The right logo, consistent colours and a carefully chosen typeface. Yet the brand’s message may still be unclear. Lorem Ipsum Branding is a metaphor for communication that looks professional but lacks substance and personality. The name refers to the placeholder text commonly used in design mockups.
Where lorem ipsum comes from
Lorem ipsum is based on an adapted passage from a philosophical work written by Cicero in 45 BC. The original work, On the Ends of Good and Evil, explores ethics. However, the placeholder version contains altered and rearranged words, so do not expect to find a coherent message in it.
In the 1960s, Letraset popularised it as sample text for graphic layouts. It later entered desktop publishing through Aldus PageMaker.
How it helps when creating business materials
Placeholder text helps assess a design’s appearance before the actual content is ready. In corporate brochures, presentations and website mockups, it shows how much space the text will occupy and how it will look alongside photographs.
It is useful for checking typography and page layout. However, it cannot reveal whether customers will understand the offer. Adding the actual copy later may also require changes to headline lengths and the overall composition. Content should therefore be developed alongside design.
When finished copy is still just filler
Empty communication does not have to be written in Latin. A generic sentence such as “We deliver innovative solutions for your future” can serve the same purpose. It fits the banner, but tells readers nothing about what the company offers or why they should care.
This is precisely what Lorem Ipsum Branding describes. The visual guidelines are followed, but a distinctive message is missing. Swap the logo, and the same material could belong to a competitor.
How to give your communication substance
When reviewing materials, pay as much attention to the message as to the appearance. Four simple steps can help.
- Start with content. Before designing the visuals, decide what the customer should learn.
- Replace generic promises. Instead of promising “outstanding service”, explain what support the customer will receive.
- Check for interchangeability. If a competitor could use the copy unchanged, add details that reflect your own approach or experience.
- Work with real copy. Include at least draft versions of headlines and descriptions in the design.
Personality does not have to mean humour or bold slogans. It can come from clear explanations, expertise and straightforward language.
BrandCloud helps teams share a brand’s visuals and content
BrandCloud lets you organise and share brand materials in one place. Alongside logos and photographs, it is useful to provide tone of voice guidelines and examples of approved communication.
Teams then have reference materials for both design and copywriting. This makes it easier to build on the way the brand explains its offer and speaks to customers.
Visual consistency makes communication recognisable. Distinctive content gives people a reason to pay attention.
