreemium business\u201d model which actually brought them <\/span><a href=\"https:\/\/www.axios.com\/grammarly-adds-110-million-to-help-you-write-better-1513302156-5027e88a-b91b-49a7-99b4-f6b8e909030c.html\"><span style=\"font-weight: 400;\">6.9 million<\/span><\/a><span style=\"font-weight: 400;\"> daily active users. <\/span>Many of <a href=\"https:\/\/launchspace.net\/software-comparison\/best-grammarly-alternatives\/\" target=\"_blank\" rel=\"noopener\">Grammarly&#8217;s competitors<\/a> imitated this approach.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>2. Define your brand values<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Everything starts with an idea, or with a belief. We all have our sets of values and that\u2019s what guides us through life. That\u2019s what makes us different and the world such a wonderfully colorful place. It\u2019s the same with brands. Before releasing a product, a company must first write down its core values and state their mission in the world. Though it may seem rather old-school or idealistic, if we look carefully at the world\u2019s <\/span><a href=\"https:\/\/www.forbes.com\/powerful-brands\/list\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">top brands<\/span><\/a><span style=\"font-weight: 400;\">, we realize they all have a clear mission. They all want to contribute to making the world a better place, behind the profit gains. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Therefore, creating a brand is not possible without a philosophy and a mission.<\/span><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li><strong>Tesla example<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Though I may never be able to buy a <\/span><a href=\"https:\/\/www.tesla.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Tesla<\/span><\/a><span style=\"font-weight: 400;\"> car, I am truly in love with their electric cars, solar technology, and philosophy. <\/span><\/p>\r\n\r\n\r\n\r\n<p><em><span style=\"font-weight: 400;\">\u201cTesla\u2019s mission is to accelerate the world\u2019s transition to sustainable energy.\u201d <\/span><\/em><\/p>\r\n\r\n\r\n\r\n<p><em><span style=\"font-weight: 400;\">Tesla<\/span><\/em><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"784\" height=\"473\" class=\"wp-image-48595\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/tesla-brand-2.png\" alt=\"tesla branding example\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla-brand-2.png 784w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla-brand-2-150x90.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla-brand-2-600x362.png 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla-brand-2-768x463.png 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla-brand-2-770x465.png 770w\" sizes=\"(max-width: 784px) 100vw, 784px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Credit: <\/span><a href=\"https:\/\/evobsession.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Evobssesion<\/span><\/a><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Tesla was founded in 2003 by a group of engineers \u201cwho wanted to prove that people didn\u2019t need to compromise to drive electric \u2013 that electric vehicles can be better, quicker and more fun to drive than gasoline cars.\u201d <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">To create an entire sustainable energy ecosystem, Tesla manufactures a whole set of energy solutions: <\/span><a href=\"https:\/\/www.tesla.com\/powerwall\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Powerwall<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.tesla.com\/commercial\" target=\"_blank\" rel=\"noopener\">Powerpack<\/a>,<\/span><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.tesla.com\/solarroof\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Solar Roof<\/span><\/a><span style=\"font-weight: 400;\">, enabling homeowners, businesses, and utilities to manage renewable energy generation, storage, and consumption. <\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1655\" height=\"968\" class=\"wp-image-48596\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/tesla_solar_roof_.png\" alt=\"Solar city branding example\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla_solar_roof_.png 1655w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla_solar_roof_-150x88.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla_solar_roof_-600x351.png 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla_solar_roof_-768x449.png 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla_solar_roof_-1024x599.png 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/tesla_solar_roof_-770x450.png 770w\" sizes=\"(max-width: 1655px) 100vw, 1655px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Credit: <\/span><a href=\"https:\/\/www.tesla.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Tesla<\/span><\/a><\/p>\r\n\r\n\r\n\r\n<p><em><span style=\"font-weight: 400;\">\u201cWith his Tesla Motors, Space X rockets and Solar City energy company, Musk &#8211; it&#8217;s been said &#8211; doesn&#8217;t have customers, he has followers.\u00a0<\/span><span style=\"font-weight: 400;\">Known as a maverick and creative genius, Musk has successfully branded himself as a globe-trotting entrepreneur who&#8217;s out to save the world by inventing brilliant products and machines that are environmentally friendly. Thus, Musk&#8217;s customers not only admire his creativity and business acumen, but also his ideology. For many of his followers, Tesla automobiles are a seamless extension of the man, himself &#8211; cool looking vehicles that simultaneously combat global warming.