Visual Communications » Logos and Branding

Logos and Branding April 20, 2009

Posted by kd49 in : Class 6 - Branding, Classes , trackback

brand tags: what do people think of established brands
Review of iconic logo designers

Branding is the tangible and intangible elements that identify a company or its products and separates them from the competition. Nike is an example of a well known brand. It has a strong association with speed, agility, endurance and strength in consumers mind. A strong graphic identity is an important element in a brand. The benefit of good branding is that people remember your business and have associative images of it and feelings for it.
Brand creates a promise of:

Substance

People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding, then it can make your business appear to be much bigger than it really is.
An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years time.

Reliability

A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business.

Multiple Products

If your business has a strong brand, it allows you to link together several different products or ranges. You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you.

Elements of creating a brand:
Articulate the identity and the value proposition to the customer
A classic example is from Wal-Mart’s “Everyday Low prices” or Starbucks Excellent coffee in a warm relaxing setting.