Brand Identity

You won't hear a lot of outlandish theories on branding from me. In a nutshell, a brand is an impression that lives in the mind of your customer. A brand is as complex as the human mind itself, built upon experiences, intuitions, and even blind prejudice. I don't believe that there is a pure science behind branding. I do, however, believe that many businesses would benefit from a practical "design sense" approach when it comes to managing their brands. As you know, one piece of the branding puzzle is built upon the visual aspect of your brand. Your logo, color palette, and visual style represent who you are and what you stand for. Your visual identity also serves to differentiate you from your competitors and to make your name instantly recognizable. These things all need to adhere to a set of guidelines and they need to be consistent across all marketing efforts. When you get the visual aspect (marketing, product packaging, etc.) of your brand identity working with the semantic aspect (service, quality, etc.), you have a recipe for ultimate success. Don't let a convoluted visual delivery affect your integrity. Investing in your identity ensures that you make a professional and positive impression every time.