Just as your personal name makes you distinctly YOU. Your brand identity is the secret ingredient that sets your company apart from any other Tom, Dick, or Harry, Inc. on the block. And thanks to brand identity as it is what’s shaping your market value. But hey! just what is brand identity? What has it to do with design? And how can you create a good brand name that is beneficial to your company? Let’s answer one by one.
What is Brand Identity?
Brand identity is a compilation of all the items a business produces to show the customer the right way. Although these terms are sometimes treated as interchangeable, brand identity is different from “brand image” and “branding”.
The word branding refers to the process of deliberately forming a recognizable object. The brand is the firm’s image in the world’s eyes.
Let’s dive deeper, a bit with an example. Let’s assume you’re a student at a middle school. Now, you’d like to be perceived as a cool, mature, preadolescent, and will be interested in being invited to sit at the cafeteria‘s best table. But you cannot simply force people to have a good image of you. To become someone good, you need to do some work that counts.
So you engage yourself in the activities. Maybe you’re going to focus on a free throw or cultivate an impression of your science teacher, or just become the volleyball team captain. These acts are your job in creating your perfect image, and building your brand.
Don’t forget the presentation, you have to look attractive. So, you purchase the latest Adidas sneakers that everyone covets, get a sexy haircut, and a lot more.
These visible elements — the shoes, the suit, the squad membership — that‘s brand identity.
How to Develop a Strong Brand Identity
1. Know Who You Are
You need to discover who you are as a brand before you act on building your brand. Here are some questions to help you in the process:
- Your mission (your ‘why?’)
- Your principles (what creed motivates your business?)
- Your brand personality (if a person was your brand, what sort of personality would they have?)
- Your special positioning (how is it that you stand out from your competition?)
- Your brand voice (if the person was your brand, how would it communicate?)
These elements are what defines your brand and you must have a clear understanding of each before you start building your brand identity.
If you are having trouble finding out who you are specifically, don’t sweat. All you need is a quick idea sometimes to help you get an insight into who you are or who you want to be, as a company.
2. Design: The Foundation of your Brand Identity
As your Adidas built your high school-star athlete persona. Similarly, your style guide will create the company’s brand identity.
Your corporate design assets are tangible elements that will determine how you perceive your brand. Stuff like the logo, packaging, web design, banners on social media, business cards, and even the clothes your staff wears.
In other words, nailing your concept = nailing your brand name = creating a profitable company that reflects exactly who you are as a brand.
So how exactly are you going to nail your design and build a brand identity which will take your business to the next level?
Developing your Brand Design
You need to work from the ground up and lock in the fundamentals of your branding framework before you start developing your business assets. Don’t forget that your business assets are the building blocks of your brand identity, you cannot make it a child’s play.
You must account for the following while dealing with the process,
Typography refers to the font (or typeface) you have used for your branding products. Choosing logo fonts and model fonts with prudence is especially important. There are generally four types:
- Serif fonts: These include fonts such as Times New Roman or Garamond. If you want your brand to appear trustworthy, traditional and just a little old school, this classic typography is great.
- Sans serif: These include fonts like Helvetica or Franklin Gothic. They have letters with smooth edges, and lack their serif counterparts’ anchor or “feet.” Without the serif fonts, brands get a more sleek, modern outlook towards their offered service or product.
- Script: It emulates the cursive handwriting and includes fonts like Lobster and Pacifico. These fonts can be a perfect way to add a glamorous or feminine feel to the brand.
- Display fonts: Every display font has a special feature, whether it’s an odd shape of characters, shapes, highlights, or a more artistic / hand-drawn edge. These include fonts like Futura Futuris Medium and Avant Grande Gothic. So, if you want to make a bold move and build a brand name people won’t quickly forget? A display font is an excellent way of doing this.
2. Color palette
Next up is color. Every human living on Earth — including your potential customers — have psychological ties to various colors. And strategically using branding colors and logo colors can have a serious impact on how your brand is perceived by your audience.
Here’s what some popular colors will do to boost your brand identity:
- Red: Red is a passionate and thrilling color. If the brand name is loud, young, and thrilling it’s the ideal choice.
- Yellow: Yellow is another high-energy hue and perfects to look nice and playful. It’s seen less often than red, so it can help you stand out too.
- Light Blue: Light, bright hue, it’s just about fun. If you want to feel fun, accessible, and affordable, the cheerful vibe makes it a good option.
