January 15, 2020Comments are off for this post.

How to brand the customer experience


We’re moving away from conspicuous consumption. Less buying things and instead more buying access to things. Many people don’t want a car, they simply want to go places. The role of brand is no longer about logos and labels, or quality of product. Instead, it is the meaningful role you play in somebody’s life—it is the experience of the interaction between consumers and brand.

Designing brand experiences

For those doing it well, the rewards speak for themselves. LEGO’s experience combines the ingredients of creativity and entertainment with a warm welcome, to build the reality that everyone knows today. And Lynk & Co, the ‘un-car’ experience for people who actively dislike cars, combines rule-breaking and fun to become not only distinctive and different, but the fastest-selling car of all time.

Designed by FITCH

Even brands as unique as Apple shift their experience to match the times. In 2013 it changed its game: Tim Cook cracked China, former Burberry CEO Angela Ahrendts took over the stores, the product suite got a complete upgrade and it became a watch company. Underlying all this was a shift away from being a community hub towards a renewal of its creative credentials. Data shows that consumers started to expect something different from Apple. No longer just a friendly gathering place, it was becoming a way for creative people to explore their options.

Apple AirPod Pro Launch, Tokyo

Many major brands talk about “customer experience”, but it is difficult to codify or monitor different types of experiences, and to fully understand if they meet customer expectations. Brands need to consider and interrogate experience in the same way they design products and services, ensuring they fulfill customers’ fundamental needs.

And so brands need Experience Themes—a way to configure the physical, human and digital elements to fit real people, with ready-made instructions on how to construct everything from their social media presence, to the place where a customer buys, to the goodbye ‘ritual’ they receive on the way out, to the final joy that it did what they wanted it to do.

How to brand the customer experience - FITCH’s experience take-outs:

1. Synchronize with real human needs

We see recognize four fundamental human needs: comfort, belonging, independence and progress. All brand experiences should ladder back to these needs and thereby create deep relationships with customers.

2. Don’t just guess, use the data

Datasets can reveal what consumers believe and what they want. For example, BrandZ’s global consumer data can help us to understand what 650,000 consumers expect from 23,000 brands globally across 257 categories. This provides insight into how people see you and your competitors, revealing the challenges and opportunities for your brand. Of course, as we’ve seen elsewhere, small data can also help you uncover killer insights.

3. Build your signature

The unique way your brand goes to market is your signature, in all its physical, human and digital touchpoints. Your brand experience must be imbued with your signature, just the same as a retail store, website, event or any customer communication.

January 15, 2020Comments are off for this post.

10 Brand Benefits

Niche or mass, premium or budget – all brands are all created with the objective of nurturing relationships with their desired audiences. In a world where infinite brands vie for audience attention and loyalty every second, re-establishing or introducing a new brand is one of the most challenging endeavours of modern day business and heavily reliant on strategic creative brilliance and excellence.

GoDaddy Rebrand

1. Company or Brand Awareness / recognition

When you reposition or start a business, you want your customers to recognize you instantly, standing out and away from the competition whether by colour, type or via images is one thing which makes it more likely to identify your brand in a sea of others that are surrounding it. Why? Because it’s eye-catching or familiar.

2. Brand Credibility

When you have a strong brand, you can render your competitors irrelevant in your industry. Yes, it won’t happen overnight.

But, if you implement the best branding plan that fits your company vision, you will smoke your competitors in no time. Your plan should focus on how your products or services will improve your customer’s life.

3.Customer Loyalty and trust

Embracing a brand vision and by creating strong branding, you separate yourself from competitors by having your own story and values. Your brand will nuture authenticity bridging the gap between your company and your customer. This bridge develops customer loyalty and trust.

When customers trusts a brand, they recommend it to their family and friends becoming brand ambassadors.

4. Targeting Your Ideal Customer

Having gone throu the branding processyour would have had a customer in mind. Strong brand images and messaging will help you target your ideal customer telling them why you are the solution to their needs.

Strong branding works hand in hand with your marketing strategy to attract the right consumer. Your ideal consumer will understand your brand and pay chose your products or services no matter what the price. As said before - they are your brand ambassadors recommending you to their loved ones. 

6. Communicates your Vision and Story

Your branding tell your story and communicates your values. Why did you start your business? How is your business different ?

Implementing a strong branding campaign, establishes your authenticity and telling your story may grab the attention of your potential customer if your values align. 

7. Attracts Talent

When you have great branding, people notice. A good brand attracts not only customers but talent whether employees or people who wish to associate with you or to be a part of what your business is doing. Thus explanding your brand awareness.

8. Consistency

Once your business has its branding in place—a vision, marketing, colors, typography, print, website, etc.—it can begin to modeling the rest of its marketing collateral after it. When there are brand guidelines in place, it creates a common platform to breed consistency and keep a uniform vision to your peers as well as your customer base, therefore reinforcing your brand and values to them.

9. Increase Brand Equity

Your brand is one of the tangible assets that determines your company value or brand equity. Having strong brand recognition will increase your company value which in turn makes it attractive to investors and other companies alike.

10. Establish Your Brand as an Authority

Solving a problem and providing value always enhances your brand. When you are the go to brand in your market, you become an authority in your industry. Your branding and constistency is what communicates your postion to your audience.

Focusing on developing strong branding and communications by providing value to your customers will always endear you to them. Always remember What are your customers everyday problems?and does your product or service solve their problem?

These are some of the Benefits of Branding, cost will always be a factor but it should not be the guiding factor. Why you need a strong brand is key and appealing to your target audience.

