The fundamental principles of branding.
The foundational principles behind every brand design decision. This is where Sinh Vũ explains why, before discussing how.
Easy 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 buy. This article explains the mechanism and practical implications for Vietnamese businesses.
PrincipleThe brand voice is consistent, the tone is flexible.
Brand voice is a fixed personality, while tone is how that personality expresses itself depending on the situation. Understanding this difference helps the brand be both consistent and flexible.
PrincipleTwelve brand archetypes
Twelve archetypes from Jungian psychology help brands define a consistent role across all touchpoints, from language to imagery to behavior.
PrincipleAnchor the brand to the occasion and buying needs.
Customers don’t remember you because you are different. They remember you because you show up when they need you. This is the principle of Category Entry Points.
PrincipleDistinctive 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 system of assets that truly resonates with customer memory.
Pain pointSpending 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.
Special 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.
Special 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 image system.
Special topicTypography and brand voice
Text not only conveys meaning; it carries voice. Understanding typography as a brand asset helps you avoid costly and meaningless font changes.
Special topicThree seconds on the shelf: packaging is the forgotten sales channel
At the shelf, customers decide in 3 to 5 seconds without looking at ads. 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 boring repetition. It is the mechanism of accumulating brand assets in customers' minds, according to the scientific logic of the Ehrenberg-Bass Institute.
PrincipleSix facets of brand identity
The logo is just one of six components that make up brand identity. Understand the Kapferer lens and the four Olins vectors to build the right system 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 is distinct from the brand itself.
PrincipleWhat is brand strategy
Brand strategy defines positioning, core values, promises, and target audience, laying the groundwork before any design begins. This article explains the difference from a marketing plan and why strategy must come first.
PrincipleDon’t strive to be different, strive to be recognizable
Buyers choose what is recognizable and memorable, not what is the most different.
PrincipleThe brand is not included in your design file.
The logo is just the smallest visible part of the iceberg. A brand is a perception, behavior, and experience.