THE TWO OBJECTIVES OF BRANDING

In today’s age we all know that branding is key. We all know how important it is and what a big role it plays in the success of a business/ brand. Of course there are levels of branding and different brands seek different outputs

From basic elements like visual branding, logo, packaging to defining the intangibles at work place that define culture; all comes under branding. For the many years that I have spent doing branding, observing brands; I feel the need to ask, what’s the real objective of branding? How do we arrive at something and decide - ‘ Yes! This is it’? Unless we have this answer; usually our judgement comes from personal experience, personal taste, trends etc.

Instead its Impact and Emotion. Does the creative/ communication create impact? Does it evoke the right emotion? These question fundamentally will always help us make right choices.

Under Impact, we classify elements as good visual design, the look, the photography, the colours etc. Is the communication impactful? Is it engaging? Under Emotion, we evaluate if the visual design is conveying the emotion the brand stands for? Is the communication evoking or engaging the emotion we started with? And of course there is a process and tangible deliverable at the drawing board to assess these outcomes.

On a broader level, if we ask these questions and follow it as a process; we feel the outcomes will be far more authentic and accurate.

Lets look for ‘impact’ and ‘Emotion’. We will talk about these in specific detail in the coming blogs.

Till Then

Have a Good Design