Beginners guide to Branding2020-01-22 |
What is meant by Branding?
The term brand or branding is used liberally by various types of people in different environments and contexts, often holding different meanings. In order to understand this it is important to understand what exactly a brand is. The simplest way to sum this up is in terms of a set of connotations that a person or groups of people, connect with a certain company, their product, the service they provide. This can be either good or bad. This can concern either an individual or an organisation.
These associations are most often intentional, having been vigorously promoted through the use of marketing and focus on corporate identity. However this is sometimes out of the companies hands to control. Imagine a negative press review in relation to a new product. It’s safe to say that this could potentially damage the reputation and overall brand of the manufacturer. A negative association will have been placed in people’s minds.
Working to Create a Brand
In order to create a brand for an any given company you will need to remember you are creating their image, and therefore promoting that image with both campaigns and visual images. It is important to remember, when creating and developing a brand, the goal of the proposed brand. You are looking to make the given company unique and instantly recognizable, therefore projecting a preferred image. There are many brands that, over time, have become a household name, identified by purely a simple shape or recognizable colour.
Type of Branding in Design Work
If you find yourself working in branding as a designer you can expect to work in several different types of branding. See the list below.
- Logo design
- Business card design
- Letterhead design
- Writing slogans
- Advertising design
- Typeface design
- Brand Strategy
When working in the design industry it is important to understand brand strategy. This concerns what, where, when, whom and how you intend or plan to communicate and convey your brands message. For example, where you advertise would be an integral aspect of your brand strategy. But don’t forget about distribution channels, as these are also an important part of your brand strategy. Remember it’s vital to not only communicate visually but also verbally as part of your brand strategy.
Why Create Memorable Brands?
It is true that consistent and strategic branding can most definitely result in a strong brand equity, adding additional value to your given company's products and/or services. This enables companies to charge more, and sometimes an even extortionate amount; just for their particular brand. Compare this to what would be charged for other identical, unbranded products and the importance of successful branding will soon sink in.
Furthermore the additional value inherent to brand equity regularly results in the form of supposed quality or emotional attachment by individuals or groups. A good example would be in relation to huge sports brands which associate their products often with star athletes. Therefore hoping that customers will transfer the emotional attachment they have for that athlete to the product.
So remember it not only the product itself which sells, branding is about so much more.