Building a brand is far more involved than a coming up with a corporate design. Creating a logo, color palette and slogan without incorporating the strategic brand positioning practices is a failed attempt to build a brand. We are firm believers in developing brands that are based on strategic branding and brand development. So what are branding and brand development, and what is the difference between the two?
Branding is the consistent use of color, graphics, type and icons in advertising materials. It creates a standard for the look and feel of a brand. Branding decisions include choosing the font, style, border color, and text and logo positions. The standards that are established in the branding process have nothing to do with a logo or corporate design standards.
Brand development is the development of a communication of the U.S.P. (creating a tagline or sometimes a character/icon that server as a consistent reminders of a brand’s uniqueness).
For example, Red Bull is unique because unlike many other energy drinks, its cans don’t look like you have to be on the back of a Harley or partying back stage with an 80s rock band to be drinking it (I’m thinking Full Throttle, Monster and Rockstar). Red Bull isn’t there to get you amped-up for the craziest party of your life.
As its tagline says, Red Bull simply “gives you wings.” And from the looks of Red Bull’s Web site, there are many different ways that you can get your Red Bull wings. Whether you’re visiting Red Bull’s Fashion Factory, or surfing with the Red Bull Surf Team, Red Bull is the energy drink to have before doing it.
It’s so important to not be “just another company selling something that company A, B and C are selling.” That’s why we value the branding and brand development process so much. Let us know how we can help you build your brand.
