21/08/2025
YOU ARE NOT YET GRAPHICS DESIGNER IF YOU CANT EXPLAIN TO YOUR CLIENT THE WHOLE CONCEPTS OF BRANDING⚠️😏
The other day, I posted a simple design content showing the difference between sachet water and bottled water. The idea was to highlight how packaging and branding can change the way people perceive the same product.
Then the comments started rolling in.
One person said, “One thing is to brand, another is to have quality. The most important thing in a product is the quality, you can brand but you won’t get a second patronage if the quality is not deserving.”
I smiled when I read that because it’s true. But here’s the interesting part: many people actually think branding is just about logo, color, or a sticker you slap on the product. That’s why they separate “branding” from “quality.”
In reality, branding goes deeper than visuals. Branding is not just the sticker. It’s not just the color. It’s the total experience your product gives. And yes — quality itself is part of branding.
In fact, branding has layers:
• Visual Identity – how your product looks (logo, colors, packaging, fonts). This is what attracts the first buy.
• Product Quality & Experience – how it feels when someone actually uses it. This determines whether they come back or not.
• Perception / Reputation – what people remember, say, and share about your product. That’s the story your brand leaves behind.
So when people say “branding is not important, only quality matters,” they miss the point. Because before I can even know your product has quality, I must first be attracted enough to buy it. And if your presentation is poor, I may never give it a chance.
That’s why I believe: Branding gets you the first try, quality brings the second. Both must work hand in hand.
This whole conversation reminded me again why as designers, we are not just “making things fine.” We are shaping perception, creating attraction, and setting the stage for quality to shine.
✍️ Chidera Micheal Udeani.
💼 AM Africa computer world
