Brand, branding, brand identity are terms used so interchangeably that it is easy to confuse them although they all fall into the same group of things, they are distinctly different elements which work together.
First, let us establish a clear definition of these elements.
- Brand
- Branding
- Brand Identity
- Logo
The Brand
The overall perception of your company, including all associations, ideas, thoughts and feelings that come to mind at the mention of your company. Many people will use the words 'brand' and 'company' interchangeably. The brand is the image and reputation of the company, developed both intentionally and unintentionally.
A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is. - Scott Cook
While many design elements form a prominent part of branding, branding extends into the way a company conducts itself, what and who they associate with, the tone of their content. Your brand basically tells the world, in various ways: “This is who we are and this is what we are about!”
Branding
The steps you take to develop the intended brand for your company. Branding is the conscious process of developing the desired brand for a company. All of the actions and design choices made with the conscious intention of establishing a brand are a part of branding.
Brand Identity
The collection of distinct brand visual and non-visual elements that together create the intended brand image. It is the imagery that comes to be associated with the brand.
Through thorough and effective branding, we create brand identity. A brand identity is the distinct visual aesthetic associated with the company. Just as a celebrity will have their trademark style and image, so too will a company carefully select their visual elements to express their brand identity.All elements of brand identity need to be consistent throughout. Brand logo, the colour palette of all visual material, typography and even voice should reflect the desired identity and larger brand.
Logo
The official graphic symbol chosen to represent your brand.
A Logo is not simply a graphic symbol that represents the brand and company. A logo is an identifier. It is a two dimensional representation of everything the company stands for. The logo may include the name of the company within it or next to it, or work on its own. There are times when a logo is established enough to work without the company name. Think if the Nike Swoosh or the Edgars Red Square. It is the chosen visual symbol that will represent the brand and that people will grow to associate with the brand.
Branding beyond the logo
The most common and well-known form of branding is to place a logo on merchandise, staff uniforms and to event memorabilia associated with the brand. While this is the simplest, obvious and most effective ways of branding, remember that branding goes far beyond the logo.
Branding includes:
- Visual design elements such as typography, photography, graphic design, overall aesthetic choice
- Tone and Style of written and audio-visual material representing or advertising the company
- Content carefully selected to reflect the values and modus operandi of the company
- Company relationships, including associations, partnerships, sponsorships
Take Control of Your Branding with an experienced brand advisor
Whether you like it or not, your company does have a brand that your customers will associate with your company. It can also establish trust between you and your customers.You might as well have control over it from the get-go before the brand forms its own public reputation.Creating the brand you want occurs over time. It will pay to start learning more about the elements of the brand, brand identity and branding today to develop that solid brand you need! Getting expert help in these matters is something well worth investing in. Branding Lab is a creative studio offering extensive branding strategy as well as effective brand systems, web and graphic solutions.We, at Branding Lab, understand that having a strong brand identity will set you apart from the rest of the competition and so we strive to create tailored branding solutions, tailored to your needs. Email Branding Lab today and let us discuss how we can take your branding to a completely new level.
