The fundamental principles of branding.
The foundational principles behind every brand design decision. This is where Sinh Vũ explains why, before discussing how.
Brands have sound and movement.
Brand identity goes beyond just logos and colors. Sound, movement, and touch are accumulated assets that can also be wasted like any visual asset.
PrincipleIdentity from favicon to large signage.
A brand identity system must function correctly at all sizes, from a 16×16 px icon to a 3-meter sign. This is the principle for designing flexibly without losing identity.
PrincipleSlogan and positioning: two different things
Many businesses confuse slogans with positioning, crafting catchy phrases that fail to occupy a space in customers' minds. This article clearly distinguishes the two concepts and highlights the practical consequences.
PrincipleClear away superstitions about colors in branding.
Colors do not have universal psychological power. Colors are assets to own and recognize, not charms to boost sales.
PrincipleWhat defines a good logo
Three essential criteria for evaluating a logo: recognizability, flexibility in size, and durability over time. It’s not about 'beauty' or 'what the boss likes'.
PrincipleReading eyes in hierarchy
The human eye does not read in the order you write. Understanding visual hierarchy is essential for delivering the most important message to the right person at the right time.
PrincipleBrand consistency: spirit, not a template.
Brand consistency is not just about using the right colors and fonts everywhere. It is about maintaining the same spirit across all touchpoints, even if the form changes.
PrincipleWhitespace creates a premium feel
White space in design is not empty space. It is a proactive tool to create a premium feel, guide the eye, and build trust.
PrincipleChoosing typography for your brand
A professional guide to selecting a typeface that matches your brand personality, ensuring legibility at all sizes and providing a complete set of Vietnamese diacritics for Vietnamese businesses.
PrincipleMeasuring brand assets by Fame and Uniqueness
Brand assets are not measured by beauty or ugliness, but by two metrics: do customers remember it, and is it uniquely yours? This article explains Romaniuk's measurement framework and how to apply it practically.
PrincipleEasy to think of and easy to buy: the two legs of brand growth.
Byron Sharp points out that big brands succeed not due to absolute loyalty, but because they are thought of first and are easy to purchase. This article explains the mechanism and practical implications for Vietnamese businesses.
PrincipleA consistent brand voice with flexible nuances
Brand voice is a fixed personality, while tone is how that personality expresses itself depending on the situation. Understanding this difference helps the brand remain consistent yet flexible.
PrincipleTwelve brand archetypes
Twelve archetypes from Jungian psychology help brands establish a consistent role across all touchpoints, from language to imagery to behavior.
PrincipleNarrowing the brand to occasions and purchase needs
Customers do not remember you because you are different. They remember you because you show up at the right moment. This is the principle of Category Entry Points.
Principle"Distinctive identity assets: why a logo is not enough"
A logo is just one of many identity assets. This article explains Romaniuk's Fame × Uniqueness framework and how to build a true asset system that sticks in customers' memories.
Pain pointsSpending a lot on advertising but customers don't remember you
The issue is not with the advertising budget. It lies in the fact that you do not have a distinctive identity asset for customers to anchor in their memory.
TopicColor is a brand asset, not psychology
Why 'red increases sales' is a myth, and how businesses should think about brand colors as an asset to accumulate.
TopicFake stock photos and a real image system
Stock photos are convenient but risky: they send the wrong signals about your business before customers read a single word. This article analyzes the trust mechanism and how to build a genuine visual system.
TopicTypography and brand voice
Text not only conveys meaning; it carries tone. Understanding typography as a brand asset helps you avoid costly and meaningless font changes.
TopicThree seconds on the shelf: packaging is the forgotten sales channel
At the shelf, customers decide within 3 to 5 seconds without needing to see advertisements. This article analyzes why packaging is the most important sales channel that most Vietnamese brands have yet to leverage correctly.
PrincipleConsistency is not boring
Consistency is not dull repetition. It is the mechanism for accumulating brand equity in the minds of customers, according to the scientific logic of the Ehrenberg-Bass Institute.
PrincipleSix facets of brand identity
A logo is just one of six facets that make up brand identity. Understand the Kapferer lens and the four vectors of Olins to build the system correctly from the ground up.
PrincipleWhat is brand identity?
Brand identity is not just a logo. This article explains what the visual and verbal system includes, how it differs from a simple logo, and how it differs from the brand itself.
PrincipleWhat is brand strategy?
Brand strategy defines positioning, core values, promises, and target audiences, laying the foundation before any design begins. This article explains the difference from a marketing plan and why strategy must come first.
PrincipleDon’t try to be different, try to be recognizable
Buyers choose what is recognizable and memorable, not necessarily what is the most different.
PrincipleThe brand is not in your design file.
A logo is just the smallest visible part of the iceberg. A brand is perception, behavior, and experience.