Branding encompasses businesses, products, services, individuals, and ideas. It reflects not only how customers perceive and feel about a product or service but also how we intend to communicate this information to others.
Brand design doesn't always require strict rules, as corporate (brand) identity does. The consistent use of symbols and manuals isn't always necessary. It's about creating an emotional experience that we want to evoke in the recipient and a way to engage them with the company, product, website, and more.
Branding shapes and coordinates the public's emotional response to the promoted object. It applies to all areas of graphic design and marketing, including print design and publication design.
The distinction between branding and business/corporate (brand) identity design lies in their focus. The former is an external, public process that begins with the client, while the latter deals with how a business or company positions itself in the market, often through elements like a logo.
For NO IDEA, branding represents a set of expectations, memories, stories, and relationships that influence a consumer's choice between one product or service and another. If the consumer's endorsement and advocacy aren't secured, then the product or service doesn't truly exist.
© Thanassis Gounaris | ΝΟ IDEA graphic design