January 7, 2020Comments are off for this post.

10 Famous Logo Designers

One perk of working as a logo designer is the opportunity it affords for your creations to go down in history as helping play a role in the success of some of the largest companies in the world. In this article, we’ll take a look at ten famous logo designers who were able to do just that as well as the iconic creations that have earned them their fame.

Ruth Kedar

Not many logo designers are able to boast that their creation is seen by billions of people every single day, multiple times a day. Of course, Ruth Kedar is no ordinary logo designer, and the logo she created for the tech behemoth Google is no ordinary logo.

Ruth Kedar was born in Brazil, earned a degree in architecture in Israel, and earned a Master’s in graphic design from Stanford University. It is her work on the iconic Google logo, though – a logo that the company continue to use to this day – that has forever etched Kedar’s place in design history.

Paul Rand

The list of famous logos that designer Paul Rand has created certainly ranks as one of the most impressive that you will find. Known as one of the founders of the Swiss style of graphic design, Paul Rand is the man behind world-famous logos such as the IBM logo, the UPS logo, the ABC logo, the Yale University Press logo, and many more.

In 1972, Rand was inducted into the New York art directors club hall of fame after teaching design at Yale University for the majority of his life. Rand passed away in November of 1996, but his contributions to the design world will certainly live on. Logo branding is definitely one of his strong attributes.

Lindon Leader

Few designers in history have made better use of white space than Lindon Leader. While Leader may not be as well known as some of the other so-called superstar designers, he certainly deserves all the recognition in the world for his work.

Lindon Leader’s most famous creation by far is the logo he designed for FedEx, which incorporates a perfect arrow pointing forward in the white space between the “E” and “X”. It’s a logo that has won numerous awards and consistently ranks as one of the top ten logo designs.

Carolyn Davidson

There are only a handful of companies in the world that are known more by their logo than they are the company name itself, and Nike is one of them. The designer behind the world-famous Nike swoosh is Carolyn Davidson.

Davidson actually designed the Nike logo in 1971 while she was still a student at Portland State University. Afterwards, she went on to continue working with Nike until 1983 and retired from her design career in 2000.

Rob Janoff

No list of iconic logos is complete without mentioning the Apple logo, and Rob Janoff is the designer behind it. In one interview, Janoff described how the iconic bite out of the apple logo was meant to signify a “byte” of information as well as convey the idea that Apple products are as tempting as the apple in the Garden of Eden.

In addition to designing Apple’s logo, Janoff has also done design work for IBM and Intel. However, it will most likely be his work on the ionic Apple logo that will always be his biggest claim to fame.

Erik Nitsche

In 1955, designer Erik Nitsche was handed an incredibly difficult task. At the time, defense contractor General Dynamics wanted to change their brand image from a company that created weapons of war to a company that created technology that helped move humanity forward. Nitsche was tasked with creating a series of logos and posters to accomplish this task.

In spite of the fact that much of what General Dynamics was working on was top-secret at the time, Nitsche was still able to perfectly convey the company’s new approach using a series of brilliantly designed, abstract creations. His designs would go on to help represent General Dynamics at the “Atoms for Peace” conference and forever shift the General Dynamics brand image.

At the time Walter Landor was working as a designer, there was a shift taking place in marketing. The days of store clerks recommending products to consumers were coming to an end, and Landor recognized the growing importance that great logo designs would have for helping set products apart from the competition.

His designs were warm and inviting at a time when most logos were designed using the cooler, Swiss-modernism style. Today, Landor is best-known for his work on the Levi’s and Alitalia logos, through countless other companies have benefited from the warm, inviting style he helped popularize.

Saul Bass

Saul Bass is considered by many to be the most accomplished graphic designer in history. Known for minimal yet meaningful designs, Bass is the designer behind the AT&T logo, the Bell logo, the Kleenex logo, the Girl Scouts logo and many more.

In fact, the average lifespan of the logos that Bass created is an astounding 34 years, and a great many of his logos are still used today. At a time when companies often change their logo every few years, this is an impressive statement to the power and effectiveness of Bass’s designs.

Alan Fletcher

Alan Fletcher was a British graphic designer that used elements of both European and American style to create a design style that was all his own. Over the course of his career, Fletcher used that unique style to create some of the most stunning logos in the world.

Today, Fletcher is best known for his work on the Reuters logo and the V&A Museum logo – both of which incorporate flawless typography into a design that is simple, eye-catching, and meaningful. In 2001, Fletcher published a book titled The Art of Looking Sideways, which should be required reading for any new graphic designer.

Paula Scher

Paula Scher has been described as the “master conjurer of the instantly familiar”, working to create logos that stand on their own as immediately recognizable works of art. Her unique style combines elements of both pop culture and fine art in order to create designs that manage to be both meaningful to the current generation and timeless all at once.

Today, Scher is best known for the iconic logos she created for Tiffany & Co. and Citibank, though she has also worked with numerous other companies to help them create impactful, recognizable designs.  Scher was named to the Art Directors Club Hall of Fame in 1998, and she received the Chrysler Award for Innovation in Design in 2000.

December 25, 2019Comments are off for this post.

Merry Christmas 2019


Christmas is a season not only of rejoicing but of reflection.

Mike Rock creates authentic, culturally relevant brand identities and communications that drive positive customer experiences and create genuine emotional connections.

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© Mike Rock Branding
Design • UI/UX • Social Media

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© All rights reserved. Mike Rock Branding • Design • ui • ux • Social Media 

© All rights reserved. Mike Rock
Branding • Design • ui • ux • Social Media