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.
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.
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.