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So, what is branding?

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Sometimes also called brand identity

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design, visual identity, or corporate
identity.

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The idea of branding comes from ranchers
using hot irons to

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

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Branding is about identity.

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Signatures of famous artists could also be
called their logo.

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

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If you know who painted this, Starry

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Night, then you can assume who painted
this.

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

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

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Seth Godin, author and public speaker,
says, a

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brand is a set of expectations, memories,
stories and

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

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decision to choose one product or service
over another.

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A brand is a relationship.

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So, what makes up a brand?

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

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

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Let's talk about terminology for a second.

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Logo is a very vague term.

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

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Specifically, a logo is the mark, icon

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or symbol that represents an organization
or individual.

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Think Apple.

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No words or letters, just an apple.

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

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

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Finally, there is the signature or lockup.

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

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

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Dribbble also uses a lockup.

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

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Still, there are additional visual
elements to push

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the brand image even further into a full
experience.

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First, the name.

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

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Logo, which we've already mentioned.

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The visual mark that identifies the brand.

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Tagline or catchphrase.

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

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Graphics.

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

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McDonald's golden arches.

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Disney's Mickey Mouse is a trademarked
graphic element.

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Shapes.

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Apple's original iPod design is a
trademarked shape.

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The distinctive contour of the Volkswagen
Beetle is trademarked.

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Colors.

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

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Deere's distinct green are trademarked
colors.

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

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The complete system is what makes a
successful brand.

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Also remember to consider how these
elements are applied.

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

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Sights.

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This one is obvious.

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

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Movements.

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

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Sounds.

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

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Harley Davidson's V-twin engine sound.

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Most ringtones and phone service tones are
trademarked by brand.

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The lion roar of the MGM lion.

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Scents.

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The rose jasmine musk scent of Chanel No.

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5 is trademarked.

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Tastes.

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

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Coke's original recipe is trademarked and
top secret.

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Touch.

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Louis Vuitton has trademarked the texture
of its luxury handbags.

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Everything is design, says Paul Rand.

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Everything!