Identity
and Branding are terms in Advertising or Marketing that need
clarification for would-be Advertising and Web Design professionals. Identity starts
when people see your logo and other visuals in website, print, TV, radio, and other
media channels. In general, Branding is a long process, but it will surely lead
you to the next step.
How do you
recognize a person? Would you say that “I saw that fat guy wearing eyeglasses
that we met last week with his wife at the mall”? Wouldn't the one being
referred feel awkward that what was said to him is not what he really is?
Likewise, how do people suppose to remember a company and its products? Of
course, its name should be easy remembered for it to be well recognized. The business identity elements (visual and
graphics) can help positioned a company’s name and products.
Nike
shoes for example can be differentiated from other shoes because of the logo,
the “Swoosh.” However, the logo is not the totality of the brand. The logo,
i.e., the “Swoosh” only symbolizes the brand. Brand recognition is most successful
when people can immediately state a brand through visual manifestations like
logos, slogan, and colors.
The
main purpose of creating a logo is to promote an instant public acknowledgment.
It must allow a company or its products be identified from the rest. Therefore,
logo must be unique. Allow your logo to speak for you! Yes, communicate through
your logo! But communication also needs feedback. It is not enough that the
customers plainly know your logo.
Identity starts with logo because it captures
attention. But attention only attracts customers— it doesn't assure you that
they will purchase your products or services. Now that you already catch the
customers’ attention, it's up to your customer to create the impression upon your
products. This is where Branding
encapsulates Identity. It's like what Quentin Harriott said that a brand has to
create 3 things in mind: promise, experience, and memory. Also, Jacob Cass
stated on his blog that a designer cannot “make” a brand – only the audience
can do this. A
designer forms the foundation of the brand.
After the customer recognized the brand and had a good experience and memory of
it, the more he will continue using the products.
