{"id":25268,"date":"2025-07-04T23:56:10","date_gmt":"2025-07-04T16:56:10","guid":{"rendered":"https:\/\/dps.media\/ho-so-nang-luc-cong-ty-thiet-ke-quang-cao-xay-dung-thuong-hieu-ben-vung\/"},"modified":"2025-07-04T23:56:13","modified_gmt":"2025-07-04T16:56:13","slug":"capability-profile-of-advertising-design-company-building-sustainable-brands","status":"publish","type":"post","link":"https:\/\/dps.media\/en\/capability-profile-of-advertising-design-company-building-sustainable-brands\/","title":{"rendered":"Company profile specializing in advertising design \u2013 Building sustainable brands"},"content":{"rendered":"<?xml encoding=\"utf-8\" ?><p>Building an impressive capability profile is the first step for an advertising design company to assert its position and create a sustainable brand in a volatile market. <strong>In an era of declining trust and fierce competition, customers don\u2019t just choose partners based on reputation \u2013 but also on how businesses tell their stories.<\/strong><\/p><p>I am Hi\u1ec3n \u2013 someone who always believes that, <strong>a strong brand doesn\u2019t simply come from good products or services, but must start with presenting capabilities strategically and honestly.<\/strong> \u2062 H\u1ed3\u200d s\u01a1 \u2063n\u0103ng l\u1ef1c l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3: n\u00f3\u200b cho th\u1ea5y c\u00f4ng ty b\u1ea1n c\u00f3 t\u1ea7m \u2063nh\u00ecn, s\u1ef1 chuy\u00ean nghi\u1ec7p\u200c v\u00e0 kh\u1ea3 n\u0103ng \u0111\u00f3ng g\u00f3p th\u1ef1c s\u1ef1 cho \u0111\u1ed1i t\u00e1c. Theo m\u1ed9t b\u00e1o\u2062 c\u00e1o t\u1eeb Nielsen, 59% doanh nghi\u1ec7p l\u1ef1a \u2062ch\u1ecdn \u0111\u1ed1i t\u00e1c th\u00f4ng qua t\u00e0i li\u1ec7u n\u0103ng l\u1ef1c tr\u1ef1c quan \u200bv\u00e0\u2064 c\u00f3 chi\u1ec1u\u2062 s\u00e2u \u2013 kh\u00f4ng ch\u1ec9 \u0111\u1ec3 \u201cxem \u2063n\u0103ng l\u1ef1c\u201d, m\u00e0 \u0111\u1ec3 \u201chi\u1ec3u v\u0103n h\u00f3a v\u00e0 t\u01b0 duy\u201d.<\/p><p>I myself have witnessed many small creative businesses \u2013 despite outstanding talent \u2013 being overlooked in major project bids due to the lack of a proper capability profile. <strong>The true value of a profile lies not in its length, but in its strategy: how to convey the brand spirit and address the issues customers care about<\/strong>, and demonstrate the ability to solve bottlenecks in modern marketing strategies.<\/p><p>This topic is not only important \u2013 but also urgent. <strong>In the context of AI changing the way consumers interact with brands<\/strong>, advertising design companies are forced to redefine their roles. And that, first of all, starts with re-examining the capability profile: it must not only tell \u201cwho you are\u201d, but also \u201cwhy you matter\u201d.<br><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/07\/nan-113726.jpg\" alt=\"Overview of capability profiles in the advertising design industry\" title=\"\"><\/p><h2 id=\"tong-quan-ve-ho-so-nang-luc-trong-nganh-thiet-ke-quang-cao\">Overview of capability profiles in the advertising design industry<\/h2><h3>Position value and create an impression from the very first glance<\/h3><p>One <strong>capability profile in the advertising design industry<\/strong> is not just a service introduction document \u2013 it is how a brand asserts its position and expresses its creative spirit. From a design perspective, I often liken it to a company\u2019s \u201cvisual ID card\u201d: strong enough for customers to remember, refined enough to build trust.<\/p><p>In fact, according to Jean-No\u00ebl Kapferer\u2019s \u201cBrand Identity Prism\u201d model, the capability profile is an important part in shaping the brand\u2019s image through the element <em>visual communication<\/em>. In the advertising industry, where visual emotions determine 60% of the initial perception, consistency in color, layout, and typography in the profile is vital.