A brand or you could say branding, mainly refers to the perceived image and subsequent emotional response to a company, its products and services. Additionally, it also represents the individual conversations that customers have with each other about the company. This is called word of mouth (WOM).

The Branding Journal defines a brand as:

“A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.”

A brand identity describes the visual components used to represent the company. The marketing collateral a brand sends out is carefully curated and designed internally by the company itself and represents how the company wants their brand to be perceived in the market. Most companies will also ensure their brand identity is consistent across social media too.

On the other side, you have brand image, which is the perceived value and associations a consumer has with a company’s brand. This is an aspect that the company can not control, due to the brand image a person holds about a brand is purely developed based on their social context, cultural background and how their or friends/family previous experience with the brand has been. The goal for the marketer should be to develop a positive and desirable brand image amongst its target market through the brand identity activities they performs.

A logo design should be simple…

The logo is one of the few central, identifiable visual elements that helps consumers discover, share and remember a companies brand and identity. A logo should be simple, memorable, timeless, versatile and appropriate.

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