02/26/2026
What is branding?
Branding is not a logo, colors, a website, or stationery. It should not cost $200 or be completed in a week.
Branding begins with meeting with a client and understanding their business, competitive niche, message, and communication with their target audience. Once these aspects are understood and agreed upon between the designer and client, branding can begin.
The process may vary among different designers or firms, but the psychology of colors, shapes, styles, and audiences is considered. Branding also includes the writing of copy, including voice, tone, and word choice. Logo concepts and layouts of various items should be presented and discussed, not solely for client feedback, but to assist the client in understanding the rationale behind design choices.
Ultimately, branding evokes an emotion and visually reinforces the client’s vision and mission statement. When all these elements converge, it supports and defines a brand.
If you’ve ever wondered why some brands feel cohesive and others don’t — this is usually why.
