Even though on many occasions branding, branding and visual identity are generally considered to be the same, in reality, this is far from the truth. But what is true is that while you want a strong business you need to develop your branding, your brand and achieve a strong and cohesive identity, your logo design is not enough.
To understand the differences between brand, brand, and visual identity, and to build a great brand, there are three key terms you need to learn to understand their differences:
- Mark: how people perceive your business.
- Branding: the actions you take to create a specific image of your business.
- Brand Identity: all the tangible elements of your brand, which together create the brand’s image.
Before you get to grips with these branding, branding, and visual identity concepts, you need to know exactly what each purpose is.
¿What is branding?
The mark is a set of goods, services or “intangible” products of a company. It is a definition of an “emotional relationship” between customers and the business.
Branding can be defined as an experience. The core of the brand image consists of a mission, values, vision and the voice of the company. We could therefore say that it is the experience that the customer has with the brand. It’s how we share our brand with the public. What everyone remembers when thinking about your business. In a way, it’s the psychological relationship between your business and the customer.
Branding is the personality, the style of your business, it is what the customer sees and feels when using your product. This is what gives shape to your business and what sets it apart from your competition, among others.
In this way, one strategy that could be used to build the brand is how, what, where, when and with whom you want to share and show your brand’s messages and values.
Mentioned in a quote from Walter Landor
People “To fall in love“With brands, they trust them and believe in their superiority. A clear example is Apple. Many fans buy and will continue to buy their products, even if they are not the best or even the cheapest on the market.
¿What is brand identity / brand design?
Brand identity / brand design is what you can see and feel about a business. After seeing their pictures (some call it the visual identity). This includes colors, fonts, logos, alternative logos, graphic elements, photographs. The brand goes hand in hand with the brand identity, and sometimes it is difficult to distinguish between the two.
It will be easier to explain it with an example. Dior projects the image of an exclusive and elegant brand. And his style follows accordingly. That is why, they have a very simple website, with their iconic logo and also they use colors like black, white and some neutral colors. They also hire famous people to include in their ads, like Johnny Depp or Charlize Theron. It is the perfect combination of branding, branding, brand identity and brand design. And it helps to create a particular experience with the user, and in the end, this is the end goal of branding.
What is clear is that the brand image, the brand and the visual identity should go hand in hand. This way you will be able to recognize the brand even without seeing its logo.
The identity of a brand consists of the following elements:
- Key colors (color palette).
- Types of company letters.
- Standard typographic treatments.
- Consistent style for the images.
- A library of graphic elements.
Differences between brand and visual identity
- The brand is intangible. It’s what people see or have in mind when they think about your business. As mentioned earlier, branding is an experience. It’s what people associate with your brand. The first thing that comes to my mind.
- Brand identity is tangible, it’s like the face of the brand. It is the visual representation of a business. Brand identity is what you can see. This promotes brand recognition, which is what sets it apart from others.
All visual aspects of a brand can be considered as a brand identity. Other people call it a corporate identity.
What is true is that the number of elements of a brand’s identity system depends entirely on the number of touchpoints or applications to be designed for a brand.
How do branding and brand identity work together?
When you define a brand’s missions, values, goals, target audience or keywords, you are creating the foundation for branding. Brand identity is the visible face of the same brand. This is why you need to be sure that the face of your brand represents everything in a very distinctive, memorable and professional way.
Brand identity is the set of characteristics that define the values and mission of your company. Company logos, product design and business ethics. They are all part of your brand.
The goal of using all of these visual and physical elements is to create a positive impression on your customers. The identity of the brand also:
- Provides a unique feel to your products.
- Show your customers who you are and how you solve problems.
- Communicate what you want your customers to feel when using your products.
What is a logo?
The logo is a visual representation of the brand. It is the graphic symbol of your brand. To stand out from the crowd, it is important to invest time and money in your design. In the end, it is your graphic identity. By doing this, you will achieve a professional visual presence. And it will give consistency to all the other platforms in your business when it comes to visual looks.
The goal of creating a good logo is that you need to identify the business in a way that is recognizable and memorable in the minds of its users.
The IKEA logo, as you can see in the image above, has changed a lot over time, but has remained constant since 1967. Only changing its colors and keeping the shape and font. The combination of blue and yellow they use today is synonymous with confidence and reliability. But also, user-friendliness and affordable price. With the rounded, black font and oval frame, it feels like a strong, well-positioned and inclusive brand.
Examples of branding, branding and visual identity
Here are some clear examples of the use of branding, brand and visual identity.
Skype is a clear example of how branding, branding and visual identity combine. They launched a new logo, a more stylized version that represents the look and feel of the Microsoft logo. This design is part of a major transformation phase because the company has also changed the design of its website and its mobile application.
The new website design tries to offer more flexibility, allowing its users to personalize the platform with many different colors or by adding emojis to conversations.
Spotify’s style guide may look basic and green, but the brand is much more than its circular lime green logo. Spotify’s color scheme includes three color codes, while the rest of the company’s branding guidelines focus primarily on logo and cover variation. Spotify’s brand, brand and visual identity style guide lets you upload an icon of its logo, so it is easier to represent the brand without having to make it by hand.
3.- Jamie Oliver
Jamie Oliver has a pretty comprehensive style guide for his brand, brand and visual identity that covers the location of the logo in all of his kitchen products. The company also includes a wide color palette with each color, sorted by the product in which it is to appear.
4.- Herbal cuisine
Herban Kitchen has a unique palette of colors and textures in its style guide. These guidelines not only help show what the logo will look like, but also how different the exterior facades of the business will be for any potential client.
5.- Urban Outfitters
Image, color and tone of voice appear in the brand’s guidelines, inspired in California by Urban Outfitters. But the company is not afraid to include information about their ideal consumer and brand beliefs.
6.- I love to ride
Love to Ride is a bicycle company, the variety of colors they use in their style guide is visually pleasing. The brand guidelines include nine color codes and tons of logos and background details.
7.- I love New York
Despite their famous simple shirts, I Love New York also has a style guide for its brand. The company begins its guideline with a detailed explanation of its mission, vision, history, target audience and tone of voice.
8.- Helsinki University of the Arts
The Helsinki University of the Arts Style Guide is more of an art album than a traditional marketing guide. It shows you dozens of contexts available for using this school logo, including animation.
When it comes to its public brand assets, Netflix’s main focus is on processing its logo. The company offers a simple set of rules governing the size, spacing and placement of its famous all-caps typography. As well as a unique color code for its classic red logo.
If as a brand you need help improving your company’s branding, branding and visual identity, please feel free to get in touch with Antevenio. You will find what you are looking for. Don’t wait any longer and get more information.