A brand identity is often described as the ‘face’ of an organisation. It is the sum of everything that an organisation wants to communicate to the public about itself. A company’s brand identity will usually include things such as;
- A logo
- Colours
- Typeface – or the look of the text on a website
- Tagline
- Design
- Visual effects
- Matching product and service packaging
- Physical attributes (e.g. colour, finish, shape, etc.)
- Public relations campaigns
- Unique selling points
- A story
- A website
- Email signature
A brand identity is a complex thing to build. It needs to reflect both what the company stands for and what the company wants to achieve. For many businesses, the challenge is that they do not have the time or the in-house expertise to create a brand identity that is going to work for them. This is where the role of an external agency comes in. They can help take the reins on developing a brand identity and then help the business implement the strategy.
Why Logos Are Important
A logo is an important part of a brand identity because it is capable of conveying so much information about a company in a glance. A good logo will always be associated with a product in the viewer’s mind. Even if they are not consciously aware of it, when someone sees a logo they will instantly have preconceived notions about the company that created it. The power of a good logo is such that it can be used to create immediate associations in the minds of those who see it. It can help the viewer make quick mental connections between the company and its products. A good logo is essentially a combination of both form and function.
Take Time To Think About The Look Of Your Brand Identity
Creating a unique and custom-designed logo can be both a daunting and fun task. A corporate logo is only as good as the time that you and your agency spent thinking about what it should look like. It is always better to take your time and think through every stage of the process than to rush through it. You will certainly go back and review your design a number of times before it is perfect.
The Importance Of Colours In Creatiing A Brand Identity
Colour is another important aspect of a brand identity. Different colours have different associations in the mind of the viewer. Different shades of the same colour can also have different associations. For example, navy is often associated with a strong sense of authority and reliability. Light blues are often associated with a feeling of joy and excitement. The choice of colours that you use for your brand identity can have a dramatic effect on how others perceive you. It is always better to use complimentary colours instead of using all of the same tones. You should consider creating a mood board or a palette of colours that you feel represents you and your brand.
The Importance Of The Tagline
A tagline is a short phrase that is often incorporated into a company’s name or logo. It is used to describe the company’s offering or the reason why it is special. For example, you could have the tagline; ‘the leading supplier of office equipment in Australia’ or ‘the number one brand in Australia for mattresses’. A good tagline should be memorable enough for people to want to learn more about your company but it should not be so long that it becomes tedious to read.
Design Is Important
The look and feel of your brand identity is important. If you want a design that is going to represent you well, then you need to spend the time to create something unique that fits the ‘persona’ of your company. Good design will always make a positive impact, even if you are not consciously aware of it. You can use design to create a mood for your brand. The impact of good design will be that it draws more positive attention to your business. The more positive attention that you can get, the better because it is then easier to convert this into sales. Think of the Apple logo. Everyone knows what the Apple logo looks like and everyone knows that it is associated with Apple products. People have a good mental image of what an Apple product looks like. Therefore, the design of the Apple logo is highly effective in encouraging people to think of Apple when they see it. As a designer, it is your responsibility to make sure that your logo looks as good as new. This is something that you need to keep an eye on, even when your brand identity is being implemented. Remember that good design is timeless and will always work to promote your business.
Visual Effects
Visual effects are another important aspect of your brand identity. The use of imagery in combination with colours can be used to create something that is unique to you. For example, you could use orange and white to create a sense of optimism. Alternatively, you could use the colours green and yellow to represent a sense of technology and growth. The point is that you can use colours and imagery to create a mood or a feeling. It is your job as a designer to play with colours and imagery to see what works best for you.
Matching Product And Service Packaging
Matching product and service packaging is yet another important aspect of a brand identity. When people see that your product or service is packaged in a way that is similar to what they are already used to, it is going to be much easier to sell your product or service. You can use a variety of strategies to ensure that your product and service packaging lines with each other. Make sure that your product packaging does not highlight any differences between your product and those of your competitors. In many cases, the packaging that you use for one product can be used for another. For example, the packaging that you use to ship luxury goods can also be used to ship basic goods. Ensure that the look and feel of your product and service packaging is consistent. Matching product and service packaging will not only make consumers feel more confident about your products but it will also help you stand out from competitors.
Physical Attributes
There is no substitute for good old-fashioned hard work when it comes to developing a brand identity. You need to put in the time to ensure that your logo, colours, typeface (or the way in which the text on a website is presented), design, and the way that everything sits together is uniquely representative of your brand.
The final stage in the process of creating a brand identity is to make sure that everything is implemented thoroughly and that all of the associated documentation is kept up-to-date. This is so that everyone who has a say in the matter, from top to bottom, is on the same page. Remember, if you want others to brand you as you wish to be branded, you need to make sure that everything is done professionally and with a minimum of fuss. This is a very important part of the process as it indicates that you have taken the time to try and make sure that everything is perfect.
Unique Selling Points
A unique selling point (USP) is something that makes your product or service special. It is something that differentiates it from your competitors’. A USP can be anything from;
- A distinctive feature
- A quality that is uncommon or difficult to find
- A combination of the two
- A combination of the two
- A reason why people should buy your product or service
- A reason why people should avoid your product or service
- A feature that makes your product or service stand out
- An advantage over your competitors
- A price that is cheaper than your competitors’ pricing
- A combination of the above
- A combination of the above
- A quality that is difficult to replicate
- A quality that is difficult to attain
- The time or history that your product or service is unique and it has been around for a while
- The time or history that your product or service is unique and it has been around for a while
- A combination of the above
- A combination of the above
- A combination of the above
- A combination of the above
A USP should be something that is valuable and unique to your business or your brand. It is also something that is difficult to copy. It is important to make sure that your business does not claim to have a unique selling point if this is an easily reproducible quality or characteristic.