WHAT IS BRANDING?
Branding is generally described as a company’s ‘identity’, or a set of guidelines to keep written and visual materials consistent across all platforms. It’s a uniform worn by company visuals, a voice heard across all copy, and a personality people want to befriend. Yes, it sets the tone and look of everything related to your business, but when branding gets really clever, it’s more than a superficial identify; it becomes a thought process, or ethos, that consumers want to take ownership of.
Hold that thought. Let’s start by breaking it down into its three core areas: visual, written and strategic.
WHAT IS VISUAL BRANDING?
It’s what people see, the aesthetic representation, or design choices. Think web design, logo, typography, art style, image composition, and colour palette. These choices visually connect everything you publicise, and help people make quick associations with your brand.
It needs to wink as people pass by, but then have enough substance to make friends and keep them too. Any material relating to your company is created according to brand guidelines, and is given one last branding badge before it is published or printed. Why? Because without it, everything would exist in isolation, and without purpose.