Design is the craft that brings your brand to life. Although a brand is made up of many things - many people associate a brand with a visual identity.
Embodying the essence of a brand in a visual identity is an art in itself. Ideally an identity is simple yet distinctive - easy to recognise and remember.
So when do we feel we have designed a brand as opposed to an identity?
Well, basically if we have explored your business vision, values and purpose, shaped a brand position, articulated the attributes you want your business to portray... All that takes things to a deeper level. You're building a world, a reputation not just designing an icon.
Realistically we will admit, not all organisations require a brand. Some do just need an identity, especially if they have just started out and it's not viable to invest in a brand yet - and that's ok.
But at some point as a venture develops and grows, it will likely need a brand to reflect what it has become and where it wants to go next. It's a sign of an organisation having grown up, and wanting to claim a unique space of their own, in their industry.