What the heck is branding, anyways?
I know "branding" is kind of a buzz word. And unless you are immersed in the world of branding or marketing, it probably doesn't make complete sense!
What the heck does it even mean????
1. a particular product or a characteristic that serves to identify a particular product
2. a trade name or trademark
3. a particular kind or variety
4. kind, grade, or make, as indicated by a stamp, trademark, or the like
5. a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.
But, what does branding mean in my world?
It means helping to enhance your identity and characteristics so that the things you create look just like you. It's crafting a color palette, a logo and developing brand specific elements so you can easily apply them to your handiwork. Pretty much everything you can think of can be branded - packaging, labels, stickers, anything - and putting your signature touch on all of the little details helps the things you offer stand out!
If you are a business owner, this can solve a lot of problems and helps to decrease the amount of choices you have to make when you advertise or promote your stuff. Hooray for less choices!!!
It also makes you look polished and professional, something that you are truly proud to show off. And that feels good!
jessica breeden designs brand identity - from top: brand inspiration board, logo, and brand style guide.
The experience of branding
Branding started out long, long ago, doing much of the same things it does now. Although these days we don't normally use fire and hot irons to display our trademarks, we still gravitate towards things that have a bold mark in them. It's a proven method.
Quite literally, if someone is going to see, touch, taste, smell or otherwise interact with your business - you want to be in charge of boldly crafting their experience. That is how they will remember you specifically.
The first business that comes to my mind is Stitch Fix. This is a service that sends styled wardrobes to your house for you try before you commit. After going through their style questions, they send you a box full of delightful hand-picked goodies. The whole process is branded, curated and composed of little glimpses of that companies style. Each package arrives in a colorfully accented box, the tissue paper and small branded stickers make you feel like you are opening a present. Inside a newsletter awaits you, showing you the pieces and pictures of how to style your options. The hope is that this makes your experience both easy and luxurious, a successful brand campaign indeed!
There is no limit to what can be branded. I can think immediately of a dozen more companies who have perfected the art of branding in their experiences, packaging and messaging. There are SO many ways you can express yourself through your brand identity. And believe it or not, it involves so much of the stuff you are already doing!
If this seems like something you'd be interested in exploring or seeing how it could work for you, download my brand questionnaire. I love chatting about branding and answering any questions about it, so feel free to email me!
Every week I'll be dropping off a piece of inspiration, a little bit of something to think about, the best of the best of branding, design and overall simplicity living! I find inspiration EVERYWHERE and I'm excited for you to come along on the adventures!