Branding is arguably one of the most overused and misunderstood terms among people outside our profession. They often talk about it as a standalone business. But branding cannot operate in a vacuum. In its simplest form, the brand is what distinguishes a particular product, service, or company from others. And branding is the process of defining and drawing attention to these distinctions – and, ultimately, positioning them as advantageous for the target audiences.
The key thing to remember about branding is that it is a tool that is used to satisfy other purposes, not a goal unto itself. If branding did not advance a company’s reputation or help sell its products, then we wouldn’t even be talking about it. The reason we spend time and money building a brand is because that identity, recognition, and reputation serves, enriches, and advances the rest of our communications efforts.
Over the years, I have amassed a wealth of branding experience, both in-house and on the agency side. I have built brands from scratch, transformed existing brands, and rebranded struggling companies.
I have also worked with designers to develop or modify a corporate identity and style guide. This refers more to the way – specifically the design elements – in which a company presents itself, which is obviously a key component in branding.