Brand attributes
(flickr tag: brand)
Lately I’ve been thinking a lot about brand attributes. It particularly came up when we were working with a graphic designer to create icons to use in one of our applications. The original set of icons created was good, but it just didn’t feel right to be used as Inxight icons. I couldn’t place my finger on it, but then as I started to talk about it, it occurred to me that they were too “cutesy” to be used in our stuff. I think that’s when I subconsciously first realized that Inxight has a personality. It seems like such an obvious observation now, but for me it was an important one.
Since then, I’ve paid more attention to conversations about branding and have learned more about how to design with particular brand attributes in mind. For instance, the following three images carry some very clear brand attributes that anyone can name. The logos don’t convey these attributes on their own, but the marketing and products of the companies make people associate those attributes with the logos.
These images were shown as an example of branding in a course I took at CHI 2007. Off the top of my head, the words I associate with the three logos above are cheap, reliable, and luxury, in that order. I’m willing to bet that this is close to what most people would say. That is very clear branding.
On the other hand, I wonder what (if anything) our customers think of when they see the following three logos… Maybe eventually I’ll find out. 
No conclusions here yet, but it’s definitely a topic I will continue exploring so we can integrate it into our user experience strategy.
[Updated 5/21/2007]
There is a great article about branding methods on the SAP Design Guild website.
A company’s “brand” is much more than its brand identity – not just a logo or a wordmark, but the verbalized essence and visual embodiment of what the company stands for. As such, a coherent brand strategy makes for a healthy organization. It builds a foundation of reliability and trust that first attracts customers and ultimately leads to more satisfied users. It strengthens the brand, allowing the company to command premium prices for its product. Thus, the company’s long-term organizational profit is increased and shareholder value is maximized. Finally, a coherent brand strategy aids in employee recruitment and retention efforts. A strong brand is a source of pride and motivation for employees, helping the company attract top talent and binding workers to their employer.
