Branding for Graphic Design vs. Branding for Advertising

The Differences Between the Two

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As a graphic design and advertising student, I have learned about branding in both areas of my studies. Yet, its not the same exact thing in each focus. Branding has the same underlying idea and goal, but it goes about achieving that goal in different ways in graphic design and advertising.

“Branding is the process involved in creating a unique name and image for a product in the consumers‘ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.” (Read more at http://www.businessdictionary.com/definition/branding.html#ixzz40vfLo2TX)
Branding in Graphic design focuses on creating a visual identification system whereas branding in advertising focuses on forming a consistent message that identifies a certain brand.
Branding in graphic design encompasses logos, business cards, letter heads, packaging, websites and much more. Anything that you can visually connect to a company or brand is designed that way to do so through the process of branding.
Similarly, advertisers help clients brand themselves. They identify a problem that needs to be solved, find a solution, and create a campaign that helps convey the brand’s message to the public.
In a more simpler sense, an advertiser will focus on the slogan while a graphic designer will focus on the logo.
This is why the integration of the copywriters and the art directors in ad firms in the mid 1900s was so important. There is no way to create a cohesive brand for a company if the artist and the copywriter are working separately.
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