If you have your own business or are employed in marketing, chances are you’ve heard the term brand identity more than once already. But what does it actually mean? Is there only one way to create an effective brand identity? To find out the answers to these questions and more, continue reading the following guide on how to create an effective brand identity, according to marketers.
Start by understanding the role of branding in marketing. Read our blog: What Is Branding in Marketing? Roles, Benefits, Disadvantages.
88% of consumers say authenticity is important when deciding which brands they like and support (with 50% saying it’s very important) – Stackla
A brief history of Branding
A brand identity is a lot more than just the logo. It’s made up of many different elements that together represent your company or organization. Brand identity design can seem daunting, but it doesn’t have to be. Here are six steps that will help you create a successful brand identity: Define who your audience is and what they want from you; Determine your brand guidelines and keep them updated as needed; Brainstorm design ideas with a partner or in a group; Consider developing a mood board for visual inspiration; Be consistent with colors and fonts throughout all communication channels; Use every opportunity to show off your branding on social media, business cards, website header and footer.
An effective brand identity is something that not only attracts people’s attention but also holds it. Brands are made up of a set of different elements that come together to create a visual representation of the company. There are two main types of brands: those with a brand identity and those with a brand image. A brand identity is defined by its logo, color palette and typography; while a brand image is defined by its overall message or feeling. It’s important for brands to have guidelines in place to help keep their identities cohesive across all mediums and applications. These guidelines should include things like typefaces, word choices, color palettes and more.
If you don’t give the market the story to talk about, they’ll define your brand’s story for you.
– David Brier
The key elements of a brand
First and foremost, there needs to be a brand identity that includes a logo. Beyond the visual element of your brand identity design, you’ll also need a tagline or slogan that can help differentiate your product from others in the marketplace. There should also be guidelines in place for color schemes and branding materials (e.g., brochures). Last but not least is customer service. A customer-centric company will provide excellent customer service as they understand their customers’ needs and what they want out of their products or services. This includes responsiveness and empathy when dealing with dissatisfied customers as well as understanding which customer segment the company should target for future marketing efforts.
61% of consumers would be more loyal and more likely to buy from a brand if they were invited to be part of a customer advocate community of content creators – Stackla