<\/p><h3>An indispensable component in a professional capability profile<\/h3><ul>\n<li><strong>Brand introduction:<\/strong> Formation history, mission, and core values expressed through a creative storytelling tone.<\/li>\n<li><strong>Team portrait:<\/strong> Design as a storyteller \u2013 so customers understand who is behind the campaigns.<\/li>\n<li><strong>Typical projects (Case Study):<\/strong> Instead of listing, tell it as a story \u2013 practical examples help convey capabilities convincingly.<\/li>\n<li><strong>Creative process:<\/strong> Making the design process transparent is a way to build trust and encourage dialogue.<\/li>\n<\/ul><h3>A brief description of a successful real-world Case Study<\/h3><table class=\"wp-block-table\">\n<thead>\n<tr>\n<th>Projects<\/th>\n<th>Customers<\/th>\n<th>Challenges<\/th>\n<th>Design solutions<\/th>\n<th>Results achieved<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Rebranding ocha Milk Tea<\/td>\n<td>Ocha Vietnam<\/td>\n<td>Lack of unified identity across all channels<\/td>\n<td>Design a color system, new logo, and a synchronized POSM set<\/td>\n<td>Increase brand recognition by 40% after 3 months of implementation<\/td>\n<\/tr>\n<\/tbody>\n<\/table><p>The above case study is proof of the power of a capability profile when presented correctly: not simply to \u201clook good\u201d \u2013 but to create <strong>strategic impact<\/strong>.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/07\/can-co.jpg\" alt=\"The importance of brand identity in building a company&#039;s image\" title=\"\"><\/p><h2 id=\"tam-quan-trong-cua-bo-nhan-dien-thuong-hieu-trong-xay-dung-hinh-anh-doanh-nghiep\">The importance of brand identity in building a business image<\/h2><h3>Building brand identity is a long-term investment in market trust<\/h3><p>A brand identity system is not just a design system but also the visual manifesto of a business. When customers see the logo, signage, or product packaging, they don\u2019t just see the form \u2014 they sense the personality, quality, and professionalism of that brand. As Prof. Kevin Lane Keller emphasized in his book <em>Strategic Brand Management<\/em>, a strong identity system helps \u201canchor the brand image in the customer's mind longer than any single advertising campaign.\u201d.<\/p><p>Trong qu\u00e1 tr\u00ecnh t\u00f4i t\u1eebng tham gia x\u00e2y d\u1ef1ng l\u1ea1i nh\u1eadn di\u1ec7n cho m\u1ed9t doanh nghi\u1ec7p \u200cng\u00e0nh F&B\u200b t\u1ea1i TP.HCM, ch\u1ec9 trong v\u00f2ng 6 th\u00e1ng sau khi tri\u1ec3n khai l\u1ea1i to\u00e0n b\u1ed9 b\u1ed9\u2062 nh\u1eadn di\u1ec7n (g\u1ed3m logo, m\u00e0u \u2064ch\u1ee7 \u0111\u1ea1o, typography, bao b\u00ec, POSM), doanh thu qu\u00fd 3 c\u1ee7a \u2064h\u1ecd \u0111\u00e3 t\u0103ng \u206334% so v\u1edbi c\u00f9ng k\u1ef3, v\u00e0 s\u1ed1 l\u01b0\u1ee3ng \u0111\u01a1n franchise \u200ct\u0103ng g\u1ea5p \u0111\u00f4i. \u0110\u00f3 l\u00e0 minh ch\u1ee9ng cho vi\u1ec7c \u0111\u1ea7u t\u01b0 \u2063nh\u1eadn\u200c di\u1ec7n kh\u00f4ng t\u1ea1o ra gi\u00e1 \u2062tr\u1ecb t\u1ee9c th\u00ec, nh\u01b0ng l\u1ea1i b\u1ec1n\u2062 v\u1eefng\u200d v\u00e0 \u0111\u1ed9t\u2062 ph\u00e1 khi \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c h\u00f3a h\u1ee3p l\u00fd.<\/p><h3>Brand identity creates consistency at every touchpoint<\/h3><p>Brand consistency \u2014 from business cards, capability profiles to website interface or social media platforms \u2014 is a prerequisite to maintaining a professional and recognizable image. According to research from Lucidpress (2023), companies that maintain consistent brand identity can increase average revenue by up to 23%.