Your brand is what people think of you. Branding is the process of building what people think of you. Improve people’s perception of your brand’s reputation.
“Brand is a customer’s perception of a product, service, or company; a commercial reputation”
Brand identity is the look of a brand. It’s the visual component of a brand that represents its ideas and vision.
Brand identity includes logos, typography, colours, packaging, and messaging. It completes and reinforces the existing reputation of a brand while drawing new customers to it. Brand identity makes current customers feel at home, too — it’s both outward- and inward-facing.
Brand identity must be consistent. Because it’s representing and reinforcing the emotions of a brand, the message portrayed by brand identity components needs to be precise. It needs to be the same no matter where it’s displayed: on social media posts, websites, advertisements — you name it!
To manage brand identity effectively, organizations stay consistent while still flexible to succeed in today’s market. Components of this system might include a style guide (which contains all approved versions of logos, typography styles/fonts), software/apps that help track which version of each component has been used most often (and where), employee training programs that make sure employees understand why these things are important.
Branding is more important than you think. Your brand may seem like it consists only of elements such as logos and colours to somebody. Still, your brand is the entire identity of your business. Your brand gives you personality.
A strong brand helps customers identify with your business and feel secure when purchasing from you. It also helps to create consistency between different marketing channels so that customers know what to expect from each one of your marketing efforts.
Branding isn’t just about colour schemes or fonts — it’s about creating an experience for the customer. A great example of this is Starbucks’s green “siren” logo, which has become synonymous with the company in people’s minds (even though there are no sirens in Starbucks’ stores!).