Brand Basics

Do you know what makes up a brand identity?

This summary has been taken from Liquidagency a thoughtleader agency in branding. Branding is ultimately about whether someone will pay more (or less) for a product or service from one company (brand) over another.  The most valuable brands in the world can and do charge a premium price and customers go out of their way to find and buy that particular brand.  (It's not just about the logo!) Branding is what people think (believe) about the reputation of a company, product or person (it may not be accurate) A brand identity is the sum of many parts:  the logo and tagline, the brand personality, messaging and the visual elements (font, colors, graphics) for how the brand will be presented.  Learn what's involved to create and update a brand identity. Each of these items (and more) help create differentiation from the competitive alternatives, while projecting the personality of the brand. And, when done right they can help create preference for the brand.

Brand Strategy Without a sound brand strategy, you can't deliver effective branding programs. That's why we help companies articulate the fundamental essence of their brand, by clearly defining the brand purpose, value to its customers and personality.

Positioning Positioning is about finding the key differentiators and making sure they are relevant, sustainable and defendable. We conduct workshops, execute research, evaluate the competitive landscape - and ultimately we help companies uncover what gives their brand an edge over their competitors.

Architecture As brands grow, things can get complicated. Sometimes due to acquisitions, other times to a proliferation of products...or relationships with other brands, sub-brands and brand extensions. We work with our clients to define brand architectures that make order from what can be a chaotic landscape.

Messaging Messages must resonate with different audiences. We develop detailed brand messaging documents that help brands be fluid enough to connect with various types of audiences in different marketplaces, and cultures.

Naming The right name can make the difference between a memorable brand, and one that goes unnoticed. We help determine whether a name should be descriptive, suggestive, arbitrary, or fanciful, and we develop corporate names, product names and entire naming architectures.

Logo A brand is not a logo. That said, a well designed logo is a fundamental component of a successful brand identity. Our award-winning design teams know how to design memorable and meaningful icons that make an impact worldwide.

Visual Language Successful brands develop a unique visual language that reflects the qualities of the brand. We've helped many companies find their voice and sense of style, and build image libraries that enables them to create marketing materials that are always on brand.

Style Guide A brand is an asset, and it should be managed carefully. We know how to build a wide variety of tools, from logo usage guidelines to comprehensive brand guidelines.

Packaging Packaging can take many forms, from boxes to clamshells. We've worked on many diverse packaging projects, and we understand how to leverage packaging to showcase the brand, stand out on the shelf - and ultimately have people take the item to the cash register.

Materials Brochures. Annual Reports. Catalogs. Newsletters. Posters. You name it...we've done it. These days lots often literature takes the form of a PDF. We still design our fair share of printed pieces, and love doing it, but we have also mastered the art of designing literature that is distributed digitally.

Advertising Today, advertising has become one of the components of an integrated approach to brand building. We are just as comfortable developing a print campaign as well as online banners...or billboards, for that matter. And think it's best if it all works together.

Workplace Corporate environments are an important extension of a brand. They are opportunities to influence the way that employees and customers perceive and interact with the brand in a very tangible and experiential manner.

Retail POP solutions, and merchandising programs. And, whenever possible, we like to integrate interactive elements into the retail experience.