Many a times, the term “branding” is often misunderstood in a lot of ways. Especially in the design world, we often limit our definition of branding as creating a logo for a company. But in reality, branding is much more than just creating a logo.
In my journey of being a professional designer, I understood that brand building is one of the strongest pillars to create a successful business. Nonetheless, I believe in order to create a strong brand, using the right vocabulary helps you align with the team and your consumers to make branding decisions easier.
In order to help you, I am sharing a few terms below that would be useful for you to understand the language better.
Starting from 5th most important on my list..
This is one of the most important terms to understand as a designer once you have the visual identity in place. It basically means to have all the brand elements together to create a cohesive experience for people consuming the brand. It could be the employees striving to create the product/service or the consumers using the product. The brand should work in harmony for all.
This would be helpful for designers who are working in-house. Brand Assimilation involves training the employees to sustain the brand prospects whenever they are in contact with potential customers. This helps in sustaining the brand experience and it becomes easier for consumers to Live the Brand in context to the brand architecture.
You must have heard of User Experience (UX) most of the times in the industry. But trust me BX is no less cooler or important than UX.
Wondering how is Brand Experience different than UX?
Basically, Brand Experience is nothing but what the knowledge you provide by letting the consumers use your brand. A website, social media, merchandise or any other form tangible or digital collaterals are all different elements of brand experience. Hence having a strong visual experience for your brand is important.
A good example of BX I personally like is Starbucks! it’s one of the most relevant examples I can think which has a consistent Brand Experience all over the globe.
Brand Vision is commonly known as “Vision Statement”. This is most impactful for early stage startups. Brand Vision is a theoretical projection of where the brand will be in the foreseeable future. In most cases, the tenure is mostly for the long term i.e 15- 25 years. Brand Vision acts like a pivot to maintain the long-term direction for the brand.
E.g : Google’s Vision Statement👇
To provide access to the worlds information in one click
Also known as the “Mission Statement”. Often times brand mission and vision statement are used interchangeably. But they are two very different things. Mission statement is basically what you or your company is doing right now. It is a statement that is connected to selling the products and services that best represent your brand.
Note : A mission statement is not a slogan or a tagline.
E.g : Google’s Mission Statement👇
To organise the worlds information and make it universally accessible and useful.
Although there are more terms which might help you understand the branding world deeper. I feel these 5 terms are very relevant to Brand Designers and Creative Strategists. So if you aspire to become one, do follow me on my social links below to get more such information around branding.
Cheers!
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