I was recently turned on to the legendary designer Dieter Rams, whose comments below were made three decades ago during a speech to the supervisory board of Braun:

"Good designers must always be avant-gardists, always one step ahead of the times. They should, and must, question everything generally thought to be obvious. They must have an intuition for people’s changing attitudes. For the reality in which they live, for their dreams, their desires, their worries, their needs, their living habits. They must also be able to assess realistically the opportunities and bounds of technology."

It occurred to me that if you replace the word “designers” with “leaders,” Rams’ wisdom would ring especially true in today's chaotic marketplace. So I've decided to appropriate Dieter’s ethos and apply it to designing a “good” brand; one that creates growth in profitability, as well as happy and healthy, holistic relationships. I’ve specifically referenced his “Ten Principles for Good Design” from his book “Weniger, aber besser” (“Less, but better”). I hope I’ve done justice to the spirit of his timeless words.

1. Good brand design is innovative.

Never forget that the brand is the business - realized in the hearts and minds of its audience. People’s experience with the brand should be distinctive, and the value of the brand - its reason for being - should shine through in the design of all communications and during all interactions. Technology will continue to offer new opportunities for innovative solutions, but good brand design is always intentional and focused on the happiness and well-being of its audience. And since resources are by their nature scarce, it does not produce novelty for the sake of novelty.

2. Good brand design makes a product useful.

Brands are purchased, used, adopted and recommended because they deliver unique value; value that improves people’s lives and makes them happier. The most important task of brand design is to optimize the feelings and experiences of customers, while being a responsible member of the community.

3. Good brand design is aesthetic.

Brands do not simply fulfill needs; they actualize wants. The look and feel of a brand - and the feelings that it enlivens - are a strategic and integral part of the customer’s realization of value.

4. Good brand design helps us to understand a product.

“Value” is what creates brand engagement. Good brand design creates curiosity and engages its audience in a meaningful, valuable way. It also conveys the intentions and trustworthiness of the organization behind the brand.

5. Good brand design is unobtrusive.

It should enhance people’s experience, while allowing them to create their own, special meaning. It should be designed to be a catalyst and guide; a meaningful, beneficial and exciting character in their unique, evolving stories.

6. Good brand design is honest (no need to modify this one).

An honestly-designed [brand] must not claim features - more innovative, more efficient, of higher value - it does not have. It must not influence or manipulate buyers and users.

7. Good brand design is durable.

A brand is an expectation of increasing value over time. It must strive to remain relevant as its audience, and the culture, develops and matures. A great brand design takes risks to provoke worthwhile change.

8. Good brand design is consequent to the last detail.

Your audience will not deconstruct the elements of your brand. The designer should ensure thoroughness and accuracy of the brand to create a holistic and accurate representation.

9. Good brand design is concerned with the environment.

A brand is much more than a sign or placebo. It is an integral part of a complex, living ecosystem. It should strive to be a positive agent of the planet, and contribute to the better-being of its community.

10. Good brand design is as little design as possible.

The design should allow for passion, creativity and humanness to blossom in its execution. So keep it pure and keep it simple.

“Less, but better.”