Whenever you’re having a conversation about marketing, it’s common to hear people talk about a company’s “brand.”

Your company’s name, how recognizable the name is and how people view it are all part of your brand. You want customers to think and feel something specific when they hear your company’s name.

So lets learn some concepts you will need to know:

• Brand Identity —This is the message a brand wants to send to its customer. Perhaps you want your company to be seen as professional and exclusive. Or maybe you want it to be young and vibrant. Adjectives like these help to make a brand identity.

Example: Their new logo is fresh and hip, giving them an almost entirely different brand identity.

• Brand Guidelines —This is a document that explains a brand’s identity entirely. This is usually used by marketing professionals and graphic designers. It is basically a set of do’s (things you should do) and don’ts (things you shouldn’t do) for presenting the brand in any marketing material. It will include things like:

1. Colors to use
2. Where and how to use the logo
3. Acceptable fonts
4. Types of images
5. Thickness of borders
6. Packaging guidelines

• Look and Feel — This is a way of talking about things in the brand guidelines. The “look and feel” is exactly what it sounds like. It is how the brand looks and how it makes people feel.
• Visibility — The word visibility refers to something’s ability to be seen. Something that has good visibility is something that can be seen easily. When talking about a brand’s visibility it means the same thing. Look and Feel — This is a way of talking about things in the brand guidelines. The “look and feel” is exactly what it sounds like. It is how the brand looks and how it makes people feel.
• The more people see or hear about your brand, the more visibility it has.