A to Z of Interior Design: B is for…


A brand is a product or service whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need.  A brand can take many forms, including a name,  sign, symbol, colour combination or slogan.

The word branding simply began as a way to tell one person’s cattle from another by means of a hot iron stamp.  The word ‘brand’ has continued to evolve to encompass identity; it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you.

“Although today every trading business has a trading name or mark, no matter how large the business, only a small amount of them stand out from the rest through what we acknowledge as a ‘brand’. The word ‘brand’ now is more commonly associated, not so much with simply naming a business, but rather with businesses that are highly regarded and well recognised. This association can be made irrespective of whether or not the individual (consumer) fully understands the company or its offer.

Branding a company can lead to the creation of a mark, devoid of the trade name, that automatically identifies the company and makes it recognisable in any language, good examples of this are Apple and Nike. Extremely popular brands like these can communicate with the public about their products and services wherever their marks or signs are present.

A brand is more than simply the company name, the identity of the company letterhead, or its logo. The brand tells the public not only who you are and what you do but how you do it and what values you stand for. The brand reflects the company’s personality and reputation and it establishes its credibility relative to all competition. Although the brand image requires an identity and a mark or logo, the brand is successfully acknowledged through the value of its positive customer perception and satisfaction.

And whilst we tend to think of a brand relating to consumer products or retail companies, having a brand for your Interior Design business is no different. The principles of creating a ‘brand’ for your company has the same purpose; to reflect your personality, reputation and credibility. Kelly Hoppen, Missoni, Pantone, Habitat, Decorex, Philippe Starck….designers, interior brands and design shows all with their own distinctive logos that separate them from their competition in a striking, yet simple manner.”

– Excerpt taken from National Design Academy’s Retail Design course

A to Z of Interior Design


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