Logos are considered to be the most important component of a branding strategy. A logo provides your business with an image and should convey the message clearly. A simple, good looking logo will often be easier to remember than the name of a product. Make it unique so that it is easier for customers to remember it.  In today’s fast-paced global market it is critical to stand apart from the crowd. If your branding is consistent and easy to recognise then clients are more likely to choose your business again.

A good brand engages the attention of potential clients and connects with them at an emotional level; your company brand is not just a symbol but the picture that comes to mind when they require the service or product you offer. As great as you think your product is, there are thousands out there who are selling the same thing. Branding communicates what you are all about and makes this information meaningful to people; you can’t tell someone about a brand you can’t remember. A strong brand gives your business the advantage of being the first company to enter a person’s mind, and it is very well known that word-of-mouth is the most powerful form of advertising, which makes it critical that your brand creates a positive impact.

Technology allows you to showcase and advertise your business in an easier fashion. People tend to look at your website first for information about you.  Brand identity is created for an online world. Your website is the primary application and any brand must succeed as a dynamic web destination. Your website, your social media and your customer relationships are all part of your branding – the way your clients perceive you.  The most profitable companies in the world all have one thing in common – they have built a strong brand.

Brands are living things, they communicate and form relationships. How is your brand seen in the world and how does it communicate? Your concepts, ideas, messages and themes need to be included.  In a world where everyone wants to stand out, style is power. Style elevates you and sets you apart. It commands attention and respect. A Brand is not a product or a promise or a feeling; it is the sum of all the experiences you have with a company. A good brand helps people find what they need in you.

It is important to note that a good brand does not just “happen” – it is a well thought out and strategic plan.  Many new businesses neglect to spend the necessary time thinking about their brand and the impact it has on their business. It’s important to spend time researching, defining and building your brand. It is the foundation of your business and one you cannot be without. If  you create a strong brand that is easily accessible and memorable you will reap the rewards as your business grows and expands.

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However, paper has been in circulation for hundreds of years. From the shabby tomes that have been found across time to the leather bound novels that we can buy today in stores, paper still serves an incredible purpose to man.

But when did paper become the style it was today? When did it move away from being shaven wood or tea-stained scribbling’s sent via an eagle?

There has been a widespread, international standardization for paper for many years now. However, beforehand the world had a huge variety of different standardizations which made the easy transport and delivery of paper in different countries very difficult indeed.

The current standard, the ISO standard, compromises of you’re A, B and C classes. The paper size of course affects what you will be doing – A4 makes up your general writing paper or letterhead, whereas A1 is the largest and can be used for designing placards or used as a basis for a large plan.

The constant changing and arguing between nations about what standard to use eventually led to the creation of the ISO standard. The first advantages of having a standardized paper use was noticed in 1786 by Georg Christoph Lichtenberg. Lichtenberg, sending a letter to Johann Beckmann, created formats which made up the modern-day A2, A3, B3, B4 and B5 paper sizes. However, they were forgotten as the French Revolution was underway and many parts of French culture were lost or destroyed.

The main reason the standard was used for the ease of which is could be scaled – an A1 sheet can be folded down many times to make up a huge pamphlet or brochure. A5 sheets can be folded down to make a small letter, for example. The idea is that when folded in half, the size of paper will then reflect the size below i.e. an A1 sheet folded in half will represent an A2 sheet.

There are/were variations of the paper standard in countries like Sweden and Germany. The German standard known as DIN 476 made up the original A & B sizes, but it also had larger formats the largest of which was 4A0, which was four times the size of an A0 page. The Swedish, in contrast, added a D,E,F and G standard to the original A,B, C format.

However, both countries will use the ISO format as it is the natural standard. Even though so many messages are sent electronically today, the practicality and refinement of a paper document cannot really be matched and it adds an almost finalized feel to things. Without standards, however, we may have moved away from paper many years ago.

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