Brands are making continuous efforts to create a memorable impact in people’s minds. Here, the concept of brand identity comes into play. There are various factors upon which you can create the memorable identity of a brand. Before directly creating it, you have to understand the basics of it. Once you get all of them, you will be able to create a memorable brand.
In this article, we have mentioned everything you need to know about creating your own brand identity. From all the brand elements to how you can create them, we have covered everything in this article. Let’s begin with the guide !!
What is Brand Identity?
Brand identity refers to the visual components demonstrating the ideas of the company. It includes the colour palette, design, and logo of the business and allows you to build your different perceptions in the consumer’s mind. It also gives a competitive edge to the companies by building their whole separate identity.
You just have to define the intent of your business and how you do the work. It is a little different from the brand image and branding, though you might have seen them used interchangeably. Therefore, the brand-identity strategy helps the companies to build loyalty and trust and make it easily recognizable to the customers.
Brand Identity Definition
Brand identity is defined as various visual elements to represent your company. Simple visuals such as your company’s logo, message, voice tone, and more will help you to distinguish it from your competitors. It will help your brand to shape the positive perception of your brand in the customer’s mindset. Plus, you will also earn the loyalty and trust of the customers over your brand.
How to Create a Brand Identity?
Step 1: Define Your Clear Purpose and Position
Before directly jumping into establishing your brand identity, you have to define the purpose and goals. This means you have to find out the existence of your brand and how it is better than your competitors. After that, you can relevantly develop your brand’s look and feel. This allows you to create a brand with the required vision and mission statement. When you properly define your desired purpose and position, you can take the required actions.
Step 2: Research Your Ideal Customer, USP, and Competitors
Once you have your expected goals and objectives, you have to go through the market research. Thoroughly search for your audience, USPs, and rivals.
First of all, you should thoroughly understand your targeted audience. You can develop the products targeting the needs and pain points of your targeted customers. After developing a relevant product, you have to create some USPs (Unique Selling Propositions) for your brand. It will help you stand out in the market.
To develop such products, you should properly study your competitors and rivals. Make sure to include the mission and vision of your company properly. For instance, Apple has created a premium segment market targeting high-value customers. Similarly, they have created relevant high-end products.
Step 3: Establish Unique Visual Elements for Your Brand
After properly researching your market, you should focus on creating the right visuals for your brand. It includes designing the company’s logo, website, colour palette, and more. This helps the brand to be easily recognized by the customers and come back to your company whenever required. Visuals of the brand are used in every aspect of online and offline promotions. It directly represents the brand identity of your company.
You have to showcase your logo and theme at every element and initiative of your business. It includes web push notifications, billboards, commercials, posters, etc. Therefore, you should create a unique identity that will help you make your product memorable for the customers. For example, you can craft fantastic product packaging to be remembered.
Step 4: Decide The Voice Tone Align With Your Targeted Audience
Visitors first see a brand and then read what’s written on the website, marketing campaigns, posters, and influential posts. You have to utilize the voice tone to match the personality of your brand. Make sure to use the same voice tone or brand message across all of your platforms. It could be conversational, informational, influential, and more. Many companies prefer to utilize the power of storytelling to connect customers with their brand emotionally.
Step 5: Leverage On-Brand Graphics and Photography
To complete the brand identity, extended visual language can support you better. It consists of the graphics, iconography, design assets, photographs, etc. To understand it better, you should closely observe the icon designs of Google. They have played with all types of possible successful graphics. Some of their app icons have utilized a reductive (flat) approach, geometric shapes, face-fronted icons, the standard colors in the background, pixel grill-aligned icons, and more. It will help you to understand the central psychology behind the graphics and icons. In fact, you can also create the same impact on the visitor’s mindset by focusing on these visual guidelines.
Step 6: Craft Your Brand Identity Guidelines
Lastly, you should create comprehensive brand guidelines based on the defined brand identity. The guidelines will help you to inform your employees and team members regarding the desired elements and style of your brand. In this way, you will be able to maintain the identity of your brand across all the platforms automatically. Moreover, these guidelines will also save your company’s time in teaching each employee one-on-one. In fact, you can also ask your team to create some custom brand templates that can be used everywhere. This will allow you to market your brand in a simple way.
