• Martyr Graff

Branding: More Than Meets The Eye

Let’s start off this topic with an important question, “What is a brand?” The word “brand” gets thrown around frequently but many who use it know not the full meaning or scope of what that entails for a business.

Is it a logo? Is it a color scheme? Is it a carefully crafted tag line? Is it a mascot? Is it a philosophy? The answer is yes, all of these things and more.

The original definition of “brand” is the name given to a product or service from a specific source. Used in this sense, “brand,” is similar to the current meaning of the word “trademark,” and is derived from the marks given to cattle by the ranchers who moved them across the plains. Hence a brand is a symbol or arrangement of words and/or images that combine to form a specific business identity. This brings us to another concept, which is, “identity.” An identity of an individual or a business cannot stand on one character trait alone, that would assume everything that we experience would at face value be one dimensional, have little meaning and be of no value to begin with. That is a scary notion to say the least.

The most popular brands like Coca-Cola, Apple, Nike, McDonalds, etc., have dedicated years of market research and incomprehensible amounts of funds to remain visible and relevant in an ever-evolving tech-heavy world. They have become staples in their respective industries and literally burned their iconic imagery into our brains to the point where we can recognize it by a small slice of the logo and from miles a way. Great brands are not born over night, even with an amazing logo, be it one of the first steps in the process. It takes time to establish, market and educate the public about the culture a brand represents. This is where a seasoned graphic designer and marketing team are worth their weight in gold to an emerging business.

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