Boundaries of Identity and Branding

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.