A brand is a unique name, symbol, design or combination of these elements that identifies and distinguishes an individual, campaign, product, service or company. A brand is more than just a logo or a slogan; it encompasses the entire identity and reputation of an entity, including its values and message.
A strong brand helps to establish trust, credibility and loyalty, while increasing the perceived value of an idea, product or service. A brand is also a way for different entities to communicate their mission and vision to their audience, and to differentiate themselves in a noisy world.
Branding involves a variety of activities, such as market research, logo design, advertising and public relations. The goal of branding is to create a consistent and compelling message that resonates with customers and builds a lasting relationship between the entity and its audience.
Defining your brand can come in handy when trying to find work, advocating for an idea, selling a product or campaign, creating a business or an organization, or building a social media following.
To create your brand:
- determine a colour palette you want to use consistently
- understand what makes you unique and build on those characteristics (hobbies, beliefs, values, goals, strengths, etc.)
- decide what personality you want to project and/or what personality your work needs to project (whimsy, dark, playful, hopeful, etc.)
- if using sound in your work, be consistent with the genre or tone
- make sure your brand tells a story of who you are (language, values, moods, skills, tone, etc.)
- be consistent with your brand – don’t be afraid of evolving or reinventing your brand, but don’t constantly change it either
- authenticity is at the heart of good branding