<\/p><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Factors<\/th>\n<th>Impact on advertising services<\/th>\n<th>Actual results<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Strong logo<\/strong><\/td>\n<td>Increase brand recall<\/td>\n<td>+65% recognition rate after 3 impressions<\/td>\n<\/tr>\n<tr>\n<td><strong>Consistent color scheme<\/strong><\/td>\n<td>Easy visual identification<\/td>\n<td>+80% first impression based on color<\/td>\n<\/tr>\n<tr>\n<td><strong>Unified communication materials<\/strong><\/td>\n<td>Increase credibility and professionalism<\/td>\n<td>+27% chance of successful B2B cooperation<\/td>\n<\/tr>\n<\/tbody>\n<\/table><p>Designing an identity system does not stop at aesthetics. It is an image ecosystem that requires thorough research on brand positioning, user behavior, and industry specifics. A good identity system is a solid foundation for every successful communication campaign.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/07\/827794.jpg\" alt=\"Creative and personalized design strategies for each client\" title=\"\"><\/p><h2 id=\"chien-luoc-thiet-ke-sang-tao-va-ca-nhan-hoa-cho-tung-khach-hang\">Creative and personalized design strategies for each client<\/h2><h3>Customer-centric design \u2013 personalization from brand identity<\/h3><p>One of the core philosophies in projects at <a class=\"wpil_keyword_link\" href=\"https:\/\/dps.media\/en\/\" title=\"DPS\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"410\">DPS<\/a> is <strong>design is not for the crowd, but for a specific \u201cperson\u201d.<\/strong>.That means we start by delving into the story, vision, and unique personality of each brand \u2013 because <strong>every client is a \u201cseparate galaxy\u201d that needs a suitable design reference system.<\/strong>.<\/p><p>A real-life example is the repositioning strategy for the vegan cosmetics brand <strong>herbliss<\/strong>.\u2063 The client wanted not just to rebuild the logo, but to build emotion and trust with Generation Z. \u2062Instead of choosing the popular organic style, we created an identity system inspired by\u2026 the image of herbal flows under a microscope \u2013 minimalist yet sophisticated, conveying the message of \u201cunderstanding from the roots.\u201d Combined with the use of whimsical fonts \u2013 a gentle touch of creativity to suit a free-spirited and introverted customer base.<\/p><h3>Behavioral survey techniques combined with applied psychology moodboards<\/h3><p>During the implementation process, we combined the method <strong>\u201cBrand Archetype Mapping\u201d<\/strong> based on Carl Jung\u2019s theory, along with documents from the UX research lab at Stanford University, to accurately define the brand\u2019s personality \u2013 from there selecting the color palette, layout ratios, and visual style that better fit the long-term goals.<\/p><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Archetype<\/th>\n<th>Suggested design style<\/th>\n<th>Practical application<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Storyteller<\/td>\n<td>Warm tones, handwritten typography<\/td>\n<td>Traditional Vietnamese travel brand<\/td>\n<\/tr>\n<tr>\n<td>Rebel<\/td>\n<td>Strong contrast, offbeat layout<\/td>\n<td>Streetwear startup<\/td>\n<\/tr>\n<tr>\n<td>Sage<\/td>\n<td>Neutral blue tones, abstract symbols<\/td>\n<td>Branded content in the edtech industry<\/td>\n<\/tr>\n<\/tbody>\n<\/table><p>We do not copy sample templates \u2013 instead, the design process always starts by setting up a negotiation table between <em>the brand\u2019s DNA<\/em> and <em>current market sentiment<\/em>.<\/p><p>Design not only meets tastes, but is the first layer of \u201cempathic memory\u201d that customers perceive. That is why <strong>each of our projects and concepts is a completely personalized, non-repetitive experience<\/strong>. And that is also how DPS continuously creates distinctive marks \u2013 sustainable over time.