Branding: What is it and Why Does it Matter?

Palomar College. Learning for Success

According to Ghodeswar and Lane

“A brand is defined as a toolbox of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication, brand awareness, brand loyalty and various branding strategies [2] Brand equity is the measurable totality of a brand’s worth and is validated by assessing the effectiveness of these branding components.[3]

Why it Matters

Quite simple. Brand cohesion – adherence to branding standards across all communication modes – increases both the brand’s value and effectiveness within its market. Conversely, when style guidelines are ignored, branding deliveries are confusing and disassociated, which can weaken or diminish a brand.

How to Learn About a Brand

Palomar College Logo
Palomar College Logo

One of the first things to do is locate the organization’s branding guidelines, if available. This valuable resource contains the toolbox mentioned above and usually spells out color and typeface usage, required practices for logo use, and other pertinent specifications.

Palomar College’s branding guide, Graphic Standards and Style Manual, can be found here. If you’re involved in any aspect of communicating on behalf of the College, this is a wealth of information for both graphic and written materials.