Because every brand name is usable, right? 

This article was originally posted on the Brandisty Blog.

According to Bryce Hanscomb’s article, RVCA is a terrible brand name. However, their recent valuation of $48 million dollars and seemly endless popularity amongst a younger demographic of the action sports community speaks to the contrary.

In Bryce’s article he states that if your brand name is not usable according to natural language or voice recognition software, then you’ve got a bad name.

While usability can be an important factor in choosing a brand name, your brand needs an element that goes much further than just the usability. …

What’s the deal with branding?  

1. A Journalist couldn’t find the correct assets they needed.

Journalists have a tight window to meet a deadline and it’s in your best interest to cooperate with them as much as you can. Making it difficult for them to find a .png of your logo or product image does not help them. In turn, they find whatever works for them [google images] and that isn’t always your best foot forward.

2. You have said this before “We’ve got the Hex value….just match it to the closest Pantone.”

Seriously? You think by looking at the Hex, you’ll be able to pick the correct Pantone value out of thousands of options to chose from? …

And it’s not Casual Friday. 

Next week my team and I are heading to Las Vegas to compete in Tech Cocktail Celebrate, which is a competition for startups to be voted ‘Nation’s Hottest Startup’ by a panel of respected judges. Needless to say, we’re pretty excited.

Since May of this year, Brandisty has been in development working to stop brand pong. Things have been going great and exceedingly fast for development purposes. We’re officially in revenue.

Despite our speed and initial success,the seemingly never ending product development can become laborious and boring.

I wanted to express the importance of boosting team morale by having things too look forward to. Something on the calendar that your team can get excited about.

Assignment → Brand Guide → ???→ Execution. 

Brand guides are often apart of the unsung heroes in the growth of a major company. You don’t frequently hear “Wow, Coca Cola has the best brand guide.”

Yet as anyone in that organization will tell you, the brand is the lifeblood of the company. Its the intangible spirit that every employee embodies and carries with them throughout their day to day tasks. Its the beliefs and goals of the company they work for and reference for their own goals to stay on track. The brand guide is therefore the company bible.

However the brand guide has possessed a missing link for far too long. As we moved into a digital age, you would think the organization of the brand assets would have become stronger and complete, but it has become weak and disjointed. …

It’s really not that bad.  

Its frustrating. It sucks, and more over just plain confusing. Every designer with a portfolio has witnessed their work be picked apart in the corporate hierarchy, only to receive mixed messages and confusion from far too many people [who aren’t even the final decision makers].

Whether you’re a freelance designer or in-house designer, you probably have experience dealing with a client committee. Its when you’re designing a project that has to get approved by numerous people, all with different visions about how the final product should look. …

I’ll give you a hint. It’s a big waste of time and it’s probably happening to you.  

Since businesses have gone digital, most of us have experienced a game of Brand Pong. In fact, most of us don’t even realize we’ve been wasting our time playing such a nonsensical game.

Brand Pong is the process by which you, designer or client, get caught in a post-project, back and forth email thread trying to send each other the correct brand assets (logo versions, font files, or color values). This foolish and unnecessary waste of time has plagued our workflow and hindered productivity.

Through our own experience as a half agency and half product producing team, we have experienced Brand Pong in two different scenarios. …


Andrew Little

Product Manager @TurboTax. Forever learning and improving. Follow me on Twitter @AndrewPLittle

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