What is branding?
What branding is vs. what branding is not.
Branding is a significant part of business, but sometimes it gets overlooked with everything else there is to do.
So what actually is branding?
I define it as, the intentional use of elements that allows a brand to take up space in their consumers’ minds.
Google defines it as, the promotion of a particular product or company by means of advertising and distinctive design.
In its simplest form, branding is what distinguishes you from others.
Brand designers work with businesses to do just that. We design the logos, pair the typography, curate the color palette & so much more.
But branding is not just the visual identity.
It’s not just a logo or illustration, it’s also the feeling you aim to give your customers.
It’s how you tell your story & the reputation you wish to uphold.
This is usually done through the brands' copywriting and marketing, even who you decide to partner or collaborate with.
If your brand aims to be more sustainable than everyone else, then you probably wouldn’t collab with She*n.
These decisions are always shaping your brand.
Reading up on the brand archetypes can help with giving your brand a personality that allows your audience to effortlessly connect.
So what are some more physical elements of branding?
Besides the logo suite, font pairings, color palettes, brand patterns, photography style, art direction, etc- branding can also be interior design.
I like to think of my experience in a Dunkin’ vs Starbucks.
Starbucks welcomes you to set up your laptop along with your overpriced latte & never leave. From the shape of the tables to the paint colors, everything is meant to draw you in.
Dunkin’ on the other hand almost makes me feel like I need to grab my coffee & head straight to some construction job.
Two totally different ways to brand a coffee shop, just imagine the countless others.
So why is all this important? What does it actually do for business?
It creates a relationship with your customers & gets them to know, like & trust you.
Consistent branding gets them to know you.
Branding that resonates will get them to like you.
Branding that feels authentic & professional will get them to trust you.
A brand with strong awareness & loyalty is what’s needed to succeed.
There are many elements that go into running a successful business.
Branding is only one of them, but without it, the entire brand falls flat.
Especially in today’s world with so many brands fighting for space on the shelves, all you can do is niche down & stand out.
Thanks for reading!
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