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Niki Jacob - Advertising Art & Design Instructor

Branding 101


You could describe a BRAND as an organization, product, or service with a personality that is shaped by the perceptions of the audience. Je Bezos, owner of Amazon and subsequently the world’s richest man, said it best: “A brand is literally what people say about your business when you’re not in the room”. Basically, everything they *think* and *feel*, which is why branding is so important.

The IDENTITY or image of a company is made up of many visual & sensual devices like:

  • A Logo (The symbol of the entire identity & brand)
  • Stationery (Letterhead + business card + envelopes, etc.)
  • Marketing Collateral (Flyers, books, websites, etc.)
  • Products & Packaging
  • Other Sensual Communication (Audio, smell, touch, etc.)

All of these represent a brand’s identity and should support the brand as a whole.

A LOGO should identify the business in a simple way that is recognizable and memorable. It does not literally show what the business does. ie. A car logo does not show a car.


Just like there are many different types of brands, there are lots of different types of branding out there. Branding isn’t one-size-fits-all; the most effective strategies are highly personalized to the companies, groups, and creators using them. That’s because it’s all about personality.

A brand is basically a company’s personality; branding is the steps a company takes to express that personality. But, developing a unique persona does more than making a company feel like a character. When it’s done effectively, branding positions an organization (or an individual, or a movement, or even a specific product) as a leader in their field and communicates to consumers that it’s the ideal choice for them and their lifestyle.

As a new entrepreneur, content creator or simply an individual undergoing personal growth, understanding branding and how to do it well is one of the key ingredients for success.

3. Brand Development

Brand development is a strategic process of creating and distinguishing your company’s image, products and services from your competitors. 

Brand development includes aligning your brand with your business objectives, communicating your brand to your target market, and updating or strengthening your brand as necessary.

Brand development is ongoing, with goals acting more or less as benchmarks, signifying new ideas and products as your company grows. Therefore, your strategy may evolve through the years as culture changes and you reach new audiences.

4. Brand Guidelines

Having a guideline allows your brand to maintain the appearance every it goes in order to build the brand recognition.



Brand Guidelines at its Finest