Branding

Brand Identity

Your brand is your image

Your Brand = Your Image

Havre de Grace Design understands that everything your company does is an outward expression of your brand – including name, trademark, communications, and visual appearance.  Absolutely everything you present to the public is brand identity. It reflects how you, the owner, wants the consumer to perceive your brand – and by extension the branded company, organization, product or service. Good brand means good results.

This is in contrast to the brand image, which is a customer’s mental picture of a brand.  At Havre de Grace Desing we work with the brand owner to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand’s differentiation from competitors and brand image is how the customer perceives the experience before setting foot in the door. The brand identity is what the owner wants to communicate to its potential consumers.

The brand never changes but the perception, over time, will evolve, gaining new attributes from consumer input.

Visual Brand Identity

The company’s brand can also be used to attract customers, if the brand of a company is well established and has goodwill the recognition and perception of a brand is highly influenced by its visual presentation. For Havre de Grace Design that means we fuss over everything from typography to imagery. Because a brand’s visual identity is the overall communication method understood by the customer at a glance.

Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, color palettes, and graphic elements. At the core of every brand identity is a brand mark, or logo. In the United States, brand identity and logo design naturally grew out of the Modernist movement in the 1950s and greatly drew on the principles of that movement – simplicity (Mies van der Rohe’s principle of “Less is more”) and geometric abstraction. These principles can be observed in the work of the pioneers of the practice of visual brand identity design, such as Paul Rand, Chermayeff & Geismar and Saul Bass.

Color is a particularly important element of visual brand identity and color mapping provides an effective way of ensuring color contributes to differentiation in a visually cluttered marketplace (O’Connor, 2011).

Brand trust

Brand trust is the intrinsic ‘believability’ that any entity evokes. In the commercial world, the intangible aspect of Brand trust impacts the behavior and performance of its business stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment. This, in turn, metamorphoses normal people who have an indirect or direct stake in the organization into devoted ambassadors, leading to concomitant advantages like easier acceptability of brand extensions, perception of premium, and acceptance of temporary quality deficiencies.

Brand trust is the intrinsic ‘believability’ that any entity evokes. In the commercial world, the intangible aspect of Brand trust impacts the behavior and performance of its business stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment. This, in turn, metamorphoses normal people who have an indirect or direct stake in the organization into devoted ambassadors, leading to concomitant advantages like easier acceptability of brand extensions, perception of premium, and acceptance of temporary quality deficiencies.

The Brand Trust Report is a syndicated primary research that has elaborated on this metric of brand trust. It is a result of action, behavior, communication and attitude of an entity, with the most Trust results emerging from its action component. Action of the entity is most important in creating trust in all those audiences who directly engage with the brand, the primary experience carrying primary audiences. However, the tools of communications play a vital role in the transferring the trust experience to audiences which have never experienced the brand, the all important secondary audience.

Want to know more?  Call Havre de Grace Design at 443-252-6170 

100%