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A brand to fall in love with.

Would you ever think to start up a business, without considering branding as part of it? Would it be possible to fall in love with a company without design?

The Brand is a state of feelings. It's not easy to make people love something without heart. Let’s face it. Business is business and nothing else. There’s no way to make someone feel something about a product or service when there's no story behind it. There must be a story telling about your business.

Branding is a storytelling matter and that's why it is a great weapon. Companies need to create a brand, a story that people will react to it. Stories that will make them feel trust and loyalty. That is why branding is essential. Branding makes people perceive your company from an other point of view.

Here is, where design comes and make this happen. It’s impossible to make people cry without a great drama. But it is also impossible to move them to tears without gloomy scenery. It's like Hollywood, where great stories are shown on cinema screens. And don’t forget that deeply everyone like Hollywood stories

People need to use their senses in order to feel. Interaction comes when we really understand something. And visual elements help a lot. When companies create a brand they always have to think about the design. Design is a state of mind. It’s an approach to a problem. It’s the way you represent it in other people mind and most important it’s how you’re going to kick your competitor’s ass.

There’s no way to make someone fall in love without a good reason. That's why design must be good. And it can be love at first sight if it is good. But what really good design is, and what does it include?

Dieter Rams(Braun’s industrial designer) set ten important principles for good design. According to Rams, good design includes:

Innovation, making a product useful, aesthetic, making a product understandable, unobtrusive, honest, long lasting, thorough, environmentally friendly, as little design as possible

Companies need to have in mind that good design is important for their brand. Unfortunately, just like Dieter Rams said: "Today you find few companies that take design seriously, as I see it”. This is the whole truth. If you really want to create a brand that people will fall in love with, you need to tell the truth. And there is no truth without good design.

A good design can transform everything. After all "love doesn't make the world go round. Love is what makes the ride worthwhile" as Franklin P. Jones said. THANK.

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