Branding

As a graphic designer I would have told you that a brand is a graphic representation of a product and or service. Which is half right. From an art director’s perspective it is so much more because we understand that the brand lives in the consumer’s world. A brand’s perspective is in their mind and no matter how well you make your brand look the truth is known by the consumer’s who are the true owners of your brand.

Branding is more associated with experiences than anything else. Brands can have sounds and smells. They are interactive. They are animated and social. All the qualities of a brand cannot be captured in brochure or a logo until that brand can be experienced, shared, and otherwise proven or discredited. Brand are an intangible things that needs to evolve over time from a lifeline that can only be given by the people who claim it as part of their culture. Understanding that culture is the first step to creating a brand.