Uniform Branding Principles

Training intellectually curious people means I can use analogies. Like Barcelona’s “superblocks” to explain how to build a brand. As I help 200+ professionals build a major brand for the EU; I need to explain the 4 levels of brand building. To make it "real" - we act as an urban planner redesigning Barcelona. I. BRAND PRINCIPLES: the philosophy behind the brand We start with the brand’s spirit, called “brand principles”.  The philosophy behind the brand, or the city. What should the city/brand become in 10-20 years? For Barcelona, these fundamental concepts are:  [creative and innovative] / [easy to live in] / [diverse] / [respectful of its heritage] Once we have the philosophy, we move to: II. BRAND GUIDELINES: the rules that govern the brand The 2nd layer of brand building are the “brand guidelines”. Lines to guide the brand. They answer the question: What will make the city [creative and innovative] [easy to live in] [diverse] [respectful of its heritage]? Barcelona solves the question: If I’m a pedestrian walking 20-minute, what is my experience? 90% of my time is spent in my district. So it introduced in its plan the “superblocks” or “super manzanas” in Spanish. Taking 9 blocks of building and considering them one single unit. That’s the main rule or guideline. Now, we can move to the 3rd layer. III. BRAND ASSETS: the templates we use for consistency These are the reusable elements that make a brand. In Barcelona, these assets are: a) Cut the car traffic in a grid of nine blocks of buildings. b) make space underground for car parking c) reuse the parking spot to install outdoor furniture for people to sit d) allow restaurants and bars to extend their terraces in the street f) when possible, add green areas, children's parks and trees g) bike lanes and walking paths These are brand assets. They can be reused across all districts. But you’re not limited creatively. Like LEGO bricks - you can recombine them. This is the last layer, the most visible for the public. IV. CAMPAIGN EXECUTIONS: making each campaign unique The choices you make for each district. Where “creativity” happens. You have the LEGO blocks; what do you do with them?  What do you build? How do you make your district different? What if your district has more commerce? A historical monument? A market? RECAP: WHY BRAND BUILDING HAS LAYERS? Even with creative freedom, the city feels the same.   Because assets originate from principles and guidelines, the experience is consistent and repeatable. While still being creative. Using this analogy, I can teach the concept of the four brand-building layers. I. BRAND PRINCIPLES II. BRAND GUIDELINES III. BRAND ASSETS IV. CAMPAIGN EXECUTIONS And show that other industries use similar approaches to communication:  Building blocks to make a long-lasting, consistent brand / experience / city. And I’m glad I support professionals who can make a mental jump between building a brand and building a city. 

25 𝐘𝐞𝐚𝐫𝐬 𝐋𝐚𝐭𝐞𝐫, 𝐓𝐡𝐞𝐬𝐞 10 𝐁𝐫𝐚𝐧𝐝 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞𝐬 𝐒𝐭𝐢𝐥𝐥 𝐇𝐨𝐥𝐝 𝐓𝐫𝐮𝐞 While researching brand-building fundamentals, I revisited an insightful HBR article where @Prof Kevin Lane Keller presents a brand report card outlining the 10 characteristics of the world's strongest brands. What struck me the most ✅ This article dates back to 1999/2000, yet remains incredibly relevant. ✅ Decades of brand success still validate these principles. ✅ Despite this, we often chase new trends instead of mastering the basics. Here are Keller’s 10 timeless brand principles 🔹 Deliver benefits customers truly desire 🔹 Stay relevant 🔹 Price based on perceived value 🔹 Position the brand effectively 🔹 Maintain consistency 🔹 Optimize brand portfolio and hierarchy 🔹 Leverage all marketing touchpoints strategically 🔹 Understand what the brand means to consumers 🔹 Invest in long-term brand-building 🔹 Continuously monitor brand equity These principles have guided some of the world’s most iconic brands—and they’re still the foundation for success today. What do you think?

Ordinary, Apple, Nike, Airbnb, Louis Vuitton what all of these brands have in common? THE MINIMALIST BRANDING The rise of minimalist branding isn't just a trend – it's a fundamental shift in how businesses communicate their essence. From tech giants to local startups, brands are embracing the "less is more" philosophy, and for good reason. Minimalism is about intentional reduction to amplify impact. If you're considering this approach for your brand, here are 5 crucial principles to keep in mind: 1. Purposeful Simplicity: Your brand elements should have clear intent. Every color, shape, and typeface must serve a specific purpose. Ask yourself: "Does this element add value, or is it just noise?" Nike's iconic swoosh embodies this perfectly – one simple shape telling a powerful story. 2. Whitespace is Your Ally Don't fear empty space; embrace it. Whitespace isn't absence – it's breathing room that allows your core message to stand out. It guides the viewer's eye and creates a sense of sophistication. Think of Apple's product pages – the generous use of whitespace makes their products look premium. 3. Typography Matters More Than Ever With fewer elements at play, your font choice becomes crucial. Select a clean, versatile typeface that maintains legibility across platforms. 4. Color Psychology is Amplified When your palette is limited, each color carries more weight. Choose your colors strategically – they need to reflect your brand values and resonate with your audience. Many successful minimalist brands stick to just 1-2 primary colors plus neutrals. 5. Consistency is Non-Negotiable In minimalist branding, inconsistencies stand out like a sore thumb. Develop strict brand guidelines and maintain unwavering consistency across all touchpoints. The beauty of minimalist branding lies in its clarity. When done right, it cuts through the noise and delivers your message with unprecedented impact. #Day85 #100daysoflearningmarketing