Asher Wen

Strategist, Marketer, Nerd

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Mar 18 2013

Coherence.

I recently agreed to facilitate meetings for the Photography Club in my residential college in University.  At the end of our first session with the artist-in-residence, Samantha Tio, I asked for advice on how to make my photographs look coherent; like they belong to the same narrative.  Her reply was simple: “Use the same equipment”.

This is exactly the same way we achieve a consistent brand image and brand voice.

By using the same design elements such as fonts and colours, different parts of an organization can be tied together to present a unified image to the world.

One immediate example I can think of is that of my University’s branding.  Simple elements such as the corporate colours of blue and orange, together with the corporate font, Frutiger, makes anything instantly recognizable as part of the National University of Singapore.

NUS Open Day 2013
NUS Open Day 2013. Image Credit: NUS.

Take the recent NUS Open Day.  16 faculties and schools with separate visions and missions are tied together with only those elements to form a larger corporate body.  A visitor who goes down for Open Day would not notice anything jarring because various groups are synchronised through the brand elements.

That’s why most branding agencies would propose only one primary font and one secondary font, together with limited brand colours.  This also means that the more unique your brand colours (Tiffany & Co.) and fonts (Saks Fifth Avenue) are, the more you are able to stick out in the minds of your customers.  Of course, these elements would also have to be coherent with your business and the image you want to portray.

If you are tempted to vary your fonts and colours, be it for variety or for catching the attention of your customers, DON’T.  You will be doing your brand more harm than good.

Written by Asher · Categorized: Branding · Tagged: Brand, Branding, Coherence, NUS, NUS Open Day, Open Day, Saks Fifth Avenue, samantha tio, Tiffany, Tiffany & Co.

Nov 23 2012

GO60 – A Spa That You Will Not Expect.

Image Credit: http://www.GO60.sg

GO60 Spa Boutique is a newly opened spa offering services such as facials, slimming therapies and body massages.  It is also Singapore’s very first spa based on an open concept located at the busy Esplanade Xchange. [Read more…]

Written by Asher · Categorized: Branding, Case Studies · Tagged: Brand, Branding, Esplanade Xchange, Facial, GO60, Mary Chia, Massage, Singapore, Spa

Jun 19 2012

Brand vs Product. What gives?

Image courtesy of Fast Co Design

This article I just read from Fast Company calls for a refocus on delivering quality products that consumers want instead of talking so much about the Brand.  The author cites the example of Coke benefitting from shifting its focus back to its products after a long time on brand building. [Read more…]

Written by Asher · Categorized: 101s, Branding · Tagged: Apple, Brand, Branding, Coca Cola, Coke, Creative, Fast Company, FastCo Design, iPod, Pepsi, PepsiCo, product marketing, Wired

Jun 17 2012

Strategy and your brand.

A brand is the outer expression of your company’s proposition, values and strategy.  These, of course, might not be mutually exclusive.  A brand then, becomes a powerful symbol that communicates what your company is about in a petite package.  Conversely, a brand without strong corporate beliefs, direction and commitment behind it becomes nothing but a pretty graphical symbol to consumers and business partners at large. [Read more…]

Written by Asher · Categorized: Strategy · Tagged: Brand, Branding, business, corporate beliefs, Management, Marketing, Strategy

Hi there, I'm Asher.
Passionate about Brands, Marketing, Strategy and letting Data speak for itself.

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