Branding [Definition]

By venngage, Oct 10, 2019

Branding Definition Venngage

What is Branding?

Branding is the name of a product or service. For example, a MacBook or Tide laundry detergent is a brand. Brands are also referred to as “brand names.”

A “brand” also represents all the attributes of a product or service.

For example, a MacBook’s brand represents:

  • People-driven product design
  • Simplicity
  • Innovation
  • Empowerment through technology
  • High quality

These attributes can be both factual (“high quality”) and emotional (“empowerment”). 

And unlike a brand name, a brand’s attributes are less physical i.e. they largely exist in the consumer’s mind. 

In short, a brand can mean the perception of a product or service, or a company as a whole.


When to Use a Brand in Design

A brand is both a brand name (“MacBook”) and the perception of that company/product (“cool”).

In design, you can make brand guidelines that help shape how you communicate with consumers. This helps consumers perceive your business a certain way.

Brand guidelines standardize design elements such as:

  • Logo
  • Colors
  • Style
  • Visuals
  • Fonts

The elements you choose can be more conservative, modern, quirky etc. according to how you want the company to be perceived by customers.

For example, here’s a company’s brand guidelines for their brand fonts and color palette. You can customize this template to make your own brand style guide:

brand style guide venngage



How to Create a Brand

This infographic covers exactly how to create a brand style guide, from how to choose the right logo to what kinds of images to use:

how to make a brand style guide infographic venngage


Once you’ve decided on your branding, you can lay it out in an eBook for the entire company to reference. 

The below completely customizable brand style guide focuses on the basics: logo, colors and typography.

Vibrant Ebook Template


Examples of Brands

This is Venngage’s branding guide:

Venngage Brand Style Guide


Here’s a brand guide for a company’s color palette:

Color Palette Brand Style Guide Venngage


Want more tips? Check out our guides:

Everything You Need to Know About Picking and Using Brand Colors

65+ Brand Guidelines Templates, Examples & Tips For Consistent Branding