Branding is a term used casually, but one that is highly debated within the business and design communities. Since it means different things to different groups, I thought I would share my understanding of it.
Branding is the apparent expressive company image as a whole.
To put it simply, branding is a business, facility or item formed by the customer’s opinions. You cannot make branding—only the public’s image creates branding. Advertising will form a company’s identity, and identity is one of the building blocks of branding.
Some people think branding only requires a few elements: a striking logo, and a few good phrases. Branding is so much more than a picture and several words. It is the entire corporate vision.
In order to appreciate branding, you have to understand corporate imaging. Corporate imaging means that everything the company says and does reflects the corporate mission and values. It’s the life force of a business, that shows why the company was formed and what it intends to accomplish.
Think of any company: such as Little Cesar’s. What comes into your mind? “$5-Fresh and Hot”. McDonald’s: “I’m Lovin’ It”. Geico—funny talking Gecko and ‘save money in 15 minutes or less”. Food corporations are selling taste, while insurance companies are selling better rates than their competition.
As a graphic design company, we cannot create your branding, but we can influence how the public perceives your products and that is the foundation of branding.