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/07\/Untitled-1-01-scaled-1.jpg\" alt=\"Project implementation process from idea to effective deployment\" title=\"\"><\/p><h2 id=\"quy-trinh-thuc-hien-du-an-tu-y-tuong-den-trien-khai-hieu-qua\">Project implementation process from idea to effective execution<\/h2><h3>Three key stages: From creative strategy to optimal implementation<\/h3><p>The process of building an effective advertising design project is always approached by us with the mindset <strong>\u201cdesign goes hand in hand with strategy\u201d<\/strong>. From a practical perspective, I find the most successful projects are those where every stage from ideation to implementation closely follows brand needs and consumer behavior \u2014 as emphasized in the publication <em>\u201cDesign \u2063Thinking in Branding\u201d<\/em> by Harvard Business Review.<\/p><p>We implement projects through three distinct stages, each not just a step but a transformation of mindset:<\/p><ul>\n<li><strong>1. Strategy initiation:<\/strong> Gathering data from business goal surveys, customer behavior, and competitors to create a brand identity framework.<\/li>\n<li><strong>2. Creative development:<\/strong> This is the stage where identity is formed \u2014 from moodboard, typography, color palette to motion design. The Visual Territory mapping method is applied to define a unique visual emotional zone.<\/li>\n<li><strong>3. Implementation and application:<\/strong> Designs are transformed into real touchpoints: signage, landing pages, POSM, and social media assets, ensuring consistency throughout the customer journey.<\/li>\n<\/ul><h3>Case study: Revitalizing Let\u2019s Caf\u00e9 brand identity in the Vietnamese market<\/h3><p>Let\u2019s Caf\u00e9, a Taiwanese coffee chain, once faced fragmented branding when entering the Vietnamese market. The identity was not sufficiently adapted to local tastes, resulting in low communication effectiveness. Through a 2-month collaboration with DPS, we redesigned the entire identity system with an \u201curban-friendly\u201d orientation \u2013 both modern and approachable.<\/p><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Category rank<\/th>\n<th>Before repositioning<\/th>\n<th>After the project<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Logo<\/td>\n<td>Monochrome brown, generic typeface<\/td>\n<td>Ki\u1ec3u ch\u1eef curved sans, m\u00e0u latte & mint<\/td>\n<\/tr>\n<tr>\n<td>POSM<\/td>\n<td>Fragmented design, lacking consistency<\/td>\n<td>Templatized, modular by season<\/td>\n<\/tr>\n<tr>\n<td>announcement effectiveness<\/td>\n<td>Campaign CTR below 0.6%<\/td>\n<td>Increased to 1.8%, recognition exceeded 112%<\/td>\n<\/tr>\n<\/tbody>\n<\/table><p>As can be seen, <strong>the core of a strong design portfolio<\/strong> is not only beautiful visuals but also the ability to tell a strategic story through every pixel and every brand touchpoint. That is how we contribute to building a sustainable brand \u2013 not just surviving, but thriving in the public\u2019s mind.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/07\/Pic_05.jpg\" alt=\"Core elements that create a sustainable brand\" title=\"\"><\/p><h2 id=\"nhung-yeu-to-cot-loi-tao-nen-mot-thuong-hieu-ben-vung\">Core elements that create a sustainable brand<\/h2><h3>Core values must be consistent from the inside out<\/h3><p>Unlike instant promotion, <strong>a sustainable brand<\/strong> is a story about the depth of identity. According to Professor David Aaker \u2013 the \u201cfather of brand equity\u201d, consistency in <em>core values<\/em> is the center that shapes how the public perceives a business over the long term. For an advertising design company, every detail \u2013 from color tone, font, to slogan or media imagery \u2013 must reflect the same brand philosophy, not be chaotic or off-standard for each individual campaign.<\/p><p>practical implementation at DPS shows that, when accompanying an organic food business, we not only created a distinctive visual identity with earth-tone palettes and natural curves, but also designed the company profile in a storytelling style, emphasizing the sustainable agriculture journey. Result: customer retention rate increased by 40% after 6 months.