What is brand identity?

When you create a brand identity, you're essentially applying your brand values to any visual elements that will be used to promote your business. This means that a brand identity is more than just a logo, and consists of a variety of marketing materials.

Brand development might include:

• Business cards

• Stationary

• Print materials (brochures, reports, flyers, etc.)

• Signage

• Product packaging

• Apparel

• Website

How do you create a brand identity?

• Research your audience, value proposition, and competition.

• Design the logo and a template for it.

• Integrate language you can use to connect, advertise, and embody on social media.

• Know what to avoid.

• Monitor your brand to maintain its brand identity.

What are the steps of branding design?

• Define how you want your business to be perceived. When your customers have finished using your product or service, how do you want them to describe their experience?

• Organize your business based on this promise.

• Communicate your promise.

• Be consistent.

How do you develop a unique and memorable brand?

Logo: Although the logo is not the entirety of the brand identity it's a vital element in the branding process -- it's the most recognizable part of your brand.

Form: As important as your logo is to branding, it's not the only element that makes a brand identity strong. Your product(s), the packaging, or the way you present your services all need to play a part in your brand identity. Visually representing your business in everything you do will create consistency and help create a familiarity with your consumers.

Color/Type: Creating a color palette is a way to enhance your identity. It provides you with variety so you can create unique designs for your business while remaining faithful to the brand identity.

Templates: Sending out emails, typing up letters, or handing out business cards to potential customers on a daily basis is part of the process. Creating templates will give your business a more unified, credible, and professional look and feel.

Consistency: Is what can make or break a brand identity. Utilize templates and follow the design choices you've decided upon for your brand throughout all areas of your business to create a harmonious brand identity.

Flexibility: Remaining flexible in a society that is always looking for the next best thing is just as important. Flexibility allows for adjustments in ad campaigns, taglines, and even some modernizing to your overall brand identity so you can continuously keep your audience interested. The key is keeping any changes you make consistent throughout your entire brand.

Document: One of the most effective ways to ensure a business sticks to its branding "rules" is to create a set of brand guidelines that document all of the do's and don'ts of your brand. This is one way to empower people to build brand assets and share your brand while remaining brand compliant.

What makes a good logo?

Simplicity: Streamline your design and do not over complicate things. You want it to be simple so it would be a fast way for users to notice and remember your brand.

Distinctiveness: Set yourself apart, don’t just look at the competition. Without a distinct logo design, you may find potential clients and customers have a hard time recognizing your brand, confuse you with another company and, most importantly, end up going with a competitor rather than choosing your products or services.

Versatility: Consider different applications, do not design for just one size or medium. Logos can be printed at different sizes, across different mediums and in different applications without losing its power. A good logo has to work well on the web, on letterhead, in print ads, and in video. As designers we know that what looks great in a site banner might not work on a brochure or vice versa, so we are able to carefully craft a logo that looks good no matter what.

Appropriateness: Make sure the logo communicates the right tone and style you are going for and be able to show in some way what type of business or product it is representing.

Targeted: Make sure the design is intended for your audience and do not forget the customer in mind. Understanding your audience is key. Whatever your industry, your logo needs to be able to connect with the people you are marketing to. The important thing a logo needs to do is to speak to your target audience.

Memorable: Leave an impression, a great logo will remain memorable enough that a person who has only seen the logo once should still be able to recall it enough to describe the logo to someone else. This is not the easiest of qualities to impart, but it is certainly a high ranking one so make sure your designs stay in their minds.

Timeless: Trends come and go, aim for longevity. Have a logo designed to withstand years or decades of the many changes within the industry.

Have additional questions? Contact us