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4 Steps for Defining a Target Audience

Mar 1, 2018
11 min

4 Steps for Defining a Target Audience

Identifying your target audience is a key step in establishing a strong foothold in the marketplace. Branding expert Carolina Rogoll shares her vast knowledge on all-star branding in her online course, Brand Building 101: How to Build, Manage and Market a Brand.The following course excerpt dives into the process of defining a brand’s target audience. Image provided by Shutterstock 4 Steps for Targeting a Brand’s Audience by Carolina Rogoll, from Brand Building 101: How to Bui

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Feb 16, 2015
4 min

10 Brand-Centric Website Designs

Great website design entails more than a uploading a vibrant layout, inserting dynamic features and typing in code. The most effective and admired website designs stem from forward thinking about brand strategy, color theory, copywriting, determining a target audience and devising a social media marketing plan. Website Designs that Beautifully Bolster Brand Recognition: View the great website design examples below, featured in the PRINT Regional Design Awards, that aesthetica

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Jan 26, 2015
4 min

The 6 Phases of Brand Building

“At the heart of branding is the promise that is made by the organization to the audience. The brand promise tells the audiences who you are, what you believe in, and what unique value you provide.” – Dave Holston from Brand Strategy Development, a HOW Design University Online Course Dave Holston, author of The Strategic Designer and an instructor for HOW Design University’s Online Course Brand Strategy Development, perfectly addresses why brand building is so critical for a

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Sep 9, 2014
3 min

Branding Lifestyles: What Does Your Brand Represent?

A brand’s identity is often manifested in the product’s package design, so creating a solid connection between these two elements is undoubtedly a crucial step in any branding or package design process. With the Pro Series: Put Your Best Brand Forward Kit, you’ll discover how to not only develop a successful brand and identity design strategy, but also find out how to apply this strategy to impactful design for packaging and more. Get the Pro Series: Put Your Best Brand Forwa

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Aug 18, 2014
1 min

08/18/2014: Brand Beir logo

Logo updates occasionally approach the random and arbitrary, so it’s nice to an updated logo that hints at its past, but makes all the right upgrades. This is the case in VBAT’s redesign of the Brand Beir logo. The firm keeps the striking, blackletter typeface of the name and nearly discards the rest, resulting in a clean, streamlined logo that stands alone quite well. Take a deeper look at the transition here. Via Brand New. #Amsterdam #brand #green #beer #logo #identity

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Jun 12, 2014
9 min

Brand Strategy Tips from Marcia Hoeck & Ed Roach

Interested in branding? Download HOW’s Ultimate Brand Strategy Guide for free here. Conference presenters Marcia Hoeck and Ed Roach joined us for a live chat at HOW Design Live Online on June 10, sharing their insights on brand strategy. As brand strategy veterans and experts, Marcia and Ed work as a team, teaching and coaching creatives on using branding to bring in new income streams. Three designers joined the chat, picking Marcia and Ed’s brains for advice branding and bu

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Scott Lerman on Building Better Brands

Dec 4, 2013
5 min

Scott Lerman on Building Better Brands

At every juncture in our lives from our births to our deaths we are interacting with a brand; whether it be a major player or a minor one, our world is ruled by brands. The task of branding a company, a product, and even yourself is no mean feat. Making something stand out from the daily humdrum of the constant stream of advertising is a daunting task, but a brand is more than just the logo, that logo has to stand for something! A brand without a message, without a meaning, i

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Image of the Day, June 7 2013

Today's Obsession: Liking What We're Sold

Nov 9, 2010
1 min

Today's Obsession: Liking What We're Sold

From Wired via the PopMatters Marginal Utility blog, here’s an interesting look at brand faith and affection. In an experiment to discern the difference in brain reaction between Mexican and American Coke formulae, it was shown that nobody could tell much of a difference. The Mexican formula is perceived to be a bit sweeter, and is widely sought by Mexican-descended residents in metro areas around the U.S., so it has a bit of a mythology of “the old country” tied to it. The a

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In Praise of Tempur-Pedic's Butt-Crack Upgrade

Jul 11, 2010
1 min

In Praise of Tempur-Pedic's Butt-Crack Upgrade

I’ve always admired Tempur-Pedic — the Kentucky-based manufacturer of high-end mattresses and pillows — for having the guts and the good humor to incorporate a prominent butt crack into the company logo: Now that Tempur-Pedic has redesigned its logo and kept the butt crack — which crack is arguably the most daring and surprising feature of any mainstream company logo in the history of logos — I admire them even more. They’ve still got the guts, it appears. And they’ve still g

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