\u201d <\/span><a href=\"https:\/\/www.entrepreneur.com\/starting-a-business\/why-your-brand-plan-is-more-important-than-your-business\/309188\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Areva Martin<\/span><\/a><\/em><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>3. Brand positioning &#8211; Find a unique positioning <\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Positioning a brand on a market basically refers to finding a unique idea and smoothly and successfully fitting a brand in an already established market. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">The process involves identifying the opportunities, those gaps of needs that haven&#8217;t been met by other brands, and niches of people that might be interested in your product. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">In order to position a brand, a marketing team must answer these questions:<\/span><\/p>\r\n\r\n\r\n\r\n<ol>\r\n<li><span style=\"font-weight: 400;\">What is the <strong>benefit<\/strong> of the customer? In other words, what is he buying from you? What need do you satisfy with your product?<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">H<\/span><span style=\"font-weight: 400;\">ow is your product\/service <strong>different<\/strong> from your competitors?<\/span><\/li>\r\n<li>What makes your brand <strong>unique<\/strong>? Define your <strong>USP<\/strong> (Unique Selling Proposition).<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">The most successful brands out there have all had extensive research done and a damn complex positioning strategy. Brand development doesn\u2019t just happen. It\u2019s a process.<\/span><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li><strong>Uber example<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">I\u2019d like to tell you a few words about one of the most innovative transportation companies of our days: <\/span><a href=\"https:\/\/www.uber.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Uber<\/span><\/a><span style=\"font-weight: 400;\">. Intended as a low-cost alternative to classic taxi service, Uber revolutionized the world by introducing its famous app to the market in 2009. Actually, Uber is the app. An application so well developed that enables people to order a taxi via the mobile phone and get a car in less than 10 minutes. The service also favors ordinary car owners in need of extra money, to enroll as Uber taxi drivers and offer a ride on their convenient hours. Uber now operates in 633 cities, across North America, Central and South America, Europe, Africa, Middle East, Asia, Australia, and New Zealand. <\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" class=\"wp-image-48598\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/uber.jpg\" alt=\"uber digital branding\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/uber.jpg 1280w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/uber-150x84.jpg 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/uber-600x338.jpg 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/uber-768x432.jpg 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/uber-1024x576.jpg 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/uber-770x433.jpg 770w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">If we look carefully into Uber, we see that it\u2019s actually a software company providing transportation service, connecting people in need of a ride to car owners registered through their mobile app. They do not own the cars, do not cover the technical maintenance and service, and do not pay the drivers\u2019 salaries.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Their innovation lies in their <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2021\/12\/06\/small-business-ideas\" target=\"_blank\" rel=\"noopener\">business idea<\/a> and in their app, which can be downloaded for free for <\/span><a href=\"https:\/\/play.google.com\/store\/apps\/details?id=com.ubercab&amp;referrer=mat_click_id%3Da38b0aebfb0a9235cdf5aeecc4a9fc99-20180720-7336%26utm_campaign%3DInternal%26utm_content%3DInternal%26utm_medium%3DInternal%26utm_source%3DUber.com%26utm_term%3DInternal\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Android<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/apps.apple.com\/us\/app\/uber\/id368677368\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">iOS<\/span><\/a><span style=\"font-weight: 400;\"> devices. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">The soft is so good that: <\/span><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li><span style=\"font-weight: 400;\">It allows people to ask for estimated costs before the ride,<\/span><\/li>\r\n<li>It finds the passenger\u2019s location through a GPS tracking system,<\/li>\r\n<li><span style=\"font-weight: 400;\">It connects the person who requested the ride with the nearest driver,<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">An Uber driver is dispatched to the passenger\u2019s location,<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">The passenger can see the car arriving at the pick-up point on the map and<\/span><\/li>\r\n<li>Can actually track the ride while it happens.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Their positioning could be summed up to \u201cone-tap cheap ride as an alternative to classic taxi service\u201d<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">As for their audience, Uber basically targets anyone living in the big cities (and owning a mobile phone) looking for a quick ride to their destination. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Over time, Uber has improved its application and also developed its range of services: UberX, UberBlack (luxury service), UberKids (taxi service for kids with child-safety seat), UberPets (includes pet transport), and many more. