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Branding Basics: The Importance of a Brand Identity

Branding Basics: The Importance of a Brand Identity
Ryan Burns
Creative Director

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Do you want to know how to create disruptive and innovative branding in 2022? While trends may come and go, there are a few fundamental rules of branding that stand the test of time, and we’re here to share them with you.

As a creative agency, we often find ourselves communicating the importance of branding with new clients for the first time. Usually they either have a limited view of what branding entails or feel overwhelmed by the scope of what needs to be done.

The reality of what branding is falls somewhere in the middle. The first step is helping our clients understand what type of brand identity they will need such as corporate branding, product branding, or service branding to name a few.

[#section1]First things first: What is Branding?[#section1]

Branding, at its core, is a tight, streamlined list of guidelines and visuals that governs the way your business expresses itself. It is your business’ visual identity - also known as brand identity - that will shape your customers’ perceptions.

Sometimes it can be extensively rule-based, where every detail relates to the various aspects of your business.

See Apple, with all of its simplicity and minimalism, has clear rules down to every pixel on every platform for how their products and software appear. Other times, it's a timeless concept that can evolve as the company changes and grows.

Nike is a great example of a brand that has a simple, yet clearly identifiable aesthetic using their name, the "swoosh" tick, and the “just do it” message of empowerment. These small pieces can be fashioned in nearly any color, any visual style - constantly changing, yet always feeling like the Nike brand.


Not every corporation remains at either end of this spectrum, and every industry has its own needs and requirements. However, it's important to see this range in order to understand what branding can do, and where you can fit into the market.

[#section2]Style & Synergy Matters[#section2]

First and foremost, branding needs to add value to your company. A well-designed brand acts as a runway for new ideas and opportunities for growth. You can start by asking a few structural questions:

  • What are your goals and needs?
  • Who are your customers?
  • What markets do you have access to?

This information will be vital in building the brand you want, while still staying grounded in your overall vision. But your brand also needs to be adaptable to future growth, and not be limited to your company’s current position.

Good branding will introduce your company and entice potential clients to want to know more about you, while the creative content is how you’ll keep them engaged. This relationship between branding and content is symbiotic, but they’re still two very separate things.

A good way to imagine it is to think of your company as an individual. Your brand is your reputation. Everything you say or are seen doing can add or detract from that reputation, and it provides a foundation for what people can expect from you when meeting for the first time.

Creative content, like video and design assets, are the eye-catching accessories you wear. Look good, feel good. When you have built a positive reputation, it's equally important to have your content reflect that for people and potential clients. Likewise, your reputation can suffer when it doesn't match the aesthetic that makes sense for you.

[#section3]Our Strategy for Superb Branding[#section3]

At Tiny Giants Co, we offer a comprehensive approach to working with our clients. We build, grow, and reimagine brand identities that engage their customers to generate leads. Everything we provide creates a cohesive branding architecture from the ground up to encourage creativity rather than limitations, which then helps expand your company and its message.

If you’re interested in what this could mean for your company, we’d love to chat with you. In our consultations we will walk you through our branding approach with your existing or undiscovered brand and expand on how our branding services can benefit your business.

Branding plays an essential role in your business’ overall awareness; creating a foundation for future growth and we at Tiny Giants Co would love to be a part of that journey with you.

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