It’s hard not to come face to face with branding within our everyday lives. It is everywhere and is an endless sensory experience. From drink bottles to adverts on public transport, we are subjected to branding and pop-culture constantly, even without realising it. Brands play an increasingly important role on how we live. They define who we are, our standards of living, how we live and ultimately, our quality of life. Because of this, a company’s brand is its most important asset. As the consumers enjoy a wider selection of choice and variety, brands have to fight a lot harder for their development and survival.
So what is Branding anyway?
Branding is about sharing the love of an idea, product or service with an audience. It is how the audience identifies the organisation and how the consumers will notice the brand and realise it instantly. A brand is a representative embodiment of all the information connected to an organisation and is there to create connotations and expectations among consumers. A brand often includes a clear logo or identity, typeface, symbol and tone of voice, which is used to represent unspoken values, ideas and even personality. The chosen branding style should convey the essence and core values of the organisation, either through a logo, advert or other types of media. Designers have to create the impression that a brand associated with an organisation has a certain quality or characteristic that makes it special or unique.
Some consumers look at branding as being very important and have a large influence in their lives. One of the reasons being that certain high end brands denote a certain attractive quality of characteristic and branded products often usually command higher prices. If there are two products that look completely identical, but one of the products has no branding and is just a generic item, consumers often select the more expensive branded product on the basis of the quality and the reputation of the brand owner.