As an agency, when we begin communicating with our potential clients we often hear them use terms like “brand”, “branding” or even “brand identity”? Although these words have the same context, each word serves a different role that together falls into the same category of a company’s service or product.
We wanted to clear any grey areas you may have with understanding the difference, Let’s dive on in!
What is a Brand?
A brand to put it simply can often be confused for a logo or the identity of your business. It’s important to understand the true meaning of a ‘brand’ as it will dramatically change the way you think when it comes to growing yours.
A brand is an emotional relationship that our consumers feel when looking at things like our logo, our social media content, our printed flyers and so on. A few examples of emotions of how your consumers might feel when taking their first glance of your brand might be: Excited, Confused, Inspired or even educated (just to share a few)
A brand revolves around everything from your consumer’s first initial point of contact with the visuals of your business to how your receptionist communicates with a potential customer or even client on the phone.
What is Branding?
Branding differentiates a business from its competitors. Differentiated businesses attract more customers and earn more revenue by creating brand awareness and loyalty. Often when we are discussing a direction for our client’s identity, although we understand for example you want to include a water droplet or roof in your logo simply to show you are a plumbing or building company, however, this doesn’t always benefit a business at all because every other business logo with obvious and simple-minded thinking only makes you look similar to your competitors and doesn’t allow you to stand out from a crowded industry given you all look the same.
Let’s take a look at the sportswear industry. For example: If we take a look at Nike, not only is its logo one of the world’s most recognised logo marks, it looks entirely different from all it’s industry competitors. Nike, Puma and many other successful sportswear brands don’t have include, shoes, shirts, shorts or any type of sporting gear in the identity because it’s simply not necessary.
The key to Branding, when we’re looking at it from a birds-eye view is consistency. Having your branding flow seamlessly across multiple print, digital and even apparel is what separates great branding from average branding.
What is a Brand Identity?
Your Brand Identity is the designs made with the intent to create the desired brand image.
It’s how your consumers recognise you. Your brand can be more identified by things such as (colours, images, packaging, etc.)
Don’t be mistaken! A brand identity doesn’t just have the sole purpose of making something ‘look cool’
A strong brand identity can improve a brand in many ways:
- Makes selling products easier
- Differentiates your brand from the competition (we touched on this a little bit earlier)
- Connects emotionally with the customer
- Is suitable/workable for web, print, and video in small spaces and on different background palettes.
- Iconic/memorable (You’re smashing this, Nike is iconic! Just kidding we spoke about this earlier too)
Common designs in brand identity can include:
- Color Pallet / Corporate Colors
- Typeface / Fonts
- Visual Language / Your Brands Voice
- Website Template / Visuals
- Product Packaging
- Business Cards
- Email Signature
- Email Newsletter Template
- & Much More!
If you are on the brink of starting a business and looking to have your brand identity designed, hold your horse’s cowboy!
The last thing we’d want you to do is to go and splash money at any graphic designer to whip you up a quick fix.
Before considering working with or hiring a designer, you’ll need to first define your brand image.
Start determining what matters to you as a brand, what emotions you want to influence your potential consumers to feel when they come in contact with your brand in the online or offline space. You need to think about your brand as a whole as we said earlier before about working with a graphic designer or agency. Once you’ve spent the time to develop your brand and reflect on your values and everything else it should be expressed in a design brief which you’ll deliver to the designer/agency working on your brand’s identity.
Brands evoke emotion
Don’t state the obvious, be unique
An Identity isn’t just to ‘look cool’