A ‘brand’ refers to a look and personality. It’s a feeling that we get when we think about it. It is expressed in many different ways.
With our senses, we can see, touch, and sometimes even smell brands. How does a brand get to this level of ‘sense’?
One of the biggest factors is time. It takes time for a brand to lay its foundation.
Through regular communication and most importantly, delivering for its audience, a brand can establish a connection with its audience.
Over time, ‘Brand Visuals’ with a cohesive look embeds itself in our minds. We begin to recognise styles and facets of a brand. It can get to a point that when we hear, see or think about it, we can build a visual connection in our minds about the brand.
In today’s world, we can experience brands through multiple platforms. Think about printed materials such as brochures, billboards, or product packaging as an example. Also, digital devices such as mobile phones, tablets, and screens. The brand is everywhere, ready to express itself.
At the core of a brand, lies identity. From the identity stems the voice, culture, and value that a brand can bring. The visual design, associated colours, styles, and brand assets to name a few become crystalised to help deliver ‘brand’.
Why does expressing the brand matter?
Expressing a brand that is centered around the needs of the audience is essential. It helps to establish a connection between the brand and the audience.
If we look further, defining the approach for the brand and whether it should have a professional, or more creative approach. Or, perhaps it needs to be something unique?
Surfacing what matters for the brand matters. Examining culture, image, identity, and personality to name a few, helps to shape the brand.
Importantly, looking at how the brand ‘adds value to the end user’ is fundamental.
From here, everything can be expressed.