The Branded for Success book was written in 2007 by my wife and 2 of our colleagues. It’s purpose was to highlight my wife’s graphic design talent that could be leveraged for a business to get a successful brand. It has allowed the three authors to gain authority as branding experts since they are published authors on the subject.
Understanding of branding has grown and evolved over the last 18 years. The principles in this book are still applicable but some updating is necessary. The chapter we look at this time deals with brand personality and how visual design can affect it. Using our content transformation services, we will evaluate it to see that it is not outdated and irrelevant. This is our opportunity to update and supplement with necessary content that may have been missed when it was originally offered.
To have an appropriate brand personality, there is a process to develop it before a brand should approach the visual aspects. New content will be added addressing this before we prepared for it’s new delivery. Since the repurposed content will be used for premium access content, I will provide summaries of the original text and the repurposed text. Also, when we are finished, the chapter divisions may not be the same, since this will not be repurposed into another printed book.
Summary of chapter 3 of the original text:
A strong graphic identity begins with understanding your target audience. Your brand’s colors, typography, and imagery should align with their expectations and emotions, creating an immediate connection. A well-designed brand is instantly recognizable, with a distinct logo, a carefully chosen color palette, and typography that reinforces its personality. Companies like Apple and Coca-Cola achieve this by maintaining a consistent and memorable visual presence. Your brand should also communicate its value through design—whether through a well-crafted tagline, meaningful symbols, or high-quality graphics that enhance credibility and trust.
Authenticity is key to building a brand that resonates. Whether representing a personal brand or a company, your visuals should reflect your core values and personality. Consumers connect with brands that feel real, fostering loyalty and trust. Consistency across all platforms, from websites to social media and packaging, further strengthens recognition. A brand should be flexible and adaptable, allowing it to evolve while maintaining its core identity.
Emotional branding plays a crucial role in audience perception. Colors, typography, and imagery should evoke emotions that align with your brand message. Blue conveys trust, red creates excitement, and green symbolizes growth. A well-crafted brand identity is more than aesthetics. It is a strategic investment that builds credibility, attracts the right audience, and ensures long-term success.
Summary of the corresponding repurposed text:
A strong graphic identity begins with understanding your target audience. Identifying your ideal customers and aligning your brand’s visuals—such as colors, typography, and imagery—with their expectations ensures an immediate and meaningful connection. A well-designed brand should also be distinct and instantly recognizable that reinforces its personality. These elements work together to establish a cohesive and impactful brand presence.
Beyond aesthetics, your brand’s visuals should communicate its unique value. Slogans, icons, and high-quality graphics help convey what sets your brand apart, reinforcing its credibility and appeal. Authenticity is equally important—branding should reflect your values, tone, and personality to foster trust and connection with your audience. Consumers resonate with brands that feel genuine, which is why maintaining consistency across all platforms strengthens recognition and builds long-term relationships.
A successful brand identity must also be scalable and adaptable. As businesses grow and evolve, their branding should remain flexible while retaining its core elements to ensure continuity and recognition. Emotional branding plays a crucial role in audience perception, as colors, typography, and imagery can evoke emotions that align with your brand message. A well-crafted brand identity is a long-term investment that enhances credibility, builds loyalty, and ensures a professional, memorable presence in the market.
Observations:
In both summaries from our content transformation services, you see the adjustment of placing Brand Personality before addressing visual aspects of the brand. When the content is reorganized, there will need to be more adjustments, especially addressing the visual aspects. Brand personality comes first so the conversation about visual aspects will not be in contrast of it but anticipation toward it.
Final Thoughts:
When repurposing content and rewriting it with updates, be cognizant of the possible reordering of the content. The word order needs to make sense and not seem awkward when the audience sees or hears it. It is not professional if you reference something that was never address because the content was reordered. It will confuse the audience and you will lose confidence in your authority. Our content transformation services can transform your content to be relevant and consistent. Your repurposed content will produce a benefit for your audience today and reflect professionalism for you.