<\/p><h3>Brand image management across multiple platforms<\/h3><p>Brand development cannot be separated from the management of image and content across multiple channels. A recent study from Harvard Business Review shows that brands that implement <strong>unified brand presence<\/strong> across all online and offline channels have an average growth rate 1.6 times higher than competitors of the same scale.<\/p><p>At DPS, we often apply a tiered model to build a multi-platform identity system as follows:<\/p><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Category<\/th>\n<th>Image objective<\/th>\n<th>Popular format<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Website & \u200cLanding page<\/td>\n<td>Consistent online brand experience<\/td>\n<td>HTML5, CSS Animation, Video \u2064embed<\/td>\n<\/tr>\n<tr>\n<td>Social \u2062media<\/td>\n<td>Short-term emotional communication<\/td>\n<td>Animation, Reel, Infographic<\/td>\n<\/tr>\n<tr>\n<td>Offline publication<\/td>\n<td>Building trust through physical emotions<\/td>\n<td>Brochure, \u2063business card, packaging<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Authenticity and community engagement are increasingly valued<\/h3><p>Ng\u00e0y nay, ng\u01b0\u1eddi \u200bd\u00f9ng kh\u00f4ng c\u00f2n tin v\u00e0o s\u1ef1 \u201cb\u00f3ng b\u1ea9y\u201d \u200dv\u00f4 ngh\u0129a. \u200bTheo \u2063b\u00e1o c\u00e1o\u200b <em>Edelman Trust \u200cBarometer 2023<\/em>, \u206471% ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu\u2063 h\u01b0\u1edbng trung th\u00e0nh v\u1edbi\u2062 th\u01b0\u01a1ng hi\u1ec7u c\u00f3\u2063 h\u00e0nh \u200b\u0111\u1ed9ng \u201c\u0111\u1ed3ng nh\u1ea5t v\u1edbi tuy\u00ean b\u1ed1\u201d. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng l\u00e0 nh\u1eefng\u200b th\u01b0\u01a1ng hi\u1ec7u <strong>responsible for society \u2013 environment\u2063 \u2013 people<\/strong> through tangible actions, not just flashy slogans.<\/p><ul>\n<li><strong>Storytelling action<\/strong> \u2013 telling the business journey rather than just talking about product benefits.<\/li>\n<li><strong>Build community<\/strong> \u2013 like many brands creating loyal customer groups to co-create content and spread value.<\/li>\n<li><strong>Transparent communication<\/strong> \u2013 clearly state the origin of materials, manufacturer, and inspection process.<\/li>\n<\/ul><p>This is the foundation for customers not only to buy products \u2013 but truly <em>believe in and live by the philosophy<\/em> together with the brand.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/07\/40x588.jpg\" alt=\"Social responsibility and innovation in advertising activities\" title=\"\"><\/p><h2 id=\"trach-nhiem-xa-hoi-va-su-doi-moi-trong-hoat-dong-quang-cao\">Social responsibility and innovation in advertising activities<\/h2><h3>Modern advertising cannot be separated from social responsibility<\/h3><p>On the journey of building a sustainable brand, advertising has gone beyond mere commercial objectives to become a tool reflecting <strong>human values<\/strong> v\u00e0 tr\u00e1ch nhi\u1ec7m \u200cx\u00e3 \u2062h\u1ed9i.\u200c M\u1ed9t s\u1ed1 chi\u1ebfn d\u1ecbch t\u1eebng g\u00e2y ti\u1ebfng vang to\u00e0n c\u1ea7u\u2064 nh\u01b0 \u201cReal Beauty\u201d c\u1ee7a Dove hay \u201cDream Crazy\u201d c\u1ee7a nike kh\u00f4ng\u2063 ch\u1ec9 qu\u1ea3ng b\u00e1 s\u1ea3n\u2062 ph\u1ea9m,\u2062 m\u00e0 c\u00f2n truy\u1ec1n\u2063 \u0111i th\u00f4ng\u200d \u0111i\u1ec7p\u2064 t\u00edch c\u1ef1c \u2062v\u1ec1 \u200ds\u1ef1 \u0111a d\u1ea1ng, l\u00f2ng can \u0111\u1ea3m v\u00e0 s\u1ef1 c\u00f4ng b\u1eb1ng x\u00e3 h\u1ed9i. C\u00e1c\u200c nghi\u00ean \u2062c\u1ee9u t\u1eeb <em>Harvard Business Review<\/em> show that brands integrating ethical elements in advertising tend to establish longer-lasting trust with customers by 43% compared to the opposite group.