Businesses need to talk about themselves and communicate. What a brand looks like is the tip of the marketing iceberg. A brand identity is implemented after market research, business analysis, and the translation of ideas into text and imagery.
Brand style is made up of values, character, need, mission, distinction… And illustrators are able to express product qualities in an exclusive and democratic way, mature and young, understated and bright.
Branding is about creating feelings for people. There is a wide range of means of figurative expression, but only those that make the connection between the product/service and needs/desires work.
The logo is a frequent case of using imagery and visual metaphors. It consists of symbols (sign, image) and a name (text part, lettering). Together they form a single associative complex, which should be easy to apply and read from all the attributes surrounding the brand.
Henri Nestlé, realizing the importance of the brand in promotion, used his family coat of arms, a nest with birds, as a trademark. Unilever strives to make development the norm for everyone and every icon on their logo makes sense.
The power of branding is not only directed at consumers, but at the corporation itself – employees, the union community, partners and investors also become recipients of the message. On many levels it can drive, motivate, develop service and humanity.
Packaging is a fertile field for illustration. A picture of the products most often does not depict the actual features and benefits. Thoughtful design aims at the heart of the target audience, presents content and differences, promises a new experience and seeks to evoke affect.
If brand is a voice, then advertising is a message from a company’s strategy. It is always a collaboration (co-creation) of a group of people, and very rarely are powerful things produced alone. The quantity and quality of goods and services is increasing, and with it, so is competition.
It is no longer enough for modern society to simply consume – ideology, context increase the joy of feeling and belonging to one product or another.