I do more thinking about brands, mine and my clients’, than I care to admit. As a result, I’m always interested in what others in the design and marketing fields have to say about branding, both as a concept and as a service. Here are a few thoughts generated by bits I’ve read over the past month that I found intriguing.

It’s not about the logo
A logo does not make a brand. While the reverse is also not the case, it is closer to being accurate, as the proper development of brand will build meaning for your logo over time.

On the lowest level, branding is confused with the creation of a logo. This is a perverse – yet surprisingly resilient – falsehood. An icon, monogram, or wordmark is in no way a brand—thinking so is akin to believing that a hood-ornament is a car. Yet, this is where a great number of brand projects start: “Yay! We’ve started our company! Let’s brand it with a logo!”
— Eric Karjaluoto, The most important question in branding

Positive Expression
In a world where people have (and use) more tools than ever with which to share their thoughts with the world, it is more important than ever to choose your words carefully. Your words, your thoughts, and the associated actions exist in a inter-related web that serves as your identity, and by extension, your brand’s identity. Blair Enns’ Seven Words You Can’t Say in Business Development reminds us of the Chinese saying that roughly translated says, “Watch your thoughts, they become your language. Watch your language, it becomes your deeds. Watch your deeds, they become your behavior.”

Expert? Really?
It seems there are far too many brands claiming expertise in their industry with little basis beyond membership. This unfortunate trend exists in the graphic design and marketing industries as much as anywhere else, and may indicate a mindset that allows this philosophy to permeate the work that these firms do for their clients. I’m reminded of another quote from Blair Enns:

“I hate the word ‘branding’ as a claim of expertise. An expert is someone who has a deeper knowledge of the subject than others trading in the area. I wonder if there’s even such thing as a branding expert. There are just too many people in it and very, very few that have meaningful knowledge that others do not. A designer claiming expertise in branding is like a fish claiming expertise in swimming. It’s not expertise; it’s the price of entry.”
— Blair Enns’ Win Without Pitching

Soon after the start of my past career as an environmental educator, I learned the following about teaching, and the approach one takes to the practice.

Nearly a dozen years later, at the start of my career as a graphic designer, I discovered a similar principle holds true for graphic design.

Around that same time, I came upon a bit of self-understanding regarding my work and the topics I was addressing. While the following surely doesn’t apply to all designers, I have found the principle is typically true in my case, and perhaps grows stronger over time.

Putting the back of your business card to work for you

Among those of us whose work includes designing business cards, there is often some debate about the most effective treatment for the back of a card. Many prefer to leave the back blank, or at least leave significant white space – to allow for making personal notations, adding cell numbers on occasion, etc., in which case printing on uncoated stock is also very helpful in in avoiding smeared writing. Others prefer to use the back of the card in some other way, including product or service descriptions, or perhaps an eye-catching design to help the card stand out.

Like most other areas of design, the best decision is really dependent on the specific needs of the client, the means of distribution (i.e. the client’s patterns and habits when handing out their business card), and the specifics of their intended audience.

When re-printing the latest batch of my own business cards (pictured above), I chose to include my mission statement on the back, along with a small illustration. In addition to serving as a sample of my work, the illustration is a nod to my background as an environmental educator whose work included leading birdwatching expeditions. Perhaps it also serves as a loose metaphor for the spirit behind my current work.