The time period “branding” is often used interchangeably with logo design, identification format, or typography. However, there is a need to set the record straight. Branding is not just a logo, product, or promise nor simply the sum of all the impressions a company makes on its target market. Rather, branding is ultimately the result of a customer’s gut feeling about a product, company, or organization – it’s their perception of the business that ends up in their heads and hearts. Each individual customer has a unique brand perception of a given company, and a brand reflects that perception.
It shows a customer’s perception of a company’s reputation. Designers often approach branding from their personal point of view by telling stories, making claims, or pitching. However, a brand is a more comprehensive product of a company’s efforts, encompassing everything from the products themselves to messaging, visual identity, experience, and culture. Virtually everyone in a company contributes to the brand in one way or another, either positively or negatively. Therefore, it’s crucial to consider branding in a holistic way.
To create an effective brand, it’s not enough to have a logo, tagline, or advertising campaign. The reputation a company creates, how it influences people, and its culture all play a role in building the brand. By starting with the customer’s perception of a product or service, a company can develop a brand that resonates with millions of customers and their unique perceptions.
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