THE MAKE UP OF A BRAND, A THREE PART SERIES

People often choose a product based on its perceived value, not its actual value – so, before diving into the process of creating a brand for yourself, it’s important to clearly understand each component that goes into the make up of a brand.

Defined by Wikipedia, a brand is any feature that identifies one seller’s goods or services different from those of other sellers.

These components can be broken down into three categories, brand elements and brand identity – making up the visual appearance of a brand + the brand experience – a less tangible means of communication, but equally important.

 

PART ONE: BRAND ELEMENTS
Can be the name used to identify the company or the visual mark that identifies the brand… in
other words, the name + logo or icon.

Some companies choose to do just a font treatment. Others, after years of a consistent brand message, drop the name all together.

When sitting down with your designer to dream up your company logo, here are some things to think about:

// Will you elect to have a logo/icon + your business name or just use your business name?

// What type treatment or font will you choose?

// Is the logo created easily recognizable?

// Is it simple enough to be scaled to fit a multitude of media?

// Is it relevant to your industry?

// Will it withstand the test of time?