Why Clearing Snow Is Like Designing A Brand

March 26th, 2013 in Design Branding Design

There’s something about unseasonal snow that maybe makes you look at it a bit differently. We’re well into March here in the UK, and yet we’ve just had an extremely late – and extremely large – dumping of snow across the Midlands and the North. Naturally, that’s hit Image+’s Coventry HQ.

shovel[1]

It’s not just us who have been affected, either: I was walking – skating, really – down the street at the weekend, and spotted a Peter Savage manhole cover peeking through the white stuff. Peter Savage are one of our clients, so spotting their name on a patch of cleared snow led me to thinking: how is branding like clearing snow?

In the same way as getting out the shovel and clearing your driveway, designing a brand involves an awful lot of work: your company might mean many different things to you, and certainly to your entire staff base. How do you go about making a path through all that to a simple, easily recognised brand?

Underneath all that accumulation of ideas, visions and impressions lie the foundation slabs of your business. Devising a brand – whether that means designing a logo, a colour profile, or establishing detailed branding guidelines – is about shovelling away everything you don’t need and unearthing the essentials that you do.

A brand summarises your company and encapsulates its essence: it might promote confidence or trust, project creativity or reliability; it could be bold or subtle, contemporary or traditional. Whatever the core values and virtues of your organisation, your brand has to embody them. A brand unifies a company’s offering, allows customers to connect with you, and offers the most powerful platform you’ll have to make your pitch. Its absolutely key, then, that you do your branding right – if you do a bad job of clearing that driveway, someone’s going to slip up.

At Image+, we’re more than used to chatting with our clients, coming to understand their business, and designing with them a brand that speaks to their customers in just the right voice. Fonts, colours, shapes and slogans can all, when carefully chosen, combine to speak volumes. Your customer might only glance at your logo, or cast their eye over your brochure, but the right branding will tell them an awful lot – and start your sales pitch – before they’ve read, or you’ve spoken, a single word.

Which brings us back to that manhole: with all the snow cleared away, there was Peter Savage’s logo for all to see.