UNDERSTANDING
BRANDING DESIGN.

No secret, Branding Design goes much further than just a logo or even a complex visual identity. Branding Design is about a story created by every customers’ touch with your product, each and every experience they get, each emotion they feel about it, be it a physical object, digital product, service, show, or intangible intellectual creation.

 

Being a solid basis of effective marketing, branding requires a thoughtful and professional approach – and that’s the topic we offer you to dive in. In this article, we are going to talk about the branding design from the perspective of our 10 years of practical experience and the most frequent questions our clients ask coming to collaborate on branding or rebranding for their company, product, or service.

The questions we briefly discuss below are the following:

 

• What’s the difference between branding and branding design?

• Why is branding design Important?
• When is the right time to start the branding design?
• What specialists work on branding design?
• What are branding guidelines and why are they needed?

WHAT'S THE DIFFERENCE BETWEEN

BRANDING AND BRANDING DESIGN?

Put shortly: Branding is the soul. Branding Design is the face.
There is a general perception that “Branding Design” and “Branding” are the same thing. Sometimes these terms are even used as synonyms. However, although they are closely related and must work together in a cohesive way, they are very different processes.
Branding Design is the visible elements of a brand, such as brand name, tagline, colors, fonts, patterns and logo that identify and distinguish the brand in customers minds, and the logo is a graphic element that is part of the Branding Design. Your customers will associate your Branding Design with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty,
and determines how your customers will perceive your brand.
The term Branding refers to the marketing strategy of actively shaping a distinctive brand. To be more specific, it is a strategy designed by companies to help people to quickly identify their products, and give them a reason to choose their products over the competition’s. A branding strategy clarifies what a particular brand is and is not.
So, branding design is how users will perceive the product interacting with it. It is about brand’s visual image, its communication, and its reputation. And well-crafted design approached on the basis of research, analysis, understanding both target audience and business goals, becomes a silent ambassador of a brand, as Paul Rand wisely put it once.

WHY IS BRANDING DESIGN IMPORTANT?

Branding Design is absolutely critical to a business because of the overall impact it makes on your company. Branding Design can change how people perceive your brand, it can drive new business and increase brand awareness.

BRANDING DESIGN GETS RECOGNITION

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The most important reason branding design is important to a business is because it is how a company gets recognition and becomes known to the consumers. The logo is the most important element of branding, especially where this factor is concerned, as it is essentially the face of the company. This is why a professional logo design should be powerful and easily memorable, making an impression on a person at first glance. Printed promotional products are a way of getting this across.

BRANDING INCREASES BUSINESS VALUE

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Branding design is important when trying to generate future business, and a strongly established brand can increase a business value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace.

BRANDING GENERATES NEW CUSTOMERS

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A good brand will have no trouble drumming up referral business. Strong branding design generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s best and most effective advertising technique.

BRANDING IMPROVES EMPLOYEE PRIDE

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The most important reason branding design is important to a business is because it is how a company gets when an employee works for a strongly branded company and truly stands behind the brand, they will be more satisfied with their job and have a pride in the work that they do. Working for a brand that is reputable and help in high regard amongst the public makes working for that company more enjoyable and fulfilling. Having a branded office, which can often help employees feel more satisfied and have a sense of belonging to the company, can be achieved through using promotional merchandise for your desktop.

BRANDING CREATES TRUST WITHIN THE MARKETPLACE

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A professional appearance and well-strategized branding will help the company build trust with consumers, potential clients and customers. People are more likely to do business with a company that has a polished and professional portrayal. Being properly branded gives the impression of being industry experts and makes the public feel as though they can trust your company, the products and services it offers and the way it handles its business.

BRANDING SUPPORTS ADVERTISING COLLATERALS

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Advertising is another component to branding, and advertising strategies will directly reflect the brand and its desired portrayal. Advertising techniques such as the use of promotional products from trusted companies that make it easy to create a cohesive and appealing advertising strategy that plays well into your branding goals.

WHEN IS THE RIGHT TIME TO START THE BRANDING DESIGN?

Typically, the branding design starts when:
>> You launch a new company or new product <<
>> You need to revitalize a brand identity <<
>> There’s a company or product name change <<
>> You feel it’s time to create an integrated system <<
>> It’s time for changes, and you want to refresh a brand <<
>> When companies merge, so a new approach is needed <<

WHAT SPECIALISTS WORK ON CREATING

A BRANDING DESIGN?

In our experience, branding design projects are about teamwork. The best cases are born when we have a close touch with the client’s team. It’s important to openly discuss the brand’s goals and vision to make a new identity shine bright and authentically.
Senseplus Branding Design team works their best to achieve the results:
 
Design Director is in charge of all the artistic supervision and quality assurance of the whole branding design project.
Art Director is responsible for the research and brand model phases and is going to be a part of all steps of the process to ensure all the graphic solutions correspond to the chosen branding direction.
Graphic Designer is in charge of producing all the graphics on the project, which will include the logo and all the branded items.

WHAT ARE BRANDING GUIDELINES AND

WHY THEY ARE NEEDED?

The guidelines make up the set of rules of how your new identity should be used through all media. It’s a tool to help ensure consistent implementation of identity elements across all touchpoints.
The branding guidelines include:
Brand Experience. Brand experience defines your customers interaction with your company, its products, people, and communications. When customers interact with your brand we want their experience to be.
 
Brand Logo System. Where and how to use your logo, including minimum sizes, spacing, monochrome usage, etc.
Brand Colors System. The rules and proportions of using the colors, what colors should and should not be combined, as well as the color breakdowns for print and screen.
Brand Fonts System. The info on the specific fonts and details of the font family, as well as the functional font pair information and the usage rules.
Brand Patterns System. Brand pattern are what make up the whole identity system. We provide the guidelines to ensure that your marketing or design team can easily use the identity and keep it consistent.
Brand Images System. Brand Images or photography is a collection of professional images guidelines that represent the feelings of a brand.
Brand Iconography System. The rules of using icons expression to your products, services or tools. Simple, light and friendly, they communicate the core idea or component of the brand. 
Brand Collaterals System. The rules of using brand collaterals in any media material used to promote a company's products or services.

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