What is Branding?
And why a logo design is more than just a logo
When I receive new project inquiries, most are requests for a new “logo design.” I often bill myself as a logo designer, but truthfully what I do is branding.
Branding is a broad term that covers a lot of areas, so it’s understandable why there are usually questions about what it entails.
Several things it encompasses are:
logo system
color
font choice
website
design consistency
writing style
tone of voice
level of trust
customer experience
business values
audience
perception
photography
social media presence
advertising
By definition, branding is “the promotion of a particular product or company by means of advertising and distinctive design.”
So is this design? Is it social media? Is it marketing?
I like to think of branding as the personality of your business & what makes your business unique. This can be everything from the design of your logo, to tone you write in, the clothes you wear to meetings, the atmosphere of your office, the type of content you post on social media, and what your customers think of you.
I designed Making it in Asheville’s logo, which included a brand guide and Instagram profile image. From that guide they’ve adapted their brand colors and font into a beautiful identity that includes icons, illustrations, and bold typographic posts. This helps their brand feel fun and energetic, and really draws in their audience.
It’s a lot to digest at first! But the reason that branding is important is because it establishes what makes your business different from every other business that has a similar service or sells a similar product. And achieving consistency across all of these areas makes your brand look professional and put-together, ultimately building trust and loyalty with your customers.
I focus on the first five bullets listed above: logo, color, font choice, website, and design consistency. Usually this all starts with the logo.
And these are important because there are many instances where customers may see your logo, business card, storefront, or website before they meet you in person. At a time where customers are constantly bombarded with ads and promotions, you might have minutes—maybe even seconds—to grab their attention and evoke a feeling in them that persuades them to pay attention.
When I design a logo, I always think about the bigger picture and how your brand can extend beyond just a simple logo design. For starters, I include several iterations of your logo that allow your designs to be flexible. For example, if your primary logo design is very vertical, I’ll also include a horizontal version for narrower spaces, and maybe a round version for more condensed spaces or social media profiles.
For Madison County Outdoors’ logo, the leaf icon was pulled out to create a catchy pattern.
Then I think about other ways you may want to use your logo. Does a piece from the design get pulled out to become a stand-alone recognizable icon for your brand? Does the mark get turned into a pattern design for use on prints? Does your logo get placed in backgrounds as a faded watermark?
When I deliver your files, I include BUSINESS CARD DESIGNS and SOCIAL MEDIA PROFILE GRAPHICS to help you LAUNCH YOUR NEW BRAND COHESIVELY. I also include a BRAND GUIDELINE SHEET that outlines your colors, fonts, and how to use your logo so you can continue to create matching materials later on.
So, does everyone need this, and how does one get started?
Avanté Beauty Lounge custom logo design as a sign on the wall of a nail salon
I wrote a blog post earlier about the value and importance of quality design, and of course advocate for it wherever I can, although different businesses do have different needs. It’s important to think about WHAT ASPECTS OF BRANDING ARE GOING TO SERVE YOUR BUSINESS BEST, and for some businesses, maybe having a fully fleshed out logo and identity design does not make sense. Here are a few questions to consider that may help determine if logo design and visual branding is needed for your business:
How important is design (of your logo, your website, social media imagery, etc.) to your customers?
What are your goals as a business, and will design attract the customers that will help you reach those goals?
What are other businesses that are similar to yours doing, and can design help set you apart from them?
What types of marketing pieces do you need, and will having a strong visual brand identity make it easier to produce them?
Are you ready to embark on the journey of a branding project? Have you nailed down your business’s values, goals, audience, and mission?
Your logo and brand can really help you express who you are and what you’re about. Ready to take the leap? Curious to know more about my process? Just want to nerd out about branding and design? Don’t hesitate to reach out!
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