<\/p><h3>Innovation in design \u2013 When creativity begins with social awareness<\/h3><p>Creativity is no longer an explosion of aimless inspiration, but <strong>the result of deep empathy<\/strong> with the social context. At DPS, we view advertising messages as part of the cultural flow \u2013 if that flow contains waste, design must act as a filter. The connection between design ethics and aesthetic solutions is becoming a new focus. Below is a table illustrating the factors being emphasized to enhance social impact in advertising campaigns:<\/p><table class=\"wp-block-table\">\n<thead>\n<tr>\n<th>Factors<\/th>\n<th>Targets<\/th>\n<th>Practical example<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Inclusivity<\/strong><\/td>\n<td>Khuy\u1ebfn kh\u00edch s\u1ef1 \u0111a d\u1ea1ng & c\u00f4ng b\u1eb1ng<\/td>\n<td>Unilever features people with disabilities in main TVCs<\/td>\n<\/tr>\n<tr>\n<td><strong>Eco-friendly materials<\/strong><\/td>\n<td>reducing carbon footprint in print production<\/td>\n<td>POSM design on recycled paper for Vinamilk<\/td>\n<\/tr>\n<tr>\n<td><strong>Local context<\/strong><\/td>\n<td>Culturally appropriate for each region<\/td>\n<td>OMO's Tet campaign \u201cPeople Remember People\u201d<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Redefining \u201csuccessful campaigns\u201d in the era of sustainability<\/h3><p>With the change in <strong>advertising effectiveness evaluation criteria<\/strong>, the ROI index is now measured not only by conversions or CTR, but also by the level of social resonance. On that basis, I realized that the designer's task is no longer simply to beautify, but to create content capable of <em>sparking social dialogue<\/em>, promoting positive behavior, and most importantly: convincingly demonstrating cultural responsibility.<\/p><ul>\n<li><strong>Spreading effect<\/strong>: the community actively shares the campaign because of the value it brings.<\/li>\n<li><strong>Long-term impact<\/strong>: the brand image is closely associated with positive memories.<\/li>\n<li><strong>Content regeneration capability<\/strong>: the campaign can be reshaped for other CSR activities.<\/li>\n<\/ul><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/07\/dia-05.jpg\" alt=\"Advice on choosing the right design partner to develop your brand\" title=\"\"><\/p><h2 id=\"loi-khuyen-chon-doi-tac-thiet-ke-phu-hop-de-phat-trien-thuong-hieu\">Advice on choosing the right design partner to develop your brand<\/h2><h3>Understand the brand vision before selecting a partner<\/h3><p>Not every design agency is suitable for your long-term orientation. One of the common mistakes is choosing a partner just because of their reputation or low cost, while ignoring the core factor: <strong>the brand's strategic vision needs to be reflected in the design<\/strong>. Based on research from the book <em>\u201cDesigning Brand Identity\u201d c\u1ee7a Alina\u200d Wheeler<\/em>, the harmony between the core values of the business and the agency's creative thinking is the key to creating a clear, consistent brand impression across all display channels.<\/p><h3>Evaluate capabilities through real-world evidence<\/h3><p>Request a capability profile with <strong>specific case studies<\/strong>. This is the most effective way to evaluate the partner's creativity, workflow, and strategic thinking. For example, in a project to redevelop the brand image for a local coffee chain, we used <strong>Gestalt theory of visual perception<\/strong> as the foundation for building a brand identity system \u2013 bringing a 371% increase in revenue just 6 months after implementation.<\/p><table class=\"wp-list-table widefat fixed striped\">\n<thead>\n<tr>\n<th>Evaluation criteria<\/th>\n<th>Suggested check<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Design style<\/strong><\/td>\n<td>So s\u00e1nh v\u1edbi \u0111\u1ecbnh h\u01b0\u1edbng th\u01b0\u01a1ng hi\u1ec7u: hi\u1ec7n \u0111\u1ea1i,c\u1ed5\u200d \u0111i\u1ec3n,t\u1ed1i gi\u1ea3n\u2026<\/td>\n<\/tr>\n<tr>\n<td><strong>Market understanding<\/strong><\/td>\n<td>Check if the partner has worked in a similar industry before?