what is the primary goal of branding in graphic design​?​

what is the primary goal of branding in graphic design​? We often hear the terms "brand" and "registered trademark," but what do they really mean? Watch this video to learn more about this topic.

Welcome to a new article! Today we will talk about the term "trademark". What is a trademark? What is a registered trademark? Are these three terms synonymous? Let's discuss them in more detail.

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What is a brand?

A brand might be the name of a product or service, but it's not just a trademark, a name, or anything you might commonly encounter. The word "brand" carries much deeper meanings; it's not simply a name or a distinctive mark. A brand has many profound connotations. A brand is the distinctive mark of any product or service, and its purpose is to create uniqueness and differentiate it from others.

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The four questions a brand answers

This is actually the answer to four questions:

What is its specific area of ​​operation?

1. Clothing retail, legal services, restaurants, etc.
2. We could have many different business activities.

What is the quality level of the product or service?

The brand defines the quality level of the service or product, i.e., its strength.

What is the price level?

• What is the price level of this product or service?
• Is it average?
• Low?
• High?
• Expensive or cheap?

All of these things are determined by the brand.

Who is the target audience?

The target audience refers to the people we are targeting with this brand.

• Youth
• Children
• A specific age group
• Those interested in clothing
• Sports
• Beverages
• Healthy foods

All of these are determined by the brand.

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A summary of the meaning of the word "brand"

So, the word "brand" answers four fundamental questions:

1. What is the specific area of ​​business?
2. What is the quality of service?
3. What is the price level?
4. And who is the target audience?

These four questions: If we create a genuine brand, that brand will answer these four questions.

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Can a brand answer these questions?

The question then arises: Is it possible for a brand to answer these four questions?

• Through a brand?
• Is it possible through the company name?
• Or through a specific brand?

The answer is yes, absolutely yes, and much more.

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The Difference Between a Trademark and a Company Name

Before I give these examples, let's talk about a point I really want to make. A brand name is different from a company name. Let me talk about two completely different things that shouldn't be confused, but which share a similar name:

• A trademark is a registered brand name.
• A business is the company that owns the trademark.

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A practical example to illustrate the difference:

The idea here is that we have a manufacturer that has established its business, obtained a license, and then created a brand. This brand differs from the company itself; it may be named after the company or another company. This brand differs from the company itself; it may bear the company name or another name. I will give an example to illustrate this.

• We like to drink coffee, so we go and drink Miss Coffee.
• We like to eat chocolate, so we go and buy Kit Kat.
• We like to give our children milk, so we go and buy them Needle milk.

We have Miss Coffee, chocolate, milk, and other different things, each of which is a separate product.

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One company owns multiple brands.

Miss Coffee is one brand.

• Kit Kat is another brand that offers a different product, different content, and a different name.
• Needle Milk is also another brand, another product, and a different target audience.
• This means we have three different brands, but they all belong to one company called Nestlé.

Nestle is the corporate entity, while Miss Coffee, Kit Kat, and Needle are the individual brands.

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Why is a brand visible to the public?

A brand is something visible to the public, while a business doesn't necessarily have to be. The public shouldn't know who makes Kit Kat, Lipton shouldn't know it's owned by Unilever, and no brand should know which company manufactures it. But if you want to find out, you'll find it—it's printed on every product in small print. A brand, however, is the big name that stands out, the name used in advertising, the name that becomes well-known.

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Brand and Visual Identity

My friends, I'd like to mention here that through this brand, we were able to answer the four questions we discussed. Through the brand name, and sometimes through a symbol, a small drawing, a small image, or a small icon. In this article, I'll explain the meaning of the word "brand," because it will appear in the following lessons, and it will be associated with the things we'll talk about regarding design, which is related to creating a visual identity.

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What is branding?

Every brand has its own style, shapes, and colors that a designer must balance to ensure the brand stays on track. This is called "brand building," and we will discuss it in more detail in other articles, as it is a broad topic.

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Conclusion

 At the end of this article, we have explained the meaning of the term "brand" and the difference between a registered trademark and a company name. This is important information that anyone interested in the world of design and visual identity building should know. This is because building a brand is not limited to creating a distinctive name or logo. More importantly, it involves having a comprehensive concept that clearly explains your field of work, the level of quality you will offer, your product pricing, and your target audience. All these elements will directly influence the design, style, colors, and overall appearance. Therefore, every designer or business owner seeks to answer this important question: What is the primary goal of branding in graphic design? The answer is simply the ability of design to clearly convey the brand's message, while building a strong mental image that distinguishes it from any other brand and becomes firmly established in the minds of the target audience.