Common branding terms that graphic designers use and what they mean for your business
Branding your business can feel a bit daunting. You know it’s an important task and that great branding can speak to your dream customers and keep them coming back for more, thus making your return on investment exponential!
So therefore you spend ages researching and looking for a designer. Then when you find one they use strange branding terms that you have never heard of before and you start to panic!
It can feel confusing and exhausting trying to figure out and keep up with what your designer is talking about. However, have no fear it’s not actually too hard to get your head around, shall we dive into some common branding terms?
A brand is a name given to a product or service that takes on an identity. This is through many design elements which come together to create a perception of what you do/sell for a specific audience.
A change in direction for your brand. You may; be offering a different service or product, have a different target audience, evolved as a business or DIYed your branding when you first started but now it needs a set of professional hands.
Many businesses big or small will have re-brands to make sure they are creating the right brand message to their target customer as they naturally evolve over time.
A logo is a form of identification of your brand. A logo represents the brand but, is not the brand itself. When a consumer looks at a logo it should symbolise your product or service, not be it. A logo is one of the elements that builds up a brand identity.
Click here to read more about why a brand isn’t just a logo.
Your primary logo is your main logo. It will include your business name and/or a simple illustration or icon. It is normally your customers first touch point with your brand and is highly important.
USE OF IMAGERY
This is how you treat a picture. Most brands use images to help communicate ideas or show products to their customers. How you use your imagery can be another element used to build up your brand identity and again the way in which it is used can determine a certain look or feel.
There are many ways in which images can be represented. Ever heard of the expression, “a picture is worth a thousand words?” Well you can also do about a thousand things with an image. How are the pictures shot? From what angles? Are they candid or staged? Are they colour graded? Black and white? Do they have graphic elements on them? The list could go on and on.
TONE OF VOICE
This is how your brand speaks to your target customer. For instance, you could choose for your tone of voice to be professional and serious or lighthearted and chatty. Tone of voice is an element which builds up your brand identity. A graphic designer can help determine where your tone of voice should sit which compliments the rest of the brand they have built. However, normally this role is then given to a copywriter who can you help you further with this.
Lots of love, Melissa x