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BRANDING

WHAT IS A BRAND?

A brand is a unique identity adopted by an organization or business that reflects their specific goals and ambitions. “Branding” is an all-encompassing term that includes but is not limited to voice, personality, and visual style.

The purpose of a brand is to give your organization a unified sense of identity and direction. Strategically crafting the way that your business is percieved by current and potential clients and workers builds trust, familiarity, and ultimately, brand loyalty.

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WHAT DOES BRANDING INCLUDE?

The visual components of a brand typically consists of a logo, graphic style, type treatment, and photographic treatment. What is often overlooked are the non-visual components, such as the voice and personality of a brand. All of these descisions are made through a process of research, word-mapping, sketching, style tiles, mockups, user testing, and final implementation.

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WHAT MAKES A GREAT BRAND?

A great brand is comprised of many pieces. Most people think of a logo when they think of a brand. While a logo is an essential part to a brand, it goes a lot deeper than that. A strong brand has a unified voice and visual style, a memorable logo, and an intriguing personality. A great brand strategically approaches the styling of photographs, graphic components, fonts and typography, as well as written language. Keeping these consistent across all platforms is key to successful brand.