Branding and Identity

A brand is more than a logo. It encompasses all perceptions and experiences people have with a company. Design is strategy, not decoration.

Scope

Use this skill when you:

• Develop or review a brand positioning
• Create a corporate design or brand style guide
• Align a website's visual identity with the brand strategy
• Design portfolio or case study pages
• Define tone of voice and brand personality
• Ensure consistency across all touchpoints

Principles

1. A Brand Is More Than a Logo

Branding encompasses design, communication, service, and behavior. Everything shapes the brand.