Breaking Down Branding – Part 2: Visualizing Your Brand

In part one of this series we examined the definition of a brand and how it’s not just what you see.  In part two however, we break down branding into visual aspects.

To achieve the positive emotional goal that you desire from your audience, your brand likely relies on a series of visuals.  These visuals can be considered your brand identity.  Your corporate identity should not be taken lightly either.  After all, it’s this identity that allows people to recognize you.

Oh, hello tasty apple. I almost didn't recognize you without Steve Jobs' hands in my pockets. How's the wife and kids?

An identity consists of a long list of visual accessories that are designed to reinforce your brand.  This includes logos, promotional materials like brochures and websites, packaging, business cards, envelopes, storefront signage and the list goes on.  Even the things that aren’t literally seen with one’s eyes, like radio commercials or distinguished scents, are still considered part of your identity.  The goal of all these items is to cohesively support and strengthen your brand – which, as we discussed in part one of this series, is the initiation of an emotion in your audience.

In order for these visuals to be effective, it’s also important that there be some form of unity between them.  The ‘look’ of your brand allows a person to become familiar with your business.  Colors, slogans and various forms of advertising are again all part of the repetition to get people accustomed to your brand and enhance those perceived emotions.

In part 3 we’ll look at summarizing your brand into one entity – your logo.