What is Branding?

Branding encompassees three elements: image, ethos and tone. Everything about you—your company, your website, your printed media, your color palette, the wordsmithing of your copy (and the font it is set in)—is part of creating a brand.  Branding that works creates a recognizable experience of what you have to offer.

Take a moment to think about Apple, Nike or Starbucks. What you instantly see or think of is the brand of the company. So, how do you develop a strong brand?

Know Your Audience

You cannot please everyone. The first step is figuring out who you are creating content for. Who do you want to attract? This is your target market. What are their tastes, interests and demographic? How do they communicate?  Once you’ve figured that out, you can begin to draw their attention.

Define a Purpose

There are two schools of thought in design: conceptual and ornamental. Conceptual design is creating work with intention. Ornamental design is creating a look strictly for its aesthetic quality. Conceptual design is the only way to stand out and get your brand noticed.

Be Consistent

Every graphic element, text, photograph and illustration needs to be part of the same whole. Embrace your vision and concept, your brand.

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