Why is Branding Important?
Branding is more than a logo. A strong brand is built to last and across different mediums. It gives your business or product a face and a voice that speaks directly to your target customer or audience.
Strong and distinct branding builds trust and recognition between your audience and your brand, cutting through the noise of competition and everyday life. If your brand reflects the core nature of your business, it will add value, build trust, and create a visual look and feel that becomes a part of your business as your product or service itself.
Ideally, the different pieces of a brand fit together to tell a cohesive brand story across multiple touch points. For example, the Apple logo has become more refined, simple, clean, and modern over the decades. These visuals reflect the company’s long-standing product and brand propositions: clean, modern, and unconventional. Their brand language is clever, targeted, and bold.
The rest of the brand’s communications are a logical and seamless extension of this brand proposition. The corporate typeface is complimentary, clean, and crisp. The company’s product photography style, website, packaging, and store design reinforce each other and, in totality, help reflect the brand values. All these touchpoints feed into a comprehensive brand experience and create a consistent message that reflects the product, speaks to target audiences, and adds value to the business.
Whether helping a client develop a new brand, helping them expand an existing one across surfaces and new projects, or engaging in complete rebranding, we apply these principles to help them best speak to that target customer and differentiate themselves in their market.
When helping develop a new brand, we first consult with a client to chart their target customer, the values they want to communicate, what platforms they’ll communicate on, discuss their competition and market, and how they can measure brand awareness. We then use this in-depth consultation and planning to prepare a brief deck, showing clients brand logos and language we feel are relevant to their specific brand’s needs. After sign-off, we prepare a prototype logo and visual language treatment, expand and revise it based on client input, and eventually create a brand manual. This brand manual documents the new brand’s values, goals, logos, text, and how to use them and provides examples of how the brand language can be applied and best used. A company’s internal design and communications department, contractors, or DAVID can use this brand manual.MARKET, as we often partner with clients to offer long-term support and to build out that brand across surfaces.