GUIDE FOR GRAPHIC DESIGNERS

Modern day marketing has greatly evolved. Companies now use consumer drivenapproaches to further their abilities to satisfy the countless emerging needs and wants of the modern consumer. Amongst these consumer driven approaches, brand-ing has emerged as one of the crucial activities required in the building of a loyal customer base and the creation of an effective brand image. The main aim of this research paper is to ascertain the different types of branding, and informing graphic designers on the construction of these types of branding. Currently the graphic de-signer must know the tools that have the branding. The success of building a brand is to explore the different ways of positioning in the branding. Brand marketing is the method and the means by which you propel your business into the public con-sciousness. While the world of business has changed by leaps and bounds, the basic principles of brand marketing have remained the same. Exploring brand marketing concepts is a great way to fine-tune the business model and business practices. A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building the brand. After the entire brand is the source of a promise to the consumer.

Problem and justification

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.Building strong and lasting relationships with customers and the communities in which the busi-nesses reside as well as with their own employees seems to be (or should be) the focus of many companies. Just as there are many branding techniques, there are also many different uses for branding. Currently a graphic designer does not know the different forms of brand building. Develop a guide that explains the different types of branding, allows the designer to explore more on brand building, from the psychology of color to prepress.

Objectives

General objectiveDevelop a tool to report the construction of branding and secondary applications.

Specific objectives

· Determine the graphic design elements that are part of the construction ofbranding.· Investigate the types of branding.· Emphasize the importance of design elements in the branding.· Conduct a systematic review of the concepts of branding.

Making the promise of quality products, service, and delivery to customers. The intent is to attract new customers and create loyalty in past customers. Corporate branding is nothing new; it’s been around as long as competition between businesses has existed.

Focusing on employees to understand the vision, mission, goals, products, and services of the company. It is designed to educate employees in order for them to uphold the corporate brand to their customers. (While employer branding may be required and essential to a competitive business, it neither aligns an employee’s goals and values with a company’s, nor does it apparently help in retaining employees as indicated by the continuing efforts to reduce turnover.)Cause Branding Attempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. This might be a percentage contri-bution of company sales to charitable organizations or donations to nature and wildlife preservation councils.

Another method of branding, branding to employees may be something new to consider in waging war against sagging morale and high employee turnover. Culture branding is making promises to employees concerning their workingenvironment and relationship to their leaders and managers. In this case, “promises” are different from guarantees and opportunities in that they are offered free of encumbrances other than taking advantage of them through either purchase and useor employment agreement.

Effective branding activates demand. To achieve effective branding, companies need to connect well with their audience. Digital branding demands special creative expertise in web / interactive media andtechnology.

Focusing on employees to understand the vision, mission, goals, products, and services of the company. It is designed to educate employees in order for them to uphold the corporate brand to their customers. (While employer branding may be required and essential to a competitive business, it neither aligns an employee’s goals and values with a company’s, nor does it apparently help in retaining employees as indicated by the continuing efforts to reduce turnover.) Cause Branding – Attempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. This might be a percentage contri-bution of company sales to charitable organizations or donations to nature and wildlife preservation councils.

Making the promise of quality products, service, and delivery to customers. The intent is to attract new customers and create loyalty in past customers. Corporate branding is nothing new; it’s been around as long as competition between businesses has existed.

Sensorial branding (and sensorial marketing) fills the gap left by traditional marketing theories when it comes to answering today’s consumer mindset.This new kind of thinking finds its origins in the ‘90s, with the shift from the rational mindset that formerly prevailed in the consumer’s decision-making-process to the emotional and hedonist quest that now drives their desires and consumption acts.

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Sensorial branding (and sensorial marketing) fills the gap left by traditional marketing theories when it comes to answering today’s consumer mindset.This new kind of thinking finds its origins in the ‘90s, with the shift from the rational mindset that formerly prevailed in the consumer’s decision-making-process to the emotional and hedonist quest that now drives their desires and consumption acts.