Brand

Definition:

Although one meaning of brand is as a mark of disgrace, in desktop publishing brand is a mark of ownership. A brand can be a name, a phrase, a symbol or other feature that distinguishes one company, product, or service from another. Brand also encompasses the perception by the consumer of that company, product, or service. This concept of brand may be expressed as brand recognition or brand image.

Branding is what a company or organization does to develop and promote their brand.

"...branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem." — What is Branding and How Important is it to Your Marketing Strategy?, Laura Lake, About.com Marketing

Elements of a Brand

For the purposes of desktop publishing, the visual elements of the brand that are typically found in print (or on the Web) include:

• Name. The brand may include the name of the company as well as the names of various products or services.
• Logo or Wordmark
• Corporate colors
• Tagline, slogan, or catch phrases for the company or for a specific product or service.

Desktop Publishing and the Corporate Brand

In terms of the connection of brand with desktop publishing and graphic design, the logo is probably what first comes to mind followed closely by the print materials on which that logo appears. Even with the designer creating the letterhead or marketing brochure or the Web site is not the one who created the original logo and brand, when carrying that brand over to new materials the designer needs to know and understand how that company (large or small) sees their brand and where they want to take it or how they want to protect it. A branding guide, supplied by the client, is helpful to the designer who is creating new materials based on an existing brand.

"Logos are symbols or wordmarks that help to quickly, visually identify a company or organization. They are used in almost all printed materials a company produces and along with color and basic design elements the logo reinforces an organization's identity and name or brand awareness." — The Role of Desktop Publishing in Creating Corporate Identity Packages, About.com Desktop Publishing

• What Role Does Your Logo Play in Your Branding Strategy? by Laura Lake, About.com Guide to Marketing, looks at how the design of your logo can help or hurt your brand message.

• Branding Flexibility discusses the use of a branding guide or branding manual — a style guide for a brand.

Desktop Publishing and Your Personal Brand

Brands and branding may be normally associated with corporations but individuals can have a brand as well. Your personal or professional brand can help you get a job or advance further in your career. While desktop publishing may not help you in some aspects of personal branding such as your personal appearance and personality, it can help you put your best face forward when using such brand-building tools as a Web site, online profiles (Facebook, LinkedIn, etc.), as well as print and online resumés. Establish the visual look of your personal brand with your use of quality headshots, professional layouts (for print or Web pages), and professional font and color choices.

"It's important to create a personal brand that portrays you in a professional light and which provides employers and contacts with a strong positive impression of you as a high-caliber individual who would be an asset to their organization." — Professional Branding, Alison Doyle, About.com Job Searching

Also Known As: image | position