Brand identity design is the outward expression of an organization, product or service which includes its name, logo and overall visual appearance.
It underlines who you are and is the fundamental means of customer recognition, a signpost. It’s the first thing that your customer identifies with your company and symbolizes the brand’s differentiation from your competitors i.e. communicates your uniqueness quickly and effectively.
In today's world where the word “branding” is colloquially much used and abused it’s often commonly thought that a logo is the brand. This couldn’t be further from the truth. A logo is a very important element of branding but it is not ‘the brand’, only a small piece of the whole entity. It is simply an icon that indicates it’s existence, a system used to lend a clear and consistent voice for your product or service. It doesn’t change who you are; it just amplifies how you are perceived by others. Your logo or identity in conjunction with your brand help people understand who you are and what you offer.
A company or product logo identity is the visual bridging the gap between your brand and your customers. It turns your name into a visual trigger, forming a connection in the minds of your customers with the values your brand stands for. It is important therefore, that the implementation of that identity throughout your communication strategy does the same. A well designed and crafted identity amounts to nothing if putting it into practice is haphazard and poorly thought out.
Where as Marketing is about instance. It is not about developing loyalty or any kind or long term relations. It’s about what you can do to sell here and now, instantly. It’s about doing anything just to sell.
Branding on the other hand is about attracting not just any client but the client who loves what you can do. A client who shares your values and believes in what you believe. A client who will become your ambassador, fan and evangelist. Branding is about truth, faith and loyalty. Branding is about developing identity and personality and establishing and sustaining long loving relationships full of devotion. Branding enables you to command premium and eventually make some money.
Marketing is about increasing clarity in your targeting audience and hence boosting your creativity.