With probably billions of businesses competing with each other every day to succeed and get as many customers as possible, the one whose name and image is more recognizable and memorable to everyone will win. That is why, if you want to have your business name at the top, having a strong brand identity is crucial.
Brand Identity is the set of all the elements that a company creates to give the right image to its consumer. It not only includes the logo of the company but the design and colors and even values that can be only identified with that brand, which people can distinguish in their minds.
It is also interesting to know that multiple terms can be confused with Brand identity or related to it somehow. Therefore, it is important to understand them as well. For example, Brand identity is different from "brand image", and "branding", although these terms are sometimes treated as interchangeable. The brand image describes the subjective perception of your brand from the outside while the Brand identity defines how the brand owner wants the brand to be perceived. On another note, brand design is the process of creating the visual assets of your Brand Identity while Branding refers to the process of marketing your brand.
As a business owner, you might have to compete against big brands with devoted customers and big marketing budgets. Therefore, you need to research and build a solid brand process of your own to stand out from the competition. Think that there are very similar products or services out there, also probably with the same level of quality, so the consumer will choose the one he trusts the most or a memorable brand that is attractive to the eye or matches his values and ideas. For example, many of Apple’s competitors' products are technologically just as good as theirs, but their brand is so iconic that it can attract and keep customers for life.
These are the ways a strong brand identity helps your business:
To create a solid brand identity you have to do some research. Think that your Brand identity is also how you want others to perceive your brand, and in the end the ones that will determine that are your customers. That is why you have to pay attention not only to your preferences but also to those of your target group or audience to make a difference.
We have here the first steps that can help you start building a strong brand identity:
When you have already done some research about your market and your audience, you have to start actively presenting your brand. Even though as stated before a brand is not only the logo or the design, it clearly has the biggest impact on how your brand will be recognized and remembered. This is also one of the major steps in building a strong brand identity. We have to remember that we live in a visual world and there are aesthetic indicators that influence our feelings to make us take different actions, and we do not even realize it.
Let’s start first with your Brand identity colors. Think that colors do not just define how your brand looks, they will evoke the feeling that you want to communicate. You should investigate a bit about “Color Psychology”. This is the study of how colors affect human behavior.
For example, the color red can stand for passion, excitement, and strength. Coca-cola uses it to provoke appetite. It also conveys energy and confidence to the brand and it’s a color that attracts a lot of attention, hence why it is always so vibrant in its branding. It is not the only brand that includes this color: Pizza hut, McDonald’s, KFC, and Burger King are also some examples.
Brands that offer outdoor products, like The North Face, offer a palette of earthy colors which makes you want to have an outdoorsy experience. Think also that studies say that different colors affect people of different age groups or gender in different ways, so it’s important to investigate what resonates or will attract your specific audience the most.
When choosing your colors, keep it simple: choose 1-2 primary colors and secondary colors to support them. If you need some help or inspiration, there are some free tools that can guide you, like for instance Coolors, which can help you see which colors go together and complement the first color you chose.
As stated before, the logo is not the entirety of the Brand identity, but it’s definitely a vital element in the branding process, because it is, in the end, the most recognizable part of your brand. It should be everywhere in all your branding materials from your website, emails, business cards to your social media.
Think that the logo will be the first impression anybody will have of your business and has to define the personality of your brand. Is what will make people curious and stay, or just walk away. Therefore you should take your time to create the perfect logo for your brand.
Here we have some tips for you to keep in mind when designing your logo:
If you don’t happen to be a designer and also have nobody working for you with those skills, Fiverr, for example, is a database of freelancers who are happy to do the thinking and design for you. Whoever is the designer or agency you pick, don’t settle for the first logo they give you; you need to make sure they give you every possible version of the logo, and that it meets your needs and aligns with your brand identity.
The typography is the font or fonts you will use in your branding materials (be it website, emails, or business cards). It is important to think about it since every font has its own personality. It also gives personality to your brand and it will communicate it through its style.
Here are some tips about how to choose the right font for your brand:
Remember that when it comes to your brand development, consistency is key, so well-chosen typography is a major part of cohesive communication across all branding materials, and it will also take part in people recognizing your brand.
That’s it, you've established your brand personality and you’ve created the ideal basis for all the branding materials your business needs—whether it’s business cards, packaging design, or web design. By setting the tone for your style, color palette, font, and overall look and logo, you’re more than ready to start showing the world your brand new face!