Tag Archives for " brand design "

1 Is the term “inspiring bank” an oxymoron?

It’s interesting, where people find inspiration. For some business owners, it’s the pages of Forbes or biographies of big-name entrepreneurs. For Monet, it was the garden. For me it’s the bookstore, the ski slopes, or the trails.

old-bankThe bank is definitely not on my list.

Banks are not known for their inspiring environments or groundbreaking business practices. In fact, the entire banking industry has a huge cloud hanging over its head, every since the mortgage banking debacle of 2009.

The most exciting thing to ever happen at my bank was the emancipation of the counter pens… They were released from their chains and replaced with crappy logo pens that are now free to take home with just a purchase of a $10,000 15-year Certificate of Deposit.

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3 When Branding outpaces the Brand. And vice versa.

First of all, let me address the common confusion around the two “B” words in this article’s headline. The verb “branding” is often mistakenly associated with logo design. You’ll hear someone say, “Oh, we’re going through a complete re-branding exercise right now,” which in reality is nothing more than a refresh of the logo.

Branding is much more than that. Branding refers to everything that’s done inside the company — and outside — that influences the perception of the brand. If you redesign the product, that’s branding. If you engineer a new manufacturing process that gets the product to market faster, that’s branding. Choosing the right team of people, the right location, the right distributors, the right sponsorships… it all has an impact on your brand.

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