Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however, to put it in a nutshell, you could describe a ‘brand’ as an organization, service, or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand– only the audience can do this. A designer forms the foundation of the brand.
Many people believe a brand only consists of a few elements – some colors, some fonts, a logo, a slogan, and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image.’
The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns, and everything it produces should reflect the values and aims of the business as a whole.
It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in, and why it exists. It is not purely some colors, some typefaces, a logo, and a slogan.
As an example, let’s look at the well known IT company, Apple. Apple, as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterized by volunteerism, support of good causes, and involvement in the community. These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service. Apple is an emotionally humanist brand that really connects with people– when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand– not purely their products and a bite sized logo.
One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.
In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of media, using approved color palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognizable.