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Brand basics: what is a brand?

What is a brand and why do we need it?

We are appalled that the term “branding” gets tossed around here and there, where it doesn’t even belong.

It is definitely pivotal for us to define the term in their actuality.

To start with the term brand, branding, brand identity and logo are considered to be the same but they all have a different intent and work.


“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin

As the definition sums it up precisely, brand is so much broad and has a lot of depth beyond the visual brand identity, which is what we try and achieve with our clients. Successful businesses see the value of branding and are living example that lasting success comes from a clearly defined and comprehended brand.

Branding is the process of navigating, creating and articulating the brand’s essence. It uses a distinctive visual language and exude the goals and mission of the brand. It includes how a business is defined, its working, ethics and much much more.

Brand identity is a set of visual attributes aligned to brand’s essence, goals and mission. This includes the intent of typography brand uses to colours to logotype to the tone of your brand’s perception.

A strong brand identity looks far more professional and consistent than a company that who cuts corners with it. There’s a huge pile of brands who had a great business plan but failed only because they did not see the value of a strong brand and its advantage.

The reality is that brands have evolved and have transcended into our lives, from mass reactions of customers that forced GAP to take back their redesigned identity to Tropicana taking back their package design.

Take the example of Superdry. It grew exponential in its popularity and clocked a revenue of $$ in USD in the recession hit, fast fashion hit and overly saturated clothing market.

It’s a brand that is considered to be a Japanese clothing brand, with its distinctive visuals and garage 1970’s era inspired graphics,



Filed under: Brand, Design

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Kann collective is a multi disciplinary design studio that drives a brand centric solution for forward thinking and design conscious brands in lifestyle, luxury, creative and art domain.

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