Build a brand: Terms explanation
Almost any company or individual business needs in branding. This process is to create visual association with that company to attract customers’ attention and loyalty. On this way we meet few similar but different termins which need to be explained well. It’s called: company logo, brand, identity and branding.
Term 1. Logo or logotype
To be clear the logo is only one of many elements that serve to build company identity. Logo is a graphic symbol who carries company name so people can easily recognize that organization. Logo or mark usually contain words, icon or other graphic elements which Identifies a business in visual form. Why visual form? – because it’s a main and most powerful way of communication between people.
Over time, the logo can undergo various transformations up to a complete change in order to match the changes in this company. However, there are logos that retain their image for decades without losing their strength.
Term 2. Brand
What the people says about your company, products or services? Easier to say a “brand” is also combination of feelings and ideas that people have about company.
For instance, there are many automakers and brands out there, but one that stands apart in most people’s minds is Tesla Inc. (formerly named Tesla Motors). When people think of electric cars which is stylish and present latest technical innovations, the Tesla, Inc. company and their Tesla Model X or S is the most immediate association.
If you thinking about latest modern solar roofs then what is firstly coming into mind is “Tesla Glass” with their roof tiles.
Term 3. Brand identity
Set of visual attributes like logo, typography, colors and other graphic elements which create the look and feel of your company is called “brand identity”.
This is a list of most popular brand identity items and attributes:
- A Logo (The main company symbol or mark)
- Branded stationery (a typical set is a visiting cards, firm envelope, letterhead, branded pen etc.)
- Marketing Collateral (include websites, catalogs & brochures, books and flyers)
- Packaging (firm packs with company products)
- Firm apparel design (jackets, caps and other clothing with the company symbols that are worn by employees)
- Interior & exterior signage
- Any other visuals that represents the company include audio materials, specific smells & touches
This supporting elements pursuit the goal to make company more distinct, specific and easily recognized by people. Better strategy is not focus only on logo but build wide set of brand identity items which consistent and accompany each others.
Term 4. Branding
Ok, let’s talk about “branding”.
All your efforts to increase awareness and reputation of company in the people’s minds called “branding”. In fact it is the process of creating an image of a company that is directed and implemented by its owners. We trying to impress our customers and become authentic company which differ from others. This complex strategy should help to make company successful. Before making any branding decisions we need consider – What’s your goal brand?
If you wish to develop brand logo or order other graphic design for your product or business, we can help.