So let's talk about BRANDING. What is it? What does it mean? Why isn’t it just about corporate identity? These are all great questions that we want to cover. Also, we at Destination Moon are currently going through our own branding crisis and what better way to discuss BRANDING than to go through our process with those of you who are here to read about it.
First things first, let’s talk about what branding is and how it affects a business. Your brand is more than just your logo. Your brand is everything that makes up how the public sees your company. It’s the logo, the website, the colors, the layout of your physical space (if you have one), your advertising, your social media, and a bunch of other stuff. Let’s take a look at an example of a company that has their brand under control: Target.
When you analyze Target’s branding overall, you can see there’s a very distinct through line that shows unity from their logo all the way down to the feel of their store. Their brand is defined and strong and it elevates who they are and the culture that it creates. A brand is supposed to represent how people think and feel about a product. Target’s brand communicates that well. On Target’s corporate site, they mention how much good design is important to them and through their branding that’s definitely communicated. Their brand takes a very clean, simple, and modern approach that communicates how much they care about design and the understanding of how good design communicates trust in their brand.
Branding should take into account who your business is, who your target customer is, how your brand makes your customer feel, and how your business affects your customer’s life. Once you have that profile, then you can start to provide branding solutions to tick all the boxes and meet the needs of the brand (their identity, their website, their packaging, etc.). It’s the branding consultation portion of our process that really shakes out what the real challenges are for the client we work with and how we can provide the right solutions.
Next week, we’ll show how we actually went through the process ourselves to refocus our brand and decide what direction we want to go in next.