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Branding & Logo Design

Branding

Branding is the perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholders’ minds.

Here is a rough breakdown:

  • 1. Perpetual process:
    Branding is a perpetual process because it never stops. People, markets, and businesses are constantly changing and the brand must evolve in order to keep pace.
  • 2. Identify, create, manage:
    There is a structured process to branding, one where you must first identify who/what you want to be to your stakeholders, create your brand strategy to position yourself accordingly, and then constantly manage everything that influences your positioning.
  • 3. Cumulative assets and actions: 
    Your can get new customer by promoting your business in Facebook and Instagram.
  • 4. Perception of a brand:
     also known as reputation. This is the association that an individual (customer or not) has in their mind regarding your brand. This perception is the result of the branding process (or lack thereof).
  • 5. Stakeholders:
     Clients are not the only ones that build a perception of your brand in their minds. Stakeholders include possible clients, existing customers, employees, shareholders, and business partners. Each one builds up their own perception and interacts with the brand accordingly.
  • Why is branding important?

  • Branding is absolutely critical to a business because of the overall impact it makes on your company. Branding can change how people perceive your brand, it can drive new business, and increase brand value – but it can also do the opposite if done wrongly or not at all.
  • Logo Design

  • A logo is a symbol made up of text and images that identifies a business. A good logo shows what a company does and what the brand values. Logo design is all about creating the perfect visual brand mark for a company. Depending on the type, a logo usually consists of a symbol or brandmark and a logotype, along with a tagline.
  • i. A logo makes you stand out from the competition:
    Perhaps the most fundamental function of a logo is giving your business a unique mark that differentiates you from other businesses.This is especially important if your business has competition (which 99.9% of them do). Before you get a logo for your business you’ll want to research what your competitors’ look like so you can position yourself. Check out how the Cactus Dental logo separates themselves from the sea of cliche tooth logos in the dental industry by taking a feature unique to their geography and turning it into a toothbrush. Of course, you don’t want to be so unusual that potential customers don’t understand your brand.
  • ii. A logo identifies key information about your business
    Along with demarcating your business, a good logo also provides your customer with some crucial information about your company: it can communicate the industry you exist in, the service you provide, your target demographic and your brand values. For example, a company might use circuit imagery into their logo to show that they operate in the software industry. Or they might use a specific color to communicate they are committed to being green/environmental. Or they might use a stylish font to highlight that they are luxurious. Check out how Wild Hearts uses an image of a book with a heart in it to show that their business specializes in romance novels.
  • iii. A logo builds brand recognition
    Logos also leave a visual impact that reminds your customers that, well… that you exist! In other words, logos can create strong visual associations with a business. This association helps customers keep your brand in mind. Think about brands like Nike or McDonalds, whose logos are so ubiquitous that they can be instantly recognized with or without the name attached. It’s no surprise that logos are such a central part of brand identity.

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