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Although Uber faced resistance and was accused of <\/span><a href=\"https:\/\/nypost.com\/2017\/12\/20\/uber-suffers-blow-as-eus-top-court-rules-its-a-taxi-company\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">unfair competition<\/span><\/a><span style=\"font-weight: 400;\">, due to the lack of authorizations and licenses in some countries, it is still thriving. And chances are, they will further develop the business to fit the markets everywhere. <\/span><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>4. Identity\/Personality<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">The whole idea of branding is to build a recognizable identity that people will grow to love and buy into it. Brand recognition is vital. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Two centuries after the invention of branding, our society has changed from a society of the need to a society of desire. Today our buying choices rely more on acquiring an identity\/image status than on buying specific product attributes. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">People buy iPhones because they don\u2019t want to be looked down on, they want to be part of that cool group of people. We choose Victoria Secrets\u2019 lingerie because we aspire to look like their gorgeous models on the runway. And we wear Nike sports gear because GOATs Roger Federer and Serena Williams endorse it. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Building your brand\u2019s personality is similar to building a fictional character. You need to sit down and list all its characteristics, social status, appearance, temperament, behavior, opinions, likes, and dislikes. Finally, you need to decide what is the mood you want your brand to convey to the people. Does it make people feel happy, serious, or cool? <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Here is one of the most famous brand persona. I\u2019m sure you remember the Mac versus PC ad series, right? <\/span><\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">5.\u00a0<b> Find a name<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Big brands bear great names. Did you notice? <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Well, maybe nobody would have thought Google would become the internet\u2019s number 1 brand, but eventually, they did, and the name clearly differentiates the brand among all others. The name originates from the mathematical term <\/span><a href=\"https:\/\/en.m.wikipedia.org\/wiki\/Google?wprov=sfla1\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">\u201cgoogol\u201d<\/span><\/a><span style=\"font-weight: 400;\"> which means number 1 followed by 100 zeros. This maybe relates to the binary system utilized in digital computers and stands as a metaphor for the wealth of information Google offers with every search query. <\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" class=\"wp-image-48599\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/amazon_logo_.png\" alt=\"amazon logo\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/amazon_logo_.png 500w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/amazon_logo_-150x150.png 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Another web giant, <\/span><a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Amazon<\/span><\/a><span style=\"font-weight: 400;\">, borrowed its name from the great Amazon river (the biggest in the world), after its founder, Jeff Bezos, initially wanted to name the company \u201cCadabra\u201d (from \u201cAbracadabra\u201d) and was advised by his lawyer to drop it as it sounded like \u201ccadaver\u201d.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">So he settled for Amazon for two reasons. First, because he wanted his business to become the largest online shop in the world. And second, because it began with \u201cA\u201d and back then, websites were listed alphabetically. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">There\u2019s no strict recipe for great brand naming. But you can have a look at the world\u2019s big names and find your inspiration in their methods. Depending on your product and target market you can choose an internationally suited name or a local name. If you\u2019re a kids brand, try finding a child-friendly name, if you\u2019ve got a men\u2019s product, go for something more masculine. And so on. You get the point. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Here are a few ways to come up with a name for your brand.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Brand naming strategy examples:<\/span><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li style=\"font-weight: 400;\"><b>Use your name <\/b><span style=\"font-weight: 400;\">(founder\u2019s name): Lay\u2019s, Johnson &amp; Johnson, Cadbury, Sainsbury\u2019s, Ford, Gucci.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Create a character and use its name<\/b><span style=\"font-weight: 400;\">: Milka, Uncle Ben\u2019s, Hello Kitty, Maggi, Mr. Proper.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Use word games, alliterations, or rhymes<\/b><span style=\"font-weight: 400;\">: Dunkin\u2019 Donuts, YouTube, Subway.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Use initials<\/b><span style=\"font-weight: 400;\">: M&amp;Ms, D&amp;G, M&amp;S, H&amp;M, L&amp;M, WB.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Creatively derivative names<\/b><span style=\"font-weight: 400;\">: Nespresso, Tropicana, Pampers, Grammarly. <\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>New words<\/b><span style=\"font-weight: 400;\">: Google, Twitter, Mozilla.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Compound\/Hybrid names<\/b><span style=\"font-weight: 400;\">: Facebook, Swissair, Coca-Cola, iPhone.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Geographic names<\/b>: Emirates Airlines, Royal Jordanian, Pan American.