At AXZM we believe branding is one of the most important steps in defining who you are as a company. We have experience in helping many companies find their personal voice in their specific marketplace. So what is branding and why is it essential to your business? Branding is the perception of your company or the emotions that people have towards it. This can be effected by design, colors, logo, public relations, commercials, social media, web design and more. It is an all-encompassing idea that is important to manage. Often times people think branding is simply a logo or an identity. These two concepts are different but both a part of branding and are often confused with each other.
Many times identity, logos and branding are overlapped not knowing where one ends and the other begins. They are tied together with branding being the most fundamental of the three. Branding cuts to the heart of the matter and is the perception or emotional image of your corporation as a whole. Identity is composed of the visual assets that compose the image of your entire brand. The logo is much more specific and defines the business in one icon, mark or typeface to embody the idea behind that company.
We believe that all three levels are important. It depends where your business objectives lie and if you have a proper brand in place. We work with enterprise companies who have branding in place but they always need help sprucing up their identity. Sometimes companies need top down branding from head to toe while smaller businesses just “need a logo”.
Often times companies have their branding in place but need logo or updates done to their mark. We are very comfortable working within the guidelines of a pre-established brand and would love the opportunity to add to it. We have done many logo redesigns and updates before with basic color swatches. This is a basic service that is more graphical and directed by you or your company.
Identity is a more robust service. It covers all of your graphic assets and consolidates them to coincide. This takes into account the personality of your company and helps establish a visual language. This could cover logos, trademarks, letterheads, business cards and other print design assets as well as internet marketing assets for PPC campaigns, web development projects and more. The main goal is to have cohesive look or identity that represents your whole business.
Branding is much more detailed and is often times an ongoing process. This covers everything from logos to social media and reputation management. We can help you establish much more then your logo and visual identity. We cut to the core of your company and try to understand your philosophy, goals, history, industry vertical and your dreams as a company. Often times these ideas are consolidated into a ‘branding guide’ that can give a an overview of your company to any newcomers or outside vendors that are working with your brand.
Why Is Branding Important?
All of this sounds great, but often times people do not understand why a company should go to great lengths to establish a brand on this level. A brand is a personality and defining it as one takes time and consistency. Many of the biggest brands you can think of have gone to great lengths to cultivate their reputation and maintain it consistently for years. Coca Cola is always a great example. They have had the same logo since 1885. Not only is this impressive but if you look at the history of other brands who have existed since 1885 they have had multiple logo changes and branding changes and have never reached the magnitude of Coca Cola. It’s because people begin to trust it and to recognize Coca Cola’s brand and that takes time and consistency.