What is branding?

As a studio that specialises in branding, we feel the term is often misused or undermined, making the true definition and understanding rather vague. Branding is often mistaken for something that is strictly visual, for example some may consider a logo as a brand. Understanding of branding differs and the process used to define a brand varies, depending on the team behind the work. This article outlines how we see branding as a bigger picture and attempts to offer a clearer understanding of branding, whilst touching on our process of branding a business or product.

 

 

We see branding as more than a name, a logo and a colour scheme. To us, branding defines the company or product, the ethos and the reason it exists. It’s also about more than the visual aspect. Brands should have an overall tone which informs the way it is personified in written, spoken and visual output. Every form of communication should be a clear representation of the company or product, which will help establish a well-rounded, widely recognised brand. Design is a tool to reflect and enhance a brand, not to define it. 

 

 

Business differentiation is the term we like to use. We ask questions and discuss from the outset what sets the business apart from its competitors, sometimes these aspects are clear, sometimes they need refining, and sometimes it’s easier for outsiders like ourselves to take a fresh perspective. It’s very easy to look at the forerunners of the competition, as they are there for a reason, but if a brand doesn’t define its own differentiation and its own ethos, the forerunners will remain so. Success comes from communicating a brands own unique selling points and moving them forward.

 

The next step, once we have worked together and have established the business differentiation, is to summarise the business or product in a sentence or two – a brief description that can be taken forward and communicated to the rest of the world, focusing on the target audience. Once these necessary steps have been completed, only then do we begin work on the visual aspect of the brand, referring back to the summary brief at each stage of development. 

 

 

Easily defined USPs allow a confident and consistent thread of communication – whether it’s speaking to clients and consumers in person, through advertising and marketing campaigns, or how the brand is talked about by the consumer through word of mouth and social media.

 

If a brand is a true reflection of the business and customer expectations are met, the customer is more likely to come back time and time again. It’s crucial that branding isn’t misleading in any way, as this can be very harmful to a brands reputation.

 

 

We started Two of Us to make purposeful and effective design available to everyone. Because it’s just the two of us, we can really get to know a brand without going through middlemen. We like to build relationships with our clients, working closely with them to create thought-provoking work that communicates individuality through meaningful design.

 

We would love to hear from you if you want us to expand on any of the points, want to join the conversation, or to find out more information about our approach to branding, so please feel free to get in touch. 

 

ian@twoofus.co / ash@twoofus.co / www.twoofus.co