Branding and design go beyond just giving a visually appealing look to your business. Good branding is rooted in strategy, and translated into a thoughtful brand identity. To fully understand their importance, let’s start with some the basic terminology.
Branding is the art of influencing the way people see and perceive your company. With branding, you create a particular image of your brand. That image isn’t tangible but it does impact your business in many ways. Without branding, your company is just a product or service without feeling, emotion or a story. People are drawn to stories and emotions more than just products, and branding enables you to turn your company into a brand with a soul.
Brand strategy is a plan that outlines how a brand will position itself within the market. It’s an important part of the creative process where you define things like your core values, target audience, brand personality, tone of voice and more. Brand strategy is the part where you dive deep into the brand to discover it’s unique positioning. Your brand strategy is the foundation for everything you do within your business.
A brand identity is your brand strategy translated into design. It’s the visual part of your branding. A brand identity is a collection of all visual elements of a brand, such as your logos, colors, typography, patterns, icons, photography style etc. Your brand identity should radiate your core values and core message, while at the same time attract your target audience.
Now that you have a clearer understanding of branding, brand strategy and brand identity, let’s get into how branding and design make an impact on your business. With solid branding:
With a clear understanding of your brand and its unique personality, you will set yourself apart from the competition. Your brand is one-of-a-kind: there’s simply no other brand like yours.
You have a deep understanding of your target audience, their interests, and what they value. By using the perfect tone of voice and visual style for your brand, you create a strong connection with them and make sure your brand resonates with their needs and preferences. This allows you to connect with them on a deeper level and build a strong, loyal relationship with them.
Having a well-defined brand strategy and a consistent brand identity can give you the confidence to market your brand effectively and share your message with the world. Your brand strategy provides a roadmap for your marketing efforts and a cohesive look and feel helps to establish your brand's visual language. With these elements in place, you can proudly share your message with the world and effectively promote your brand.
A consistent, cohesive brand image builds trust with your audience. By establishing a strong brand with clear brand guidelines, you ensure that all of your marketing materials - from your website to your social media posts to your business cards - have a consistent look and feel. This cohesiveness sends a powerful message to your audience, showing them that your brand is professional, reliable, and trustworthy. And, as a result, they're more likely to become loyal customers, who will continue to support your business over time. So, take the time to invest in your brand, and watch your business thrive.
Having a strong foundation for your brand, provides clarity and focus in pursuing your mission. With a clear understanding of your brand and everything around it, you'll be able to effectively convey your message and stay true to your mission. This helps you to stay focused on your brand's goals. The strong foundation you've build ensures that every aspect of your brand aligns and supports your mission, leading to a more successful and sustainable business.
Do you want to know more about branding and design? Or chat about your brand? Just send me a message, I’d love to help you out!