What is branding? Most of us have a basic understanding of what branding is, that it is the image that a business or person projects to the wider world. However, if branding is an image it should, in my opinion, be worth a thousand words.
Because branding is more than just an image you project towards others. Branding should tell a story. The purpose is not to erect a wall in front of you with an image pasted onto it, but to invite people in.
So how appeal to the target group? We are all here to tell a story, and naturally we both judge and are drawn to the stories surrounding us. Branding is about telling the story that appeals to the target group, without it being calculated. As soon as the core, or driving force, of the project has been identified, the authentic story is easy to tell. The designer’s job then, is to design the visual elements that convey this truth and to create a telling and wholesome image.