<\/td>\n<\/tr>\n<tr>\n<td><strong>Strategic thinking<\/strong><\/td>\n<td>Does the partner analyze user behavior or just focus on visuals?<\/td>\n<\/tr>\n<tr>\n<td><strong>Multi-channel implementation capability<\/strong><\/td>\n<td>Check if the design is easy to adapt to digital, print, outdoor advertising?<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Seek companionship \u2013 not just a service<\/h3><p>Theo GS. David Aaker \u2013 cha \u200d\u0111\u1ebb c\u1ee7a chi\u1ebfn\u2062 l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n \u0111\u1ea1i, thi\u1ebft \u2064k\u1ebf hi\u1ec7u qu\u1ea3 \u201cph\u1ea3i truy\u1ec1n c\u1ea3m, \u2062c\u00f3 \u2064chi\u1ec1u\u2062 s\u00e2u, v\u00e0 nu\u00f4i d\u01b0\u1ee1ng c\u1ea3m\u2062 x\u00fac th\u01b0\u01a1ng hi\u1ec7u\u2062 m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n theo th\u1eddi gian\u201d.V\u00ec v\u1eady, \u0111i\u1ec1u t\u00f4i \u2063lu\u00f4n khuy\u00ean \u2062kh\u00e1ch h\u00e0ng l\u00e0 n\u00ean\u200b ch\u1ecdn m\u1ed9t \u0111\u1ed1i t\u00e1c\u200b c\u00f3 <strong>long-term companionship capability<\/strong> \u2013 not only producing design products, but also able to consult from a comprehensive perspective such as communication strategy, UX optimization, or brand management on digital platforms.<\/p><h2 id=\"outro\">DPS\u2019s perspective in the matter<\/h2><p>A capability profile is not simply a company introduction, but also a mirror reflecting creative thinking, core values, and the sustainable development strategy of the business in the field of advertising design. When built correctly, the capability profile becomes a powerful communication tool, helping businesses make a strong impression in the eyes of customers and partners.<\/p><p>Investing in a polished, <a href=\"https:\/\/advertising.amazon.com\/vi-vn\/library\/guides\/brand-positioning\" title=\"What is brand positioning? Definition, Importance, Examples ...\" rel=\"nofollow noopener\" target=\"_blank\">consistent and brand-marked capability profile is an important step in the journey to affirm the business's position in the competitive market<\/a>. Businesses should also regularly update the content to accurately reflect current capabilities and future directions.<\/p><p>You can start by referring to successful profile templates, analyzing how they tell their brand story, thereby shaping your own business's style. In addition, don't hesitate to collaborate with design and branding experts to optimize the effectiveness of your profile. This topic also opens up many interesting research directions related to brand strategy, graphic design, consumer psychology, and integrated communications. If you are interested in enhancing your company's professional image, now is the time to act \u2013 starting with your capability profile.<\/p><p>Share your thoughts and stories in the comments section below, or join the discussion with us to further explore new aspects of building a brand through your capability profile.<\/p>\n<style>\r\n.lwrp.link-whisper-related-posts{\r\n            \r\n            margin-top: 40px;\nmargin-bottom: 30px;\r\n        }\r\n        .lwrp .lwrp-title{\r\n            \r\n            \r\n        }.lwrp .lwrp-description{\r\n            \r\n            \r\n\r\n        }\r\n        .lwrp .lwrp-list-container{\r\n        }\r\n        .lwrp .lwrp-list-multi-container{\r\n            display: flex;\r\n        }\r\n        .lwrp .lwrp-list-double{\r\n            width: 48%;\r\n        }\r\n        .lwrp .lwrp-list-triple{\r\n            width: 32%;\r\n        }\r\n        .lwrp .lwrp-list-row-container{\r\n            display: flex;\r\n            justify-content: space-between;\r\n        }\r\n        .lwrp .lwrp-list-row-container .lwrp-list-item{\r\n            width: calc(33% - 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