4 ways to design brands that customers will love

03. Make it work

"Often, just making something actually work is differentiating. In financial services, and even in mobile, actually doing what you say you will do can be breathtaking! First Direct was the first example of this: you really could speak to your bank at three in the morning."

04. Evoke the right emotions

"Sometimes you want 'wow' to be more surprising or delightful. The Virgin safety videos make you laugh or delight you in other ways, because their brand is about making the functional interesting. For a banking app, you want security, ease of transition, confirmations.

"The point is that design must work within the brand to deliver the values you want, in an appropriate context to the customer. It's always a balance and a call on what levers to pull at what time."

Enter the Brand Impact Awards

If you've created some standout branding in the last 18 months, you're eligible to enter the 2015 Brand Impact Awards, which are designed to reward the best branding across over 20 different market sectors.

Beyond a stunning piece of design work, the judges will be looking for consistency of application across various touchpoints, and work will be judged according to the market sector for which it was designed.

The deadline for entries is 5:30pm 18th June. You can find out more about the Brand Impact Awards here, and enter your work today though the Brand Impact Awards website.