Branding is a business asset involving the establishment of a company identity. Branding extends beyond trademark recognition. Although the concept of branding can be applied to many features of one's business practice, we are concerned here primarily with branding through design.

Smart design will establish the visual identity of a brand. Design will provoke a user response to a brand. The user will form perceptions of the brand based on the design quality. Such perceptions could result in a sentiment of trust, a sense of quality; authenticity; strength; reliability; originality; or countless other vicissitudes depending on the target market. It is the purpose of design to create perceptions towards a brand.

Perceptions create brand loyalty. Perceptions build brands. Quality of product or service are indivisibly part of such perceptions, but do not comprize the totality of such sentiments towards a brand. All good advertizing aims to build an emotional connection to a brand user.

Advertising can include a vast array of practices a company employs to build their brand. Putting up a billboard or poster in a visible area, passing out business cards, launching a website are all forms of advertising that need to achieve an effect. Advertising mediums need to have an experiencial element. These mediums need to engage the user strategically. The design of such advertising or methods of employing the advertising mediums need to win the user's attention and provide a connection that the user will retain.

Design Strategy and Consulting.