What is branding and brand identity?
WHAT IS THE DIFFERENCE BETWEEN BRAND AND BRAND IDENTITY?
The brand is the way someone perceives your business, it is a feeling. It encompasses all the points of contact a company has with the outside world. This could be everything from the way a staff member behaves, the language used, or a website. Identity is part of branding and focuses on how your brand is perceived visually.
WHAT ARE THE MAIN FUNCTIONS OF A BRAND
Navigation – to allow your business to stand out from your competition. To help customers navigate the wide variety of competitors and choose you.
Reinsurance – provide customers with peace of mind that they are making the right decision in choosing your company by communicating the quality of your service or product. Removing trust from the buying process is key to a successful sales process.
Commitment – help customers identify with your company through the use of images and messages. Without compromise, your product or service will only compete on price.
WHAT ARE THE FUNDAMENTAL ELEMENTS OF THE IDENTITY OF A BRAND?
The identity is made up of a series of visual elements that form a system. The strength of the system is in creating a visual language that is easy for a client to understand, making it easier for the company to communicate its message and values.
When designing an identity, it is essential to master all the individual core elements so that you can combine them into a powerful visual language for your business. The success of the brand identity will make or break on the consistency and quality of the elements and how they are used.
APPROACH TO DESIGNING A BRAND
It is important to understand the business and academic reasons for a strong brand and its structure. How many companies and designers make decisions based purely on aesthetic reasons? How many companies make their own brand decisions based on their personal tastes rather than their target market? More than you think, I’d say.
Strong brand design it is the art of creating and combining all the core elements of a brand from scratch. An essential element of the branding process is refocusing the business to enable it to become a brand. A brand should be simple and easy to understand. This allows the creation of a strong brand that provides navigation, peace of mind and participation in the target markets of the clients.