What is the Importance of Brand Building?
You should really be consistent in all forms of media to have a solid, recognizable voice. Any visual representation of your company should in some way convey the branding of your company. Not to say everything should be a carbon copy of the other elements. A photograph should be able to convey an image in the same “voice” as an art element.
For example, a Target commercial presents itself in such a way that you can tell it’s a Target commercial before you even see the logo.� The choice of music, the style of the footage shot, the cadence of the editing…something just “feels” like Target even before you know it is.
This goes much further than a trademark or a logo. It is a continuous message, image or feeling that carries through everything that comes from your company.
To build a brand you must determine what you’re trying to convey and to whom it is intended. It may be a lifestyle, emotion or status. The key is to check everything against the message of the brand. This allows a lot of freedom in design styles as long as it supports the message of the brand.
The goal is to differentiate and to create a unique brand. The challenge is to hold that together in a unifying voice.