The word «Brand» comes from the act of identifying livestock with a mark burnt onto the skin in the American Midwest. By branding their animals, farmers could easily see the animals who belong to them.
In 1789, Andrew Pears «branded» his soap bars to make them stand out from other soaps from competitors. Then the Pears brand was born.
«Branding is a process that allows a company to differentiate itself and its products from the competitors, while also establishing positive links to its customers to create and preserve loyalty»
Everyone has different ideas of what a brand is, even if they are in the industry or not. Brand is a abstract thing that is difficult to define.
However, brand is NOT:
- A logo. Logo is just a symbol of the brand, it’s a small part of the brand.
- A product or a service.
- Is not a promise. Some people say a brand is a promise made to the consumer. A brand does act as a promise in a certain way, but that’s not what it is in essence.
A brand is more like a perception created in the customers heads and hearts. It’s different for each person, based on their experience with the brand.
A brand is also the reputation of the company. The messages that the company put out there for the consumer, the products and the culture within the company.
I took a course on LinkedInlearning about branding to learn more about it, this is my certificate.
I also learned how much branding effects us, and even can change how we behave. The brands we hold close can even be like family to us, and that’s really powerful.
It makes me understand how much power people who work within branding and digital design have when it comes to affecting people in behaviour and decisions.
As a graphic designer we need to have deep respect and empathy when we communicate visually.
– CDH 🧡
CDHGraphicDesign 
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