The task of developing and implementing an identity for a company, product or service is not as easy as it sounds. In fact, the task of branding can be intimidating for even the most seasoned designers. The following article will outline the differences between what are arguably three of the most crucial elements in any company's efforts to create and maintain an image, face and voice: Branding, Brand Identity and logos.
Many design professionals confuse "branding" with "brand identity," also known as branding with logo design. While both terms are often used interchangeably, there are important differences between the two.
Branding is often perceived as extremely difficult because it requires a designer to create an identity that, in addition to its appearance, also conveys a message. In essence, the designer's job is to develop a product image and establish both the company's philosophy and its values. Branding usually involves using symbols with meaning in order to convey certain attributes of a product or service. The symbol itself will then be associated with other elements, such as words, phrases or colors that carry meaning. Other forms of branding include using slogans or mascots in lieu of official names for companies and products on marketing material and websites.
Branding is a way for a designer to communicate the distinguishing qualities of one product from another and from the competition, as well as to identify companies, markets, and products in specific categories. It is important that any information behind a brand is credible and honest. An identity that consumers trust will be easier to market successfully and will give customers confidence in the company or brand. Hence, branding is about trust. It's about values. It's about positioning your company or product in your target audience's mind, so they believe in you and perceive your brand positively before they've even had an opportunity to do business with you.