Perhaps no other tool is more powerful for differentiating a product, a place, a company, an organization, or even an individual than what we have come to know as “brand.” It is a visual and psychological shorthand in a world full of choices: a way to guide, reassure, and engage an audience—and keep them engaged.

Some call branding an art; some insist it is a science. Whatever you choose to call it, it is a disciplined process used to build awareness and develop customer loyalty. At its best, it permeates every touchpoint with the audience, from personal interaction to written communications, digital interfaces, social media, visual communications such as signage, experiential design, and architecture. Brand strategy provides a foundation and a central unifying idea that aligns brand behaviors, actions, and various forms of communications.

In experiential graphic design, branding is often an integral component of placemaking and identity projects, wayfinding, exhibition, and even public installations. It is the focus on an increasing number of strategy/research/planning initiatives, particularly as it relates to return on investment (ROI) for brand investments.

While branding often develops as a separate effort, experiential graphic designers collaborate in branding either by developing the brand identity itself or supporting it through communications and experiences in the built environment. These are among the most powerful touchpoints for the brand.

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