- Green: An amazingly flexible shade, green can be used with almost every company. However, culturally speaking, when people see green they think of two things: money or nature. If your brand is tied to all of those elements, green is a very good choice.
- Blue: The most widely attractive color in the world, blue will actually make the branding look more secure and trustworthy, so if you’re trying to cater to a wider demographic and get them to believe you in that — go blue.
- Purple: Purple is a monarchy shade, so if you’re in the branding with a glamorous feel, this is a good choice.
- Pink: Right or wrong, pink is culturally tied to femininity, so pink should be a definite contender for your brand color if your brand is targeted toward women.
- Brown: Brown might be the least used color of all branding, but it may potentially work for your good! Every time you do something else it helps you to stand out. Brown is also able to make consumers perceive the brand as gritty or masculine.
- Black: There’s nothing as timeless and powerful as black anytime you want to be seen as sleek or elegant.
As an extra, here’s a color wheel to help you make the most of your color choices. It includes the meaning of every shade you have on your bucket list.
You may learn about form and shape when it comes to the projects. This subtle yet powerful aspect can be used to enhance the consumers’ desired reaction. So, for instance, a logo that is all circles and fuzzy edges would cause a very different reaction than a sharp and square logo.
Here’s how different shapes can affect your brand identity:
- Round shapes — Shapes like triangles, ovals, and ellipses relate to the warm and flippant. Brands that incorporate round shapes can create community, unity, and love feelings. Even the rounded edges may be called feminine.
- Straight edged shapes — Shapes like squares, rectangles, and triangles make people think of strength and efficiency. The no-nonsense lines build a feeling of continuity and trustworthiness you have to be careful. If the forms aren’t matched with anything pleasant, like vibrant colors, they may feel impersonal and struggle to communicate with the consumers.
- Simple lines — They also have their own implications. For instance, vertical lines imply dominance and power while horizontal lines imply mellow vibes and tranquillity.
Designing your Brand Identity
When you’ve worked out the branding building blocks, it’s time to collaborate with a designer to bring the brand name to life and convert who you’re as a brand into concrete product tools that you can use in your ads. It can convey your brand name in any number of elements. One asset or another may be more or less important, depending on the nature of your business.
Never forget that your logo concept is the foundation of your brand identity. When you hire any logo designer, ensure that the following is taken care of,
- It communicates clearly who you are, and what you value as a brand
- Is visually appealing: it goes a long way, plain, tidy, and uncluttered
- Is timeless, not trendy: You definitely don’t want your logo to go out of style in the next 6 months
- Makes an unforgettable impact on the viewer.
As a brand owner, you need to ensure that your logo defines your values. Also, don’t forget to develop various versions (such as a black and white edition or different layouts). This will save you from any future surprises.
Remember, your Website is one of your most important facets. Also, it is claimed that your website is your business card in the 21st century.
Especially if you’re running a software company or offering a digital service, your clients will certainly check your website out before they decide to do any business with you. Your website is where the full power of your brand identity would shine across.
3. Business cards
If you’re into business planning of some kind (and who isn’t), its recommended to stock up on business cards.
In the minds of prospective partners or buyers, a well-designed card provides the ability to affirm a good view of yourself. When it comes to designing a business card, keep it simple. The company logo should be enough on one side of the card and the key personal information on the other one.
4. Email design
Email is a perfect way to keep your clients involved and push sales.
But most people are overwhelmed at the inbox so if you want to expand your company through email, you need the right design strategy to separate yourself from the clutter. Focus on the email intent.
Trying to develop a personal connection? Keep it short then, sweet and easy. Seeking to educate? Then format it properly enough that it can be read and scanned, and add a few icons to make it flaunt.
Start asking your buyers of a new range of clothes you’ve launched? Making the subject of a few beautiful photographs of the product.
Not interested in email marketing? Well, there are plenty of reasons to use it. Here’s a dedicated post to help you understand why use email marketing for business.
Brand Identity Meaning in a Nutshell…
What separates you from the infinite sea of rivals is your brand name, which tells the clients who you, what makes you unique, and why they should buy from you. And if you want your brand to be viewed favorably, nailing your brand name and producing design concepts that coalign and correctly representing who you are to your customers is critical.
Now it’s time to start planning your brand identity and getting the word out to potential buyers. All the best!
You may also like,