Like your own personal identity, your business's brand makes it unique and sets it apart from your competitors. Think of it as the 'special sauce' that distinguishes your values, aesthetic, and, most importantly, how customers perceive your business.
So why should you care about your brand identity? Why not just make up a name and call it a business? Don't get us wrong. Your name is an integral part of your brand, but first, you must take a step back and explore your real motives before diving in headfirst.
Brand vs. Logo - what's the difference?
These terms are often interchangeable. Although a logo is essentially the symbol of a business, it's not the entirety of a brand. Instead, it's a small part of a much bigger picture.
Creating a logo is just one step towards developing a powerful brand identity. So, what is brand identity? It's essentially a collection of visual and textual elements that, done well, should make you instantly recognisable with your customers. These might include your colour scheme, logo design, typography, values, tone of voice, and audio mark.
How your customers perceive your brand's identity will define the connection and loyalty they have with your brand, ultimately shaping your business's reputation and desirability.
Creating a Logo
Think of your logo as the face of your business. It should go well beyond a graphic that 'looks cool.' It needs to resonate with your business's mission and is an associative part of your brand identity. So how do you create the perfect Logo?
The right designer will start by identifying your brand's purpose. Are you a funky, hip burger joint, or a professional corporate service provider?
What are your values?
What sort of personality do you want your business to have?
What is your unique position?
Who is your ideal customer?
These are the elements that will feed into the logo concept and the overall aesthetic of your brand.
This refers to, you guessed it, the type (i.e. font) you chose to use to represent your brand. You must select your logo font and brand font wisely and ensure they are cohesive and legible.
Your typography says a lot about your brand, so ensuring you pick the right style that will resonate with your overall aesthetic is vital! Just like colour represents a meaning for your brand, typography is equally as powerful in portraying your business tone and values. Every category of typeface has different connotations and will create a different representation of how people see your business and what you stand for.
Next up, selecting your colour palette. Customers have psychological relationships to different colours, so you must be strategic in your selections. Picking the right scheme is crucial as it can profoundly impact how your customers perceive your brand.
This brings us back to reflecting on your company's values. Want to show your customers that you're trustworthy, reliable, and sophisticated? Opt for blues, greens, and blacks.
Are you a fun, young, free-spirited business? Try incorporating reds, oranges, and yellows.
Do your business values represent wisdom, luxury, or imagination? Try purples, whites, golds, or greys.
Every colour has a pre-determined mood that triggers particular senses in a customer's brain, so choose cohesive colours that link back to your brand values and complement each other.
Now you can start designing your logo
Once you have your type and colour scheme decided, you can start thinking about your brand's face. Your logo should quickly communicate who you are in a visually appealing way.
Think about how you can make a lasting and memorable impression on your audience and forget ideas that are 'on trend' – these tend to date very quickly. Don't underestimate the power of clean and simple logos. You also need to ensure the logo can be delivered in multiple outlets (colour, black and white versions) and is aligned to your brand identity.
Whether your logo depicts your company name in a creative way or is an abbreviated form with a unique brand mark, make sure it's bold and unique to your business!
In this day in age, there's no question that our societies revolve around technology, it is essential that a brand must not only translate well onto paper but also in the digital world. Whether that is taking the dominant letter of your logo or using the primary graphic, you will need to consider elements such as icons, marks, and favicons representing your brand in a smaller format for web, mobile, and social interfaces.
When considering your logo design, it is essential to create an alternative icon that will effectively showcase your brand in places that may not support the full logo, such as social media profile pictures and websites.
Implementing your identity
Once you have these fundamental elements determined, the rest should come (relatively) easily. Ensuring you have brand guidelines is vital, so future clients, suppliers, and staff know how to implement your brand look and feel into any creative collateral you may need now or in the future.
From your websites, email marketing, and social media channels, to your physical signage, business cards, corporate documents, and advertising, every marketing touchpoint should stem from your base brand identity. Consistency is critical when it comes to building your brand awareness with consumers!
Your brand sets you apart from your competitors and shows current and potential customers what they can expect from your business. It's crucial your identity accurately portrays who you are and positively resonates with your ideal audience.
Now you've got the advice to create a great brand identity; it's time to take your business to the next level! Not sure where to begin or need some help to refresh your brand? Send us an email at firstname.lastname@example.org, and we'll help you get the ball rolling.