The hashtag #branding gets overplayed these days. Everything from a little desktop doodle to a Starbucks cup gets tagged! So what is the exact definition of branding or brand identity?
Local designer and typographer Daniel Gurwin joins us this week on the latest episode of The Carnage Podcast to provide some clarity.
Why should a marketer care what a designer has to say? Well believe it or not… your conversions count on it! Understanding that brand identity is more than a logo, and that it actually covers any visual representation of the brand, is essential to understanding marketing.
If your creative or copywriting is off-brand, there could be a massive disconnect with your customers.
Dan also explains best practices to communicate your needs to a designer to get quality results.
Here are a few of the gems we plucked out of the episode:
- (04:13) The brand identity is the logo, it’s the way typography is used, those fonts, the feel of those fonts, the color palette, the photo styling. Anything that’s a visual expression of the tone of that brand is brand identity. How that brand looks.
- (07:30) One of the most common mistakes in a creative brief is pointing directly to other brands and other logos and saying, “I would like something that looks like this.
- (13:21) What’s the number one thing to consider when hiring a designer? Be prepared to have a budget that reflects the amount of responsibility you want your designer to own. Not the amount of work you want them to do, or the amount of time you want them involved.
- (17:23) Speak candidly in business terms with your designer and be clear about your goals and expectations. Let them in on what you know, so they’re solving the same problem.
This interview drives home the need for clear communication and open collaboration if you want to achieve world-class work.
