BRANDING VS. DESIGN
"Branding and design are inseparable. A brand is not your logo, it's a gut feeling people have about you and your product. You get that feeling from smart design, which creates the experiences people have with the brand. Everything you do creates the brand experience."
VIDEO & PHOTOGRAPHY
LOUD & CLEAR.
Designer. Brander. Art Director. Creative Thinker.
Yep, you could say Ian Barrie's kind of a hybrid.
Over the past 30 years, Ian's worked with big corporations to help build their brands and small businesses that just needed a logo. And in his experience, it all comes down to one thing, the work. Like making something simpler to make it more effective, shaping a brand and giving it a voice, taking a little
idea and making it a monster of an idea.
7 SIMPLE METHODS
Great creative begins with great strategy.
Before work begins, I distill the creative strategy to a single, simple insight.
From there it's all fair game.
The consumer is not an idiot.
People respect brands that give them respect for possessing intelligence. If you're going to interrupt a person's otherwise pleasurable consumption of media, you'd better treat them to something awesome.
Brands are people too.
Brands have personalities. Make people your priority, and you'll get the same in return.
Do what gets talked about.
This is no longer just sound advice, it's a requisite. Fame sells, word of mouth rocks and advice from a trusted friend trumps an ad all day long.
Truth is the most powerful tool in advertising.
People expect advertising to sell them something. What they don't expect is truth. The truth disarms, engages, connects and endears.
When simple ideas are executed brilliantly, people become fans. This is awesomeness, and it's a very real brand differentiator.
Always keep score.
Success isn't success if it cannot be measured in a tangible way. Sales, hits, fans, press mentions. Ian Barrie keeps score.
Ian Barrie's work has been widely published and has received numerous design awards. He'd like to convince anyone wanting to build their brand to be more visionary and embrace design as the most powerful component to distinguish their brand.