What is Branding?
Branding is an important part of any business. It is your promise to your customers about what they can expect. It includes all of the characteristics, values, and attributes that define your business and is built over time. Your brand should reflect your company’s mission, the benefits and features of your products or services, and the qualities you want your customers and prospects to associate with your company. Your brand differentiates your products or services from your competitors. A good brand delivers your message clearly, confirms your credibility, connects your target customers emotionally, and attracts potential buyers. Your brand supports your marketing activities.
You share your brand with your customers in many ways: in the little things you do, the way you communicate with them, the quality of your products and services, and in the image you project. A key part of your brand is visual communication and all of the literature, both printed and digital, about your business. Consistency in how you present your brand makes a difference. Be true to your brand by creating a logo and accompanying brand guidelines that reflect everything about your brand.
A key part of your brand is visual communication and all of the literature, both printed and digital, about your business.
Is your brand friendly, fun, formal, concerned with protecting the Earth, health conscious? How do you visually communicate this? You can do this through the symbols, typography, colors, and images you choose to represent your brand.
A pre-school center focused on early childhood learning would chose bright primary colors, letters, numbers, and a fun typeface to tell their story about how much their customers’ children will learn at their center. A law firm dealing with wills, trusts, and real estate would want to project trust. They would want a professional look, and might use a more old-fashioned, serif typeface and use neutral colors like black, white, and gray. And a gift shop would want their customers to know that they are a great place to shop for unique gifts. They may opt to use more muted colors and an elegant typeface.
A graphic designer can help you with your logo and visual presence. A good graphic designer will ask lots of questions so that they can design a logo, printed material, and website that truly represents your brand and attracts the type of customers you are looking for.
Author: Annette M. Lange, website and graphic designer at Lange Art & Design