Branding
Branding is the deliberate building of a brand — from positioning, name and message through visual identity to every touchpoint where customers encounter the brand.
A brand is more than a logo: it is the image people have of a company in their minds. Branding ensures this image is clear, consistent and distinctive.
It starts with positioning: what does the company stand for, for whom, and what sets it apart? Name, language, design and behaviour at all touchpoints follow from this — from the website to the phone call.
For Candli, for example, Circle built a brand from naming through the complete look to the online shop; at agroplanta, the corporate design with logo, colours, typography and imagery was completely redesigned.
What to look out for
- Formulate the positioning in one sentence: for whom, what, why different?
- Derive name, language and design from the positioning.
- List all touchpoints and design them consistently.
- Create a style guide for design and language.
- Review the brand regularly without constantly reinventing it.
Common mistakes
- Branding is equated with logo design.
- Every channel speaks in a different tone.
- The brand is redesigned with every new trend and loses recognition.
Frequently asked questions
Corporate design is the visual appearance. Branding is broader and also covers positioning, name, language and the experience at all touchpoints.
Yes — they especially benefit from clear positioning because it helps them stand out from larger competitors.
More in our article: Why a brand is more than a logo