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. This chapter deals the essential visual design elements for a successful brand. Using our content transformation services, we will evaluate it to see that it is not outdated and irrelevant.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.
Since the book was written from a design perspective, this topic is important and should be determined after the foundational brand elements are completed first. New content will be added as necessary 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 5 of the original text:
The design elements of branding, such as colors, fonts, and imagery, are essential in reaching and resonating with a target audience. Different markets respond to specific visual cues that align with their emotions, preferences, and expectations. For example, a book about gardening may use earthy greens and golds to evoke nature. A book about fast food strategically incorporates red and yellow, colors commonly associated with the industry, to stimulate appetite and grab attention. These choices are not random; they are intentional decisions that enhance the product’s appeal to the right audience.
Typography and imagery further refine the brand’s message. A business book will often feature clean, professional fonts. A teen-focused book may use bold, playful lettering that feels more youthful and energetic. Similarly, imagery must align with the intended audience’s interests. A guide for female entrepreneurs may incorporate softer, feminine design elements. A memoir targeting men may utilize strong, muted tones that convey trust and nostalgia. Each element contributes to shaping perception, making it clear that effective branding is not just about aesthetics but about understanding and strategically engaging the right audience.
Summary of the corresponding repurposed text:
Design plays a fundamental role in branding by shaping how audiences perceive and connect with a product or service. Elements like color, typography, and imagery influence a brand’s ability to attract the right customers. Color psychology, for instance, evokes emotions and associations that impact purchasing decisions. Green represents nature and wellness. Pink conveys femininity. Red and yellow stimulate appetite and urgency. And blue signals trust and professionalism. Brands such as Whole Foods, McDonald’s, and LinkedIn strategically use these colors to align with their brand identity and appeal to their target demographics. Similarly, typography sets the tone. Playful fonts work for youth-oriented brands like LEGO, while sleek, sans-serif fonts convey modern professionalism, as seen in Apple’s branding.
Imagery further reinforces a brand’s identity, whether through nature-themed photography for organic products, minimalist visuals for tech brands, or bold graphics for high-energy industries like sportswear. Book covers serve as a prime example of how these elements work together to target specific audiences. Business books often use structured layouts, professional fonts, and blue or gold tones to communicate trust and success. Books for female entrepreneurs incorporate soft yet strong design elements. Teen books, on the other hand, feature bold fonts and vibrant imagery to capture youthful energy. Understanding and strategically implementing these design principles ensures that branding resonates with the intended audience, reinforcing recognition, trust, and engagement.
Observations:
In this chapter, the concepts concerning design elements really haven’t evolved much over the last couple of decades. Granted, target audience preferences do change over time but things like color psychology and font psychology still hold true. You notice in the repurposed content a subtle change. The appropriate foundational work on the brand, that has been done, is inferred. It now is reflected in the choices of the visual design elements.
Final Thoughts:
The importance of doing the foundation, non-visual work on the brand cannot be overstated. If you don’t there will be no direction for the visual elements to follow. The possibility of brand confusion increases which then undermines the effectiveness of the brand.