the art and science of influencing perception about a product, service, or organisation.
What is branding?
Branding has such a broad meaning – but really, it is just the marketing of features that distinguishes one business from another. It is what customers identify with, and what they associate with your business.
Branding of your business is essential, to cut through the masses of corporate advertising and grab your targeted customers attention. If it is a new client you are specifically targeting, this provides the opportunity for progression into a lifelong customer, that will generate business well beyond the short term.
All successful businesses have a significant degree of brand awareness – something which has not occurred by chance. Whilst branding does not happen overnight – creating and shaping a brand is non-negotiable and must be executed effectively in order to make an impact, allow you to stand out from the crowd and give your business every opportunity to flourish in the future.
One of the key components of how branding is relatable to graphic design- is that a graphic designer can work with you on all the visual elements of your businesses branding. A logo design, colours, fonts, and features established in the creative design process, is often the first step in branding and one that sets the scene for the development of a strong brand identity.
What are the key elements of branding?
- Mission statement and brand values.Your mission statement and brand values are the foundation for your branding. Consider the mission statement as the brains of your operation – a short, concise statement that defines the present state and purpose of your organisation. Your brand values are the heart of your business – this is what you as a company believes in and stands for.
- Logo. Your logo is the face of your company! Designing your logo is arguably the single, most important branding you will do for your business. During the design process, it is important to consider who you are as a brand and how you want to be perceived by your customers. A graphic designers role is to design a unique logo, which accurately reflects your brand identity and values. The logo design process begins in a conceptual phase – where three entirely different ideas are designed. When various rounds of development are completed, the final design will be chosen and supplied to you in several formats for your use. Selecting an appropriate colour palette which accurately reflects your business, will resonate positively with potential customers.
- Brand guidelines.With the mission and vision statement set as the pillars of your organisation, your brand strategy will encompass everything in between. Brand guidelines are essentially a rule book or instruction manual, used to communicate your brand. Comprised into a tangible document – they will reflect and support your business, differentiate you from competitors and provide you with a template for decision-making and expedite ideas for future marketing campaigns. Your guidelines may also include all the stylistic elements for your branding, including your colour palette and outline any fonts suggested to be used alongside your logo.
- Website. Designing your website is a crucial branding step. Your website is an important avenue used to communicate your brand. Often referred to as your digital real estate – when customers visit, it should be visually engaging, easy to use, and most importantly a reflection of who you are as a brand. Likewise, with your logo – your website will need to reflect your brand guidelines, ensuring the consistency has a flow on effect – which again, reinforces how the customer perceives and remembers your brand!
- Additional assets. Depending on your business or industry – you may also have additional assets and print collateral, such as business cards, packaging, or flyers. It is important that these are somewhat consistent with the brand you have established, as this will reinforce the identity of your brand and how customers associate with your business – you want your customers to engage with your brand. There is no one-size-fits-all approach to branding!
Interested in learning more? Feel free to contact us for a no-obligation chat on how we can help with your branding and other graphic design needs.