Why branding is big

What we’ve been working on: Branding, or the visual associations with your product or service, such as the logo, signage, typeface or colour palette. Branding also incorporates more intangible factors, such as the way you communicate with customers, or the way your brand is perceived in the marketplace.

Why it matters: In a crowded marketplace, branding is one of the most important ways of differentiating your product. Think about petrol – Shell, BP or Caltex, to name a few. The actual stuff that goes into your car is no different depending on the company. But the brand perceptions vary enormously, from eco-innovator (Shell) to tech giant (BP).

How this can help you: To set yourself apart from competitors, you must decide what kind of brand you want to be and how you will communicate this visually. This in turn will influence the cost of your product, packaging, marketing and advertising strategies, distribution channels, and more. Branding is all about establishing an identity, and becoming recognised for it.