One thing that we have clear in the world of communication, advertising and marketing is that everything related to a brand is branding: from its logotype and its packaging to the air freshener or the music in its establishments, going through its social media profiles, brand values, and a huge etcetera. Nevertheless, not all brands are conscious of the influence every little decision has in the building of a brand, and they fall in a mistake that in Crece we’ve called “doing two thirds of branding”.
As everything done, said or thought by a person define him/her, brands are also built from each and every detail surrounding them. Consumers and clients will have a specific positioning of a brand that can be defined by many inputs transcending the graphic design. In spite of that, there are a lot of brands that develop an aesthetically correct logo and a defined and functional visual identity and they think that it’s enough. These brands, in our opinion, do two thirds of branding.
You know that in Crece we firmly believe in the power of the graphic design to define a brand and differentiate it from the others. Although with a potent logotype many things of a brand can be transmitted, this is not enough. When doing branding, it is essential to develop a brand from all its slopes. Like this, you will create a transversal and complete identity that will give strength and recognition to it, and with that a lot more messages can be sent to achieve the clients to know and empathise with the brand and, consequently, consume it more.
So you understand what we’re trying to say, we will put a graphic example. What do you think would happen if we took famous brands’ logos and we just kept two thirds of them? Indeed they would lose a lot of communicating strength, right? So, in the same way, a brand that doesn’t define all its branding will end up doing two thirds of branding and losing its communication power. Luckily the brands we put as an example do such an integral and potent branding that even though we modify their logo we still recognise them.