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>6. State your promise: the slogan<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">This is simple. I\u2019m joking. Actually finding a penetrating and memorable slogan could be easy if you\u2019ve already found a unique positioning for your product, have listed all your brand values and assigned the brief to a truly talented copywriter. <\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" class=\"wp-image-48601\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/netflix-slogan-meaning.gif\" alt=\"netflix digital animated banner\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Credit: <\/span><a href=\"https:\/\/julianbevan.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Julian Bevan<\/span><\/a><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Slogans do not float randomly in some copywriter\u2019s head, but instead, they are the creative outburst of a long and methodical process involving real product data and branding strategy directives. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Therefore, we can\u2019t skip the strategy part. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Have a look at these tips to create a great slogan:<\/span><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li style=\"font-weight: 400;\"><b>Make it memorable.<\/b><span style=\"font-weight: 400;\"> Remember \u201cI\u2019m lovin\u2019 it!\u201d? Well, you may not be a McDonald&#8217;s fan but you surely know this is their slogan. <\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Make it penetrating<\/b><span style=\"font-weight: 400;\">. By penetrating I mean emotionally touching. Always think about L\u2019Oreal\u2019s slogan \u201cBecause you\u2019re worth it.\u201d which captures the essence of reward shopping. <\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Keep it short <\/b><span style=\"font-weight: 400;\">and meaningful, ideally: \u201cConnecting people\u201d (Nokia), \u201cThink different\u201d (IBM), \u201cJust do it.\u201d (Nike).<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>State your promise\/benefit<\/b><span style=\"font-weight: 400;\">: \u201cDesigned for driving passion.\u201d (BMW), \u201cFinger licking good.\u201d (KFC).<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><b>Pride yourself with your achievements, quality, status. <\/b><span style=\"font-weight: 400;\">\u201dProbably the best beer in the world.\u201d (Carlsberg), \u201cThe makeup of makeup artists\u201d (Max Factor).<\/span><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>7. The logo<\/b><\/h2>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" class=\"wp-image-48602\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/Apple_gray_logo-e1532357095249.png\" alt=\"Apple digital brand logo\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Credit: <\/span><a href=\"https:\/\/www.apple.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Apple\u00a0<\/span><\/a><\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>What is a logo?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">A logo is a visual symbol a brand uses as part of a strategy to help customers identify its products, recognize its advertising efforts, materials, and actions (events, sponsorships). <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">A logo (together with all the other branding elements) contributes in differentiating a brand from its competitors and positions it as a unique persona. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">At the emotional level, logos have the power to create much more than simple awareness, but also cultivate loyalty and instill trust.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">A logo should contain key information about your product category, benefit, target and geographical coverage. Translating all these into a unique symbol is not easy, but it is possible. Brands all over the world demonstrate their logo contribute so much to their overall success: Apple, Nike, Coca-Cola, Amazon, Samsung, Pringles, Uncle Ben\u2019s, Evian, Starbucks.<\/span><\/p>\r\n\r\n\r\n<hr class=\"wp-block-separator\" \/>\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>What are the elements of a logo?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">A logo is made of:<\/span><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Typography<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Imagery: a symbol or icon<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Colors<\/span><\/li>\r\n<\/ul>\r\n\r\n\r\n<hr class=\"wp-block-separator\" \/>\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>8. The color palette\u00a0<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Together with the logo, the color palette represents the visual part of corporate branding. The color palette is extremely important and it can position a brand in people\u2019s mind as either serious or playful, cheap or premium, modern or outdated. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Choosing the appropriate <\/span><a href=\"https:\/\/newblog.creatopy.com\/blog\/color-combinations-in-display-ads\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">color combinations<\/span><\/a><span style=\"font-weight: 400;\"> for your brand is therefore crucial. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Colors bear meanings and convey messages. For example, red is associated with passion and enthusiasm, and dark blue with sobriety, masculinity, and high skills. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Remember when we talked about brand personality earlier? Well, now what we have to do is put that personality into colors. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">What is your brand personality like? Young, adventurous, smart, open-minded? Then go for some bright and warm colors and tone them down with a cold shade of blue. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Or maybe you\u2019ve got a premium brand targeting the high-class. In this case, you should have a look at a more serious palette. Tones of dark blue, brown and grey maybe. