Branding is the broad term for the process through which products, companies, individuals, or organisations acquire an identity and standing. A product or organisation needs a name, and therefore a brand, to establish its place in the market. The entire design process, including logo and image development, lays the groundwork for corporate identity and helps complete the branding process for the product or organisation.
A systematic approach to branding is needed to secure a strong position in the market and reach the target audience. The logo that represents the product, the newsletters that introduce the company, and all the visual work that helps it take root in the audience’s mind are steps along the way. In every project I have undertaken or been involved in, I have developed work tailored to the company and product to make the branding process effective, high-quality, and focused on results. This could be a logo, slogan, advertising jingle, bespoke packaging, or a company ritual. Looking at global brands, we can see names that have become recognisable through a single colour or graphic. Does that make branding easy? Of course not. Sometimes a slogan alone can come to identify a brand, but reaching that point involves many important company and PR activities, some visible to consumers and others unseen. A strong logo or an impressive commercial is never enough on its own to build a brand. Ideas and their execution provide the substance that brings these elements up to the intended level. Every idea developed and every initiative put into practice affects consumers differently. Social responsibility projects, charitable events, campaigns tailored to the target audience, and even a brand’s stance on the environment and developments in its industry worldwide can directly influence the branding process.
One of branding’s most important effects on consumers is creating the association that a useful product is a branded product. People prefer to buy what they need from a brand they know. This makes the logo and promotional materials, the visual face of the brand, especially important. Simple, memorable logos help a brand take root more easily in consumers’ memories.
My professional view is that building a brand calls for steady, deliberate steps. Start by developing the company’s public-facing identity, then use resources wisely to make effective moves toward a place in the global market.