DNA of Branding


We all have our favorite brands. But do we really know what a brand is? 

Before we begin, I’d like to take a moment to address some common misconceptions of brands. Often times, a logo is considered to be the brand. While the logo is a critical component to the brand, it is not the brand itself. Another misconception is using similar design elements across multiple mediums for advertisement purposes. Again, its a critical component, but it is not the brand itself.

David Ogilvy, a businessman and advertising tycoon, defined a brand a such: “The intangible sum of a product’s attributes: its name, packaging, price, history, reputation, and the way it’s advertised.” As you can see, a brand is more than what we see on the surface. Let’s take a look at 3 components that make a brand effective.

The Message

The message is what gives a brand its voice. It’s the underlying structure that alludes to the core values, mission statement, and the promise to customers for a quality product or service from the brand. Often times, it also helps distinguish a brand from others by highlighting unique features or speaking to the consumer in a unique tone of voice. A well crafted message will quickly become the soul of the brand.

The Visuals

Remember all those misconceptions mentioned earlier? This is where they come into play. The visuals are what bring the brand to life for consumers. It consists of the logo, typography, color, imagery, packaging, ads, animation style, and can even be linked to store layouts and interior design. They all coexist together to establish a “look” that consumers can begin to associate products and services with. The visuals help make the brand stand out from a sea of other competitors and will act as the face of the brand.

The Emotion

This is how consumers will connect with the brand and its characteristics. It’s based around the consumer’s perception and interactions. A brand that has a good reputation will often enjoy the benefits of connecting with their consumers on a positive level. This component of the brand is heavily influenced by the consumer which is why brands spend millions of dollars to find out what their target market wants.

As you can see, a brand is much more than what we wear on our shirt or a product we buy. Its a carefully crafted tool that has the power to make or break a company and its impact in the industry they operate within. Know that we are able to understand what a brand truly is, its up to us to make sure that every aspect of our brands are working together to fulfill a need for our target markets.


Dallas Pruitt
Creative Director

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