Branding and Identity

Branding and identity is certainly not a light topic – hundreds of books have been written about it. However to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is endorsed by the perceptions of the audience.

  • What is a brand? – The perceived emotional corporate image as a whole
  • What is an identity?The visual aspects that form part of the overall brand.
  • What is a logo?A logo identifies a business in its simplest form via the use of a mark or icon.

Many people believe branding and identity only consists of a few elements – some colours, some fonts, a logo, a slogan or tag line and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’.

The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

So let Fresh Flow work with you to finetune your brand and promote a quality identity!

A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, working together to form a perceived image for a business, product or service.

So for the avoidance of any doubt; the way that our designers approach this subject is best clarified by clarifying our interpretation of the various meanings.

So, if you are looking to brand, re-brand or in fact re-inforce your corporate identity, please don’t hesitate to contact our marketing department and speak to one of our experts on 01443 440080.

Don’t be afraid to give up the good for the great!