[thelist] Branding help

Tom Dell'Aringa pixelmech at yahoo.com
Fri Jun 27 18:38:26 CDT 2003


Hello,

Not sure how many design folks are on this list but I thought I'd
give it a try. I'm contracting doing UI work right now (HTML, CSS and
JavaScript) for a small company. They have a young, totally
inexperienced designer onboard.

The application I am working on is mission-critical to their
business, and they have vastly underestimated the importance of
presenting the brand. So far what this designer has provided is
nothing better than high school/hobbyist work.

I was able to have a conversation with my boss and somewhat convince
him. However, he wants to see some websites that portray a real solid
brand presence and he really wants the importance of the brand laid
out for  him. He's going to give this designer one shot at doing it
right, if he can't do (he won't be able to) then he says he'll get
someone better (read - a real professional.)

So I know X about branding, but I am no expert. What I am hoping for
is:

1. A list of sites to show some real good branding with a short
description. I can probably do most of the description myself. One I
thought of was BP.com. He really wants to see a web application
(which is what they are building) but I don't know if you can find
one on web, so any good examples will do.

2. I really need help with explaining the importance of the brand.
Any links or text on the subject would really be helpful. They have
really, really underestimated/ignored the whole process. 

This application goes live to like 200 stores in 1 month, yet there
is no decided color scheme, logo or theme. Nobody knows what the
brand attributes should even be. So far the sales manager type guy
has made all the branding decisions!

Helllllp!!

Tom

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