Branding 101

Basic brand terminology

The world of marketing, advertising and communication can feel overwhelming when you first enter it, and branding is no exception. There is a flood of ambiguous terms and little information about what branding is and how it can support the purpose of our projects or businesses.

That is why at ichik·studio we decided to clarify some basic—and less basic—concepts in branding and corporate identity. This is how Branding 101 began: a series of posts offering an introductory journey into the world of branding, our world.

Whether you are simply curious, studying, exploring business opportunities, researching or analysing a market, these posts offer a useful starting point for understanding branding. We begin with the most ambiguous yet ubiquitous term, ‘the logo’, before exploring more specific questions: What is branding? How do you use it? What is it for? Is it useful for me? There will even be an article on communicating with your designer, design studio or agency.

Contents

• What is a logo?
• What is branding? (coming soon)
• The perfect logo (coming soon)
• Do I need a corporate identity? (coming soon)
• Does my design team speak another language? (coming soon)
• Brandformance (coming soon)
• Storytelling (coming soon)

This space is continually updated, so questions, comments and contributions are very welcome. As your ideas and suggestions arrive, we will keep updating our content and our own understanding.

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We know this information is not always within reach of people looking to establish their own brand. If you need to create or grow yours, ichik·studio can be your partner. Whether you are an entrepreneur brewing craft beer, providing holistic grooming services, creating your own music or running a sculpture school, we want to help you focus on what you love: your project. As the saying goes, stick to what you know best; our speciality is ideas.