So, what is branding?

Sometimes also called brand identity

design, visual identity, or corporate identity.

The idea of branding comes from ranchers using hot irons to

brand their cattle so as to not confuse each other's possessions.

Branding is about identity.

Signatures of famous artists could also be called their logo.

Similarly, their artistic style could be considered their personal brand.

If you know who painted this, Starry

Night, then you can assume who painted this.

I know this might be a stretch, but you get the idea.

Branding brings about awareness of a product, company or service.

Seth Godin, author and public speaker, says, a

brand is a set of expectations, memories, stories and

relationships that, taken together, account for a consumer’s

decision to choose one product or service over another.

A brand is a relationship.

So, what makes up a brand?

The primary and secondary components that establish a brand image are color,

typography, slogans, tone of voice, and most commonly recognized is the logo.

Let's talk about terminology for a second.

Logo is a very vague term.

A logo is generally any symbol or design that identifies products or services.

Specifically, a logo is the mark, icon

or symbol that represents an organization or individual.

Think Apple.

No words or letters, just an apple.

Then there's the logotype, also called word mark or typographic logo.

Google is an example of using their name as their logo with no accompanying symbol.

Finally, there is the signature or lockup.

This logo is a mark or icon paired with specific typography.

Microsoft uses this example by having their name to the right of an icon.

Dribbble also uses a lockup.

The basketball is their mark while the script is their logo type.

Still, there are additional visual elements to push

the brand image even further into a full experience.

First, the name.

Of course, a unique word or words used to identify a company, service, or product.

Logo, which we've already mentioned.

The visual mark that identifies the brand.

Tagline or catchphrase.

Nike, just do it, Sprite, obey your thirst, or Subway, eat fresh.

Graphics.

The dynamic ribbon is a trademark part of Coca-Cola's brand.

McDonald's golden arches.

Disney's Mickey Mouse is a trademarked graphic element.

Shapes.

Apple's original iPod design is a trademarked shape.

The distinctive contour of the Volkswagen Beetle is trademarked.

Colors.

Tiffany's blue, T-Mobile's magenta, and John

Deere's distinct green are trademarked colors.

Keep in mind, not one element is more important than any other.

The complete system is what makes a successful brand.

Also remember to consider how these elements are applied.

The senses are opportunities to create a memorable and timeless brand image.

Sights.

This one is obvious.

All of the elements we've already mentioned are visual.

Movements.

Lamborghini has trademarked the motion of its scissor doors and gullwing doors.

Sounds.

A unique tune or set of notes can denote a brand.

Harley Davidson's V-twin engine sound.

Most ringtones and phone service tones are trademarked by brand.

The lion roar of the MGM lion.

Scents.

The rose jasmine musk scent of Chanel No.

5 is trademarked.

Tastes.

KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.

Coke's original recipe is trademarked and top secret.

Touch.

Louis Vuitton has trademarked the texture of its luxury handbags.

Everything is design, says Paul Rand.

Everything!