The Fundamentals of Branding
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For example purposes we will be using Renderforest as a branding example. I am not at all endorse by them, I just think they’re cool 🙂
Branding is a simple concept. It’s easy to learn and understand… if you break it down to it’s components.
According to Entrepreneur, branding is defined as, The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
As a the business owner of a social media marketing company, I would strongly agree with this definition.
Branding consist of a logo, color scheme, typography and, to take things a step further, consistency in content. In this very fun blog post, we will analyze each of these components, then look at it as a whole and finally, how it applies to Instagram. We will use Renderforest as an example and will analyze how they used branding. Renderforest is a free online video production platform which allows individuals and business to create high quality video for their business.
You can be creative when it comes to color scheme. Meaning the colors do not need to follow the company’s culture, message, principles.
Side Note: However, the color scheme is usually gives individuals a certain type of vibe and is connected to a company’s reputation. Color schemes are usually 2-4 colors. These colors will be used for pretty much everything. The colors of a company also give
In Renderforest, their color scheme is shades of blue however, shades of blue is a hard color scheme to work with. So, for this article we will define it as green, orange and red. These colors are very earthy and have a direct correlation to a forest(Renderforest). So, by having these earth like colors would make sense.
The logo of a company is the visual representation of a company. It should be unique and should be consistent with the color scheme. The logo should be placed everywhere! On every flyer, advertisement, brand video. There is some wiggle room when it comes to creativity but the logo should relation to the service or product of the company. By being an online video and animation program, having a triangle as the logo makes sense. People relate the logo as a play button from Youtube or the play button on numerous old school devices.
Like color scheme, you have creative freedom when it comes to typography. However, people usually relate typography with the reputation of a brand. As you can see, there is a certain type of vibe that you get from the typography. What vibe or feeling do you get when looking at Renderforest typography? For me, I get a futuristic vibe. The characteristics that I would used to describe the typography is slick, clean, and modern.
Branding in Content
We finished with the hard part now we move onto the fun stuff! Posting content on social media. As a social media marketer, I consider content as a component of branding because content can separate a business from the pack. The level of quality of content and the type of content can define the style of a business’ social media account.
Side Note: Be consistent! Any text or color in which you can control should follow your color scheme and typography.
All of these components are simple ideas, however, they as high in importance. They serve as the foundation of any company and should be worked on until it fulfill all the needs of the company or owner. A company’s branding is the transition from the back of the house to the front of the house and touches upon a company’s reputation and what they think about it.
An example of this is Mcdonald’s, their logo is an M and can usually cause an emotional reaction. This is further proved with Pepsi, their logo has the capability of causing thirst. When it comes to branding, you should be consistent in color scheme, typography, style of graphics(including logo).
What color scheme will you have? Is there a message you would like to get across? Which is more important for you, typography or color scheme?