Branding beyond design

Branding beyond design

First of all, what is Branding?

We decided to search on google.com and below are a few definitions we found;

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be. http://www.entrepreneur.com/article/77408

The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. http://www.businessdictionary.com/definition/branding.html

Branding means a lot more than the visual aspect of a brand.

In times past, branding used to be the visual aspect of a brand, such as colors, typography and photography. However, it is a way of identifying our business. It is how our customers recognize and experience our business. A strong brand is more than just a logo; it is reflected in everything from our customer service style, staff uniforms, business cards and premises to our marketing materials and advertising.

Branding is beginning to take other forms, precisely:

Voice: A brand voice, is not about the creation of a non-human voice. It is about being consistent with our choice and tone of words – placing ourselves to be confident and easily recognized for our area of proficiency. A consistent brand verbal identity is important to implementing content strategies successfully.

Personality: Just like people, a brand has personality. Brand personality is how our brand behaves which must be guided by a defined culture and character. Brand personality produces an emotional response internally among staff and externally in a specific customer sector, with the purpose of provoking positive actions that benefit the brand.

Action: Actions are prompts, and therefore, like all strategies, they function as switches. Yes/No. In response, people do something or they do not, Like or not, Notice or not. The actions our brand takes will have more impact than the way it looks or what it communicates in mass media. As any other type or branding, actions taken by our brand have to be consistent with the brand’s purpose and values.

Branding has gone beyond visuals to its interaction and behaviour towards its users.

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