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Here we\u2019ve got Skype\u2019s color palette. If you\u2019ve ever worked in an office and used Skype to communicate with your colleagues, you\u2019ll find the blue below oddly familiar. <\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1183\" height=\"586\" class=\"wp-image-48603\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/skype_color_palette.png\" alt=\"skype colored brand example\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/skype_color_palette.png 1183w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/skype_color_palette-150x74.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/skype_color_palette-600x297.png 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/skype_color_palette-768x380.png 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/skype_color_palette-1024x507.png 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/skype_color_palette-770x381.png 770w\" sizes=\"(max-width: 1183px) 100vw, 1183px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Credit: <\/span><a href=\"https:\/\/download.skype.com\/share\/blogskin\/press\/skype_brandbook.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Skype <\/span><\/a><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>9. Set up a brand manual <\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Schedule a meeting with your agency and establish your brand\u2019s main guidelines. While you may want to decide on the way the packaging looks like and the types of fonts you\u2019ll use in your communication, it is the agency\u2019s role, and the designers\u2019 role to be more precise, to come up with a brand manual. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">This booklet will forever (or until rebranding will you part) determine the coordinates and boundaries within which your brand will communicate. The brand manual consists of a set of rules that will indicate and arbitrate what is good and what is wrong, what is appropriate and what is not appropriate for your brand. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">The purpose of a brand manual is to help everyone working to create marketing materials for a brand to follow specific guidelines so that all communication materials will be coherent, from print ads to TV commercials.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1160\" height=\"772\" class=\"wp-image-48604\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/brand-manuals.jpg\" alt=\"cover of a branding manual \" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/brand-manuals.jpg 1160w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/brand-manuals-150x100.jpg 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/brand-manuals-600x399.jpg 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/brand-manuals-768x511.jpg 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/brand-manuals-1024x681.jpg 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/brand-manuals-770x512.jpg 770w\" sizes=\"(max-width: 1160px) 100vw, 1160px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Credit: <\/span><a href=\"https:\/\/creativemarket.com\/Egotype\/797334-Brand-Manual\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Egotype<\/span><\/a><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Here\u2019s what a brand manual should contain:<\/span><\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li><span style=\"font-weight: 400;\">Information about the <strong>brand<\/strong>: brand history, values, mission.<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Brand <strong>positioning<\/strong>: Unique Selling Proposition<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Target <strong>audience<\/strong><\/span><\/li>\r\n<li><strong>Name, slogan, fonts<\/strong><\/li>\r\n<li><span style=\"font-weight: 400;\"><strong>Logo<\/strong> (logo set up in various contexts), the <strong>color palette<\/strong> for print and digital media.<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\"><strong>Layout templates<\/strong> for print ads, brochures, flyers, badges, letters, emails etc..<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\"><strong>A tone of voice<\/strong> for radio and TV ads, video YouTube\/Facebook ads, and also for the Social media posts, press releases, and corporate emails. <\/span><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>10. User experience <\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">And now, ladies and gents, the less talked about, but the vitally important element of branding: the user\u2019s experience of the brand. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Most marketers and agencies overlook this final step and jump to launching the branded packed product out in stores. But unless we take the time to contemplate the experience we\u2019re offering to our customers, we risk leaving our brand\u2019s fate to chance. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Just think about it. Why do you choose a hair shampoo and not another? What made you buy your car and not another brand or model? How did you decide you want to eat at Pizza Hut and not at McDonald&#8217;s? And why <\/span><a href=\"https:\/\/www.apple.com\/iphone\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">iPhone<\/span><\/a><span style=\"font-weight: 400;\"> and not <\/span><a href=\"https:\/\/www.samsung.com\/in\/smartphones\/all-smartphones\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Samsung<\/span><\/a><span style=\"font-weight: 400;\">?<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Here\u2019s what Apple has to say about their latest <\/span><a href=\"https:\/\/www.apple.com\/iphone\/#design\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">iPhone X<\/span><\/a><span style=\"font-weight: 400;\">\u2019s user experience: <\/span><\/p>\r\n\r\n\r\n\r\n<p><i><span style=\"font-weight: 400;\">\u201c<\/span><\/i><i><span style=\"font-weight: 400;\">How do you create a deeply intelligent device whose enclosure and display are a single, uninterrupted element? That\u2019s the goal we first set for ourselves with the original iPhone. With iPhone X, we\u2019ve achieved it.\u201d<\/span><\/i><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"785\" class=\"wp-image-48605\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2018\/07\/iphone_x.png\" alt=\"iphone X profile image\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/iphone_x.png 900w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/iphone_x-150x131.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/iphone_x-600x523.png 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/iphone_x-768x670.png 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2018\/07\/iphone_x-770x672.png 770w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Credit: Apple<\/span><\/p>\r\n\r\n\r\n\r\n<p><i><span style=\"font-weight: 400;\">\u201cTo create a continuous surface, with nothing to get in the way of your experience, we replaced the Home button with new yet familiar ways to navigate.\u201d \u00a0<\/span><\/i><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Everything about the iPhone is user experience, from the cutting-edge technology, and intuitive navigation to the slim and cool aesthetics. This smartphone was created to be desired. <\/span><\/p>\r\n\r\n\r\n\r\n<p><i><span style=\"font-weight: 400;\">\u201cThe people who buy an iPhone aren\u2019t really buying just another phone, they\u2019re buying the <\/span><\/i><b><i>iPhone experience<\/i><\/b><i><span style=\"font-weight: 400;\">. They\u2019re buying connectivity to all of their friends and family already on iMessage. They\u2019re getting the familiar relationship of trust with Apple that means they\u2019ll have regular software updates and a generous device repair and replacement program should they encounter an issue. Apple\u2019s holistic approach to selling a phone is fundamental to the deep loyalty it enjoys from existing users, and it\u2019s the thing that makes those of us on Android devices look on in envy.\u201d <\/span><\/i><a href=\"https:\/\/www.theverge.com\/2018\/2\/1\/16957594\/iphone-x-apple-quarterly-report-review\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Vlad Savov, The Verge<\/span><\/i><\/a><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>Branding coherence: seamless communication across all media channels<\/b><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Before the development of the internet and Social Media, brands had few media they could use to advertise their products: TV, print, the point of sale and direct marketing. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Luckily, we now live in an effervescent age of technical development which allows us to meet our customers everywhere from their phone to their favorite movie series on Netflix. But there\u2019s a catch. For people to recognize our brand everywhere, our communication materials must be seamlessly derived to fit any platform. This means a website banner should have the same branding elements, layout architecture, and convey the same atmosphere as a TV commercial. Even tiny things like favicons (often forgotten) need branding to signal users which tab belongs to a specific website in a browser\u2019s tab line.<\/span><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>In a nutshell<\/strong><\/h2>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Whether you\u2019re building a brand from scratch or would like to give your brand a new push, these tips will help you to methodically work your way through the process and achieve your goal. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Great branding gives birth to great brands. So, take your time, read a lot, research your industry and competitors and start (re)constructing your brand with these 10 pillars in mind: audience, unique positioning, values, personality, name, slogan, logo, color palette, brand manual, and user experience. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Creating a brand in the digital age is not as easy as it used to be back in the Marlboro Man\u2019s days, but it surely is a challenge worth taking. We might as well come up with a revolutionary idea that will swipe everything to the next era. And with today\u2019s continuous media development we can only be thankful for more ways of advertising our brand. <\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Hope you had fun and above all that you found this article useful! Go out and kick off your product\u2019s branding! <\/span><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Hello marketers, business owners, designers, and copywriters (sorry if I missed someone), and welcome to a freshly baked, 10 minute-article that will present a new definition of an old industry: branding. But first: What is a brand? A brand is a set of concepts and perceptions people have about a<\/p>\n","protected":false},"author":181,"featured_media":48590,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[3999],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/48588"}],"collection":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/users\/181"}],"replies":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/comments?post=48588"}],"version-history":[{"count":14,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/48588\/revisions"}],"predecessor-version":[{"id":82228,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/48588\/revisions\/82228"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/media\/48590"}],"wp:attachment":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/media?parent=48588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/categories?post=48588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/tags?post=48588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}