There are lots of good brand designers out there who think that good brand design is about a nice logo. Great brand design, however, is comprehensive, continuous, consistent, and starts at the conception of the product itself. Brand design should involve every aspect of your product. Ideally, your brand design will extend beyond the name, the logo, and the slogan to the product’s packaging, marketing, distribution, even its end-user. And it should do so in a way that is seamless and ongoing. Here are a few, often overlooked aspects of great brand design:

  1. Continuity and consistency are cornerstones of great brand design. There needs to be continuity between the design of the product, the name of the product, and the logo. Audi entered the market after Mercedes was established with its Mercedes three-point star logo, and after BMW was established with its propeller logo, so Audi chose a logo made up of rings. It was reminiscent of the Olympic rings. But more importantly, Audi’s logo was consistent with the rounded design of the car it represented. You also want to be continually on message. If it’s a green product, you don’t want to pollute the stream where your product is manufactured, for example. You want to say, “If our brand design is green, then our product has to be made under strict environmental standards.”
  1. Consider every facet of the end user. Who are they? What’s important to them? How will they see this brand? How will they be impacted by the brand? What is the benefit of this brand to your distributors, to your retailer, to your consumer, to the world? Does your design bolster the benefits to each of them – and address any limitations? What will your audience accept?
  1. How the customer discovers the brand. The method you choose needs to be consistent with your product and with the purpose and message that you want to convey. If you’re going to advertise on TV, you may want to use color, graphics, characterization, or chose scenes that show your product in action or that sell the feeling of owning your product. If you’re going to advertise through signage in the marketplace, space will be limited, so you may want to display a gold medal or an endorsement so it will stand out.
  1. Distribution is a requirement of great brand design. There are great products rotting in warehouses all over America. You can have the greatest brand design in the world, but no one will buy your product if it doesn’t get to the shelf. Make sure you understand how your product will get from production to your end-user. Consider how your product’s appearance, packaging, and labeling will effectively move through each step along the way.

Great brand design is a comprehensive and challenging project that requires much research and thought. If you can make it clear, meaningful, symbolic of your distinctive attribute, as well as straight forward and helpful to the distribution system, you’re on your way to great brand design.

Of course, there’s much more that could be said on this subject. What’s been your experience? Michael Houlihan, co-founder of Barefoot Wine, the largest selling wine brand in the nation, invites you to join the discussion on Brand Design by offering your comments, thoughts, and opinions below.

Who We Are

Michael Houlihan and Bonnie Harvey Barefoot Wine Founders

Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.

Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.

They offer their Guiding Principles for Success (GPS) & Shelf Smarts courses to help consumer product brand builders achieve success. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.

Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular business site at

To make inquiries for keynote speaking, trainings or consulting, please contact