8 Main Visual Elements of Brand Identity
1. Logo
They are generally developed in the form of texts, images, and shapes. It directly represents the name and purpose of the brand because it is the most essential element of a business. In today’s world, companies generally prefer to utilize text-based logos, as they are easy to be remembered by customers. Just try to make a simple, memorable, and versatile logo considering the long-term planning of the company.
2. Font
Typography/fonts are one of the essential elements of a brand identity. It allows you to talk to your visitors and potential customers. You have to use this element across your website and promotional campaigns. The font should be simple and easy to understand, including Proxima Nova, TT Norms Pro, Cambria, and Helvetica. You will find these typographies widely used by some of the famous brands, such as Spotify, Jeep, Panasonic, etc.
3. Color Palette
Colours always play a crucial role in any brand. It attaches your brand with a sense of emotion that helps the visitors to connect with it. For instance, you would have seen the legendary blue colour of the Tiffany company. It triggers a surprised and joyful feeling in customers’ minds. Therefore, people often recognize the brand even before seeing the logo.
To choose the colours, you should thoroughly read the psychology and emotions attached to each colour. You can develop your colour palette using a combination of 3-8 colours. It might include one primary, two secondaries, and 3-5 complementary colours. Make sure to choose the colours that differentiate you from your competitors in a positive manner. Also, feel free to do experiments with the colours as it can drive whole different results.
4. Website
It is one of the most essential parts of any business in today’s digital world. You necessarily require a good website if your business is online. Customers won’t believe your offering unless you have a good representation of your product and service through a website. Plus, the website also creates a sense of trust amongst the customers in the market. If your website is that important, then it has to be filled with all other essential elements.
5. Business Card
These are the basic needs for running a business nowadays. It develops a positive impact on your brand in the customer’s mindset. You should design a simple business card with a logo of your brand. Just put up some key details and contact information for your company. The only purpose of a business card is to showcase your work and allow the customers to reach out to your brand.
6. Shapes and Imagery
The human mind first observes the visual shapes and imagery over any platform. It controls how your audience would feel after seeing your website or social handles. For instance, the round shape triggers the feeling of unity and comfort. A hard-edged shape generates the emotions of stability and reliability. Therefore, the shapes and imagery can help your brand to create an attachment with the audience. Be selective in deciding the visuals that resonate with your audience.
7. Product Packaging
Physical products manufacturers or sellers must focus on their packaging. It is one of the essential elements to attract customers. The pleasing designs of your product help you improve the overall experience of your products. You would have generally seen all the premium products to come up with an amazing packaging feel. It enhances the whole purchasing experience.
8. Email Design
Email marketing is widely used by all businesses. It allows the brands to reach out to new clients and customers. As mentioned, it is used by almost everyone. Thus, you have to do something unique to make out your mail in the crowded inbox. You should get a designed email template that properly aligns with your brand identity. Also, develop specific designs of email based on their purpose. For example, personalized emails are short and sweet, and informational emails are easy to read, scan, and fill up with images.
Brand Identity Examples
1. Coca-Cola
Coca-Cola has established a solid brand identity. People already have various associations with the company’s name. After listening to the name, you might get reminded of its red logo and captivating drink picture. All of its related elements trigger a feeling of joy and happiness in the people.
2. Mailchimp
Mailchimp has established itself as a friendly and refreshing platform. They include these traits in their email marketing campaigns that allow the brands to be recognized. You will always remember their winning monkey. They have even beautifully utilized the color palette. The yellow color triggers the emotions of laughter and sunshine at the same time. Therefore, this brand is one of the great examples of brand identity.
3. Levi’s
Levi’s is basically known for its familiar designs for its jeans segment. They have stitched the same logo in every Jean’s back pocket, creating an instant connection to the customers. Moreover, the brand also widely utilized its logo over the merchandise or hoardings. Because it is very eye-catching and easy to use, this brand has so much popularity because its products are directly involved in the lifestyle of customers.
Wrap Up
These are the eight simple elements of the brand identity and the process of how you can create it for your business, too. It will help your business to be easily recognized by all of your audience. By following these steps, you can create a positively attractive brand image. We hope this article helps you understand the fundamentals of creating a brand identity.