The Difference Between Graphic Design and Branding
What is Graphic Design?
The graphic designer handles all visual solutions for the brand development process. They are the guardians of your visual identity so that, whatever is being issued visually, stays cohesive on every platform. Graphic design is anything that is created by a professional graphic designer for your business.
While the graphic designer’s contribution to the brand development process is primarily at the end (because they are the ones that have to materialize ideas into something palpable) they should also be part of the entire creative process.
Graphic design is like a personal shopper, stylist and tailor all in one. They make sure that you look good at all times no matter the occasion. They take your personality and transform it into a visual medium (your clothing) in hopes of attracting like-minded people.
What is Branding?
“BRANDING is any conscious activity that the company performs to try to influence this set of perceptions in people’s minds.” – Brands Come True
Essentially, this means that everything you do for your company is considered branding and has the potential to be part of your brand. This can include your offices/stores, your vehicles, your social media presence, your shipping, your website, your customer service, your employees and yes, your logo.
Unfortunately, over 80% of entrepreneurs believe that graphic design is branding. While graphic design is a very important part of the branding process but just that – a part- and not the entire process. Branding goes beyond visual. It handles the entire customer experience on all levels, senses, and dimensions.
If graphic design is the tailor, then branding is your attitude/personality. You develop this on your own, over several years. Your personality consists of your past experiences, relationships, and opinions. While your clothing can reflect your personality, it is hardly ever the other way around. Your clothing may draw them in, but it will be your personality that will make them fall in love with you.
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