Brand. Define it: Essential need to know for new start ups

Updated: May 13, 2020

“How much do you charge for a Logo?”

“Well, that depends on what exactly it is you want. Is it just a logo or do you want a full brand identity/strategy?”

“What are you talking about? My logo is my branding”

As a graphic designer and brand strategist its all too often, frighteningly so that these are conversations you have with budding new business owners and entrepreneurs.

What is a brand?

It’s not as daft of a question as it sounds. All too often the term is mis associated with having the right logos, iconography, style, and colours. Alas, it’s not as simple as one would hope.

‘Couple outraged to find Aldi label on their Waitrose vegetables
A couple who bought a packet of roasted vegetables from Waitrose were dismayed to find it was labelled from Aldi
They ordered the veg on Ocado, and it arrived seemingly fine, with the front of the packet reading as expected. Its underside told a different story, however, saying it had been ‘specially prepared’ for the budget supermarket. – METRO 18/11/2019’

It may seem a little far-fetched. But this illustrates perfectly the influence a brand can have on a consumer.

The same product packaged under different brands. This is where we can see the outraged couple are so passionately invested into the Waitrose brand, that discovering the contents (even though the same) were ‘specially prepared’ for Aldi, caused some displeasure.

This emotional response even though a little over the top is a result of a brand having achieved its goal. It has projected an image in such a sense of premium quality that when the brand's image has come into question, it evokes a passionate response from the audience the brand was designed to influence.

The result:

Loosely, a brand is the name given to a carefully crafted strategy that carries the ability to influence perception. Luckily, there are professional brand strategists to help!