My personal understanding of the word ‘brand’ is that it's the perception people create of your company or products/services over time and, how they identify and engage with you in comparison to others. Your brand grows and develops based on how your business expresses itself – the tone of voice of your communication, the imagery you choose, the avenues you promote yourself – basically, every interaction whether it’s visual, auditory or tactile will have an effect.
So branding is the process of getting to know the nitty gritty of your business; the how, who, what, where, when and why…. you have to get all up in that grill, if you know what I’m saying. It’s hugely important to design (my job!) because with the right branding to shape your designs (and everything else that you do) - it will attract the right people, make them fall in love with your business and stay in love!
Case Study // House of West
One of my client's main target audiences are glamour models, and the words she used to describe her brand personality were "glamourous, irresistible and seductive". She also showed me decorative pieces she had in her beauty room which included sugar skulls and more ornamental designs with baroque-esque flourishes. This lead me to explore a sensual, dramatic and private boudoir visual direction with her logo design - which she was very happy with!
What are your thoughts on branding?