Every designer talks about the importance of branding and why you need to invest in it RIGHT NOW! But… What really is branding?

It is no surprise that every day I find myself deep in the design world… Subsequently I sometimes speak to clients about branding and tend to unintentionally overlook the finer details of what I am ACTUALLY referring to…

I dare say you may have assumed, up until now, that branding is just another way of referring to your business logo (duh!)?

Well no… Branding is so so much more than just, “The logo you smack bang on something and be done with”.
BUT don’t worry, there’s no judgement here!

Let me explain what branding is, it’s 5 very important components and why it will be the best investment your business has ever made!!!

#1 BRAND PURPOSE

Your brand purpose is essentially the reason for your brand to exist (beyond the obvious of making money). Your business’ reason for being and the things it stands for. The things that sets your brand alight. Your brand purpose might be a reflection of your life and the beautiful experiences you’ve had or perhaps you have identified a gap in the market. An opportunity.

#2 BRAND POSITION

Your brand position is a description of your target market that also includes a holistic picture of how you’d like your brand to be perceived by your customers. Simply put, this statement is the who, when, where, why, and how of your brand’s identity.

BRAND POSITION…
“THE ACT OF DESIGNING THE COMPANY’S OFFERING AND IMAGE TO OCCUPY A DISTINCTIVE PLACE IN THE MIND OF THE TARGET MARKET".”

- Phillip Kotler, marketing author and professor

#3 BRAND VALUES

Your brand values determine your brand’s identity, message and personality (“#yaassqueen”) - they shapes every aspect of your business. These brand principles guide stories, actions, behaviours and decision-making processes. Investing in and knowing your brand values are fundamental to ensuring your business remains unique in a saturated market!

#4 BRAND STORY

Your brand story… A comprehensive narrative that encompasses the facts and feelings that are created by your brand. Unlike traditional advertising, a brand story must inspire an emotional reaction… Did you know that this narrative exists, whether you like it or not? Whether you’re aware of it or not!

#5 BRAND IDENTITY

Aaaaand finally… THIS is where the pretty stuff comes into play! Brand identity is the visible elements of your brand. Your colours, your logos, your packaging, web design and any other visual element to your brand. Brand identity includes all of the things that distinguishes a brand in your consumer’s mind.

SO, LET ME ASK… DO YOU KNOW WHAT BRANDING IS? 😉

Branding is more than hiring someone to create a logo for your brand (maybe think twice about engaging your distant relative who, “Has a Canva subscription and is keen to get started in the industry” to do your creative work - no hate, hahaha!).

Brand designers speak the creative language of colour and imagery. Not only do we know the ins and outs of presenting and communicating your business in an aesthetically pleasing way. There is reason behind what we do! It only takes a split second for a potential customer to form an opinion of your brand and don’t you want it to be an AMAZING one?