The Tribune

YOU may often hear people ask the question: "Aren't branding and graphic design basically the same thing?" The truth is, yes, they go hand-in-hand, but they are also significantly different.

Branding can be defined simply as a mark that indicates ownership or distinction. In fact, branding has been recognised much longer than graphic design. It was established even before logos were conceptualised but, before we venture too far, let's start with some definitions.

Most successful clients realise that branding goes much deeper than just a few graphic pieces. Branding is the 'X Factor' that brings instant distinction and notoriety, featuring elements that make you or your company unique.

With that being said, branding your business goes beyond just a logo for it encompasses the overall product that is you or your company. This would include things such as colours, fonts, slogans, messaging, photography, video and persona. Your brand is your first impression. It is your constant spokesperson.

All of these influences are important to define before building sites, making printable materials or selling products. If you do not know who you are, and are unable to define yourself visually, then imagine how much harder it is for a client to easily form an opinion of you.

Different colours can present you as warm and inviting, or cold and serious. Likewise, creative messaging can present you as customer-focused or give a different impression entirely. All of this should be conceptualised and implemented in the branding process.

So, if we were to define branding now, it might look like this: The cumulative visual, verbal and written elements of an entity that work together, and become the full representation of who they are and what they are all about.

Graphic Design

Now that we have a good understanding of branding, let's talk about Graphic Design.

Graphic Design is the art or profession of visual communication that combines images, words and ideas to convey information to an audience and produce a specific effect.

The question that should be asked with every Graphic Design element is this: "Is this consistent with our brand?"

Graphic Design comes in all shapes, sizes and functions. It appears on business cards, flyers, commercial spots, websites and even the logo. All pieces must be then be refined until they complement, enforce and empower your brand/message even more.

One of the biggest hurdles for designers to conquer is to employ restraint. Being a designer myself, I find myself mentally saying 'no' more than I say 'yes'. My job is to have a plethora of ideas and remain inspired on a daily basis, but it also involves not accepting the first idea that comes into my head.

I have already confessed to having a very active mind. Thus I use critical thinking to refine design choices and accurately convey the brand's message. This all revolves around the strength of the overall brand. The more clearly stated the brand, the more I am able to add to it with what I do as a designer.

Branding is one of the most important parts of an entity. It can really make or break you when it comes to an outsider's first impression of who you are and what you do. Inconsistency in a brand has an intangible effect on people.

If a brand is inconsistent there is often a little bit of uncertainty, causing a lack of confidence in you and what you do, but the reasons are often not recognised and simply felt.

This is why having a solid brand that conveys a consistent, strong and clearly-stated message is of the utmost importance. The tension is not branding versus graphic design, but how branding and graphic design work hand-in-hand.

Graphic design is the process that visually enhances your brand, and makes it a fully cohesive message in visual form. Everything that is done in the world of graphic design should always put the brand first and the creative ideas second.

It may amount to rejecting great art concepts that everyone loves to look at for something that is a little less flashy and more functional, but if it adds depth to the brand then it is a win for everyone. Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game,

NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST:Deidre Marie Bastian is a professionally trained Graphic Designer/Marketing Coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.