Branding and Corporate Identity
What is brand? – The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.
Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.
The identity or ‘image’ of a company is made up of many visual devices:
- A Logo (The symbol of the entire identity & brand)
- Stationery (Letterhead + business card + envelopes, etc.)
- Marketing Collateral (Flyers, brochures, books, websites, etc.)
- Products & Packaging (Products sold and the packaging in which they come in)
- Apparel Design (Tangible clothing items that are worn by employees)
- Signage (Interior & exterior design)
- Messages & Actions (Messages conveyed via indirect or direct modes of communication)
- Other Communication (Audio, smell, touch, etc.)
- Anything visual that represents the business.
All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.
Our company offer a consultancy service that can help grow companies through branding and corporate identity development on the web and offline, so that a brand carries the 'promise' that a product or service has a certain quality or characteristic which make it special or unique.
A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand or corporate identity, serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo design, font and typography structure, colour schemes and symbols which can be used across all marketing materials.
Today, many markets are overpopulated with both large and small companies and overexposed with marketing messages. This has made for a difficult landscape to get a marketing message noticed. And with the rising costs of getting a new product or service ready for the market, it has become even more important to cut through this clutter. The one sure-fire way of doing this is by having a corporate branding strategy.
Powerful corporate branding can equip most any new product or service with instant credibility and value that simply can’t be reproduced with any sort of product-focused marketing campaign. That is why it is vitally important for any serious corporation that wishes its product offerings to be successful to create and protect a strong corporate brand.