As individuals, we make conscious choices every day on how we are perceived by others. And a business should be doing the same thing.
How people perceive your business, if they will buy from you, and how much they will spend is all influenced by your brand identity. Good brand identity design helps you guide how consumers perceive your business.
Because a business is more than just the sum of its parts there has to be planning that goes into creating a brand identity.
Ideally, it all comes down to having brand recognition which means people know exactly who you are and what you do just by seeing your logo or hearing your name.
Being aware of how brand design works and what’s involved is the first steps in creating your brand identity. The key is to be consistent at all times and this will help you gain more recognition and help your business grow.
Before getting into the details it’s good to know exactly what brand identity is. Here goes…
What is a brand identity?
A brand identity is how that business wants to be perceived by its customers.
Brand identity design is the thoughtful arrangement of various elements of the business being brought together visually to reflect the value the company is bringing to the market.
Brand Design is the intentional creation of something and, in this case, brand identity.
What makes up brand identity design?
Every part of your business that a customer sees or hears is part of your brand identity.
All elements such as your logo, name, colour palette, value proposition, images, and even the font you use will make up how your customers see you. Whether these are used in your social media posts, videos, website, stationery, they all work together to ensure your customers know exactly who you are, what you do, and who for.
It can be used to evoke emotions in customers from exciting to calming and everything in between.
We’ll start with the logo because it’s often the first visible part of your brand.
The logo is at the core of your brand, the signature, and is often the first impression of most businesses.
If you are doing it right, people will see your logo on business cards, adverts and of course your website.
A logo will tell your company story at a glance in a visual form that people process instantly. It sets the stage and should be kept simple, not too complicated or over the top and, above all, easily recognisable from your competitors.
A logo should tell the story in design, colours, emotion and form.
If you want your business to be taken seriously, it’s not a great idea to have your business based on a cookie-cutter logo that doesn’t say much about your business. Although if you are just starting out and have a limited budget, this can be a quick fix that can get you going but ultimately should not be carried through for too long as your business grows.
A professionally researched and designed logo will be one of the best investments you can make in your business. It also needs to be timeless.
Colours tell a lot about your brand and are at the root of how people interpret your company.
Each colour tells a different story and has a unique meaning.
Here’s how you can break down basic colour meanings in colour psychology:
- Red – danger, passion, excitement, energy.
- Orange – fresh, youthful, creative, positive.
- Yellow – optimistic, cheerful, playful, happy.
- Green – natural, vitality, prestige, wealth.
- Blue – communicative, trustworthy, calming.
- Purple – royal, majestic, luxurious, spiritual, mysterious.
- Brown – organic, wholesome, simple, honest.
- Pink – feminine, sentimental, romantic, exciting.
- Black – sophisticated, formal, luxurious.
- White – purity, simplicity, innocence, minimalism.
The colours you choose will represent your brand and convey unspoken meaning. Together with your perfect core colour, you will have a palette of primary and secondary colours on your brand board.
There can be a story behind the font you choose. Font choices aren’t just about personal preference, they tell a story and have subtle influences on how consumers interpret your business.
For example, a lot of tech brands tend to use sans serif fonts while many traditional brands use serif fonts. Feminine brands tend to choose script or hand-written fonts, and brands wishing to evoke a vintage feel can opt for a growing selection of vintage-style fonts.
The font you choose also plays a part in the overall personality, mood and tone of your business.
The personality and tone of your business are immediately noticeable by consumers.
They’ll notice the language you use whether it’s conscious or subconscious.
The language used to convey additional personality and tone beyond the colours and logo should be consistent. If your colours and logo speak about positivity then your language ought to follow. A good copywriter, together with a good brand designer, can really help you nail this.
Photos and Illustrations
People focus on images and process them fast. Again all images should be consistent in art direction and focus on the one idea you’re trying to convey with your brand identity. By having a different style in all your images you will confuse your customers about your message and overall brand.
Depending on your business and its brand identity, you may prefer to use illustrations with a playful feel.
A good brand identity design takes a lot of elements into consideration but it all requires planning.
Plan Your Brand Identity
No matter what you choose as your main brand identity, brand design will help you make it consistent throughout your company.
Planning your business and how people should see you will help build trust in your company. If you’re consistent and stable in your message, and do it well, then your business will be memorable.
Having your brand identity together and consistent will make you stand out as unique, rather than having everything all over the place, like a lot of small businesses do, and confusing your customers. If a brand design isn’t consistent, it can dent the overall reputation of the business and if your business wants to command the prices you have set, having a consistent and well thought out brand identity is key to growth.
Creating a brand identity isn’t a quick job, it can take weeks of planning and execution. But once you have something that really works for you and speaks to your customers, it will be just the best investment of your time.
And once you have a good plan in place for your brand identity you need to make sure that message gets out there and that you remain consistent in all your communications!
If you need help with creating your brand identity, whether you are just starting out or looking to refresh and rebrand, please contact me and see what magic we can make together!