What’s the Branding Buzz?

Business branding is the use of your identity combined with guidelines for its usage. Pricing is based upon the intended usages, and extent of guidelines. Guidelines allow for uniformity and consistency to produce growth through product marketing.

In this digital age, you want your customers to instantly recognize your brand and positively connect with your business.

Logo, Identity and Branding.

These three inter-related concepts speak to distinctly different aspects of your overall marketing strategy. Having a logo is just the beginning of cultivating a brand which expresses your identity. You can’t brand something without understanding how the visual identity of your business is experienced by your potential market.

At Pinnacle, we take the time to get to know your business and research your markets. We make sure before you head out on a marketing campaign you have the right equipment to ascend over constantly changing landscapes to reach the peak of your market.  You have to begin with a strong identifying mark, and many intricate design factors need to come together to create a good logo. The guidelines for using that logo and different iterations or expressions of it combine in a strong identity to create the branding of a company.

As an example, you can express the same image (logo) through a watercolor or a Polaroid (identity) and they can point to the same subject (business) but communicate very different message (brand). You don’t want to confuse your market with mixed messages. To take the analogy one step further, a picture is worth a 1000 words, but then how that picture is framed, hung, illuminated, and placed in juxtaposition with other elements depends greatly on its overall platform or location. A successful campaign starts with an understanding of the landscape of your market then determines how you might want to shift your brand experience to express different aspects of your identity.


Logo details: A logo expresses your identity. It is the quickest way to visually communicate a business. It is a tool which needs to be sharp and, like a Swiss army knife, multi-faceted for use in different applications. It needs to be effective either large or small, on paper or on a digital screen and therefore at its core simple and iconic. A logo should identify your business so your market audience will instantly recognize it, remember it and positively reconnect instantly.
Identity details: Identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines which make up an identity usually determine how the identity is applied throughout a variety of mediums, using approved color palettes (PMS standardized colors), fonts, layouts and measurements. The guidelines ensure the identity of the company is kept coherent, which allows the brand as a whole to be recognizable.


Brand details:  A ‘brand’ is an experience of an organization, service and or product with a ‘personality’ shaped by the perceptions of the audience. *Note a designer cannot “make” a brand – only the audience can do this. A designer creates the visual foundation of the brand. A brand encompasses all impressions and interactions, from how your company answers the phone; to what they wear, say and do. It is the whole of everything which builds a brand relationship you deliberately cultivate and maintain.

Branding unifies your image to make you instantly recognizable

  • web design
  • logos
  • banners
  • packaging
  • invoices
  • letterhead
  • labels
  • business cards
  • educational/instructional
  • brochures
  • flyers
  • email templates
  • promotional packets
  • logo rescue
  • vector linear designs
  • publication layout