You know that thing where you use certain words so much they stop having any meaning? I sometimes feel like that about branding. We (graphic designers) throw it around, possibly assuming that everyone knows what it is. And maybe you do. But on the off chance that you don’t, and feel too awkward to ask, let me break it down.

It’s how your customers identify you

Your business brand tells the world who you are, what you do and how you do it.  I.e., what makes you unique. It captures your business’s personality and its values. Every choice from colours and shapes, to fonts and words should be deliberate. Logical.

It’s more than a logo

Don’t get me wrong, the logo is a big (dare I say the biggest?) part of your brand. It’s often the first thing people see when they interact with you. But it doesn’t ever appear in isolation, and only works when all the other bits that go with it work.

It doesn’t follow trends

Sure, there are bound to be some design influences, but your brand is about you and your business.

Whether that’s loud and colourful

or subtle, yet luxurious

there’s no copying any seemingly fashionable brands. (But feel free to talk about ones that you love/inspire you.)

It doesn’t have to break the bank

I have an entire article dedicated to branding on a limited budget. Just know that a basic brand isn’t a cop-out. It’s how everyone starts out and if you’re a startup, it’s all you need. In fact, a bare-bones brand can save you a ton of time, stress and even money in the long run.

It’s a process

If a branding project is about logic, then it’s also about structured process (yeah, you read that right). A brand is for life* not just for Christmas, so it needs to work in the real world, not just on a presentation. That can only happen when your designer understands your business goals and plans to achieve them. Even how you work (e.g. your tech stack) is a consideration. So get ready for a lot of questions.

*JK. Obviously you’re allowed to rebrand.

There’s obviously more to branding but this gives you the jist. Want to know more? Feel free to book a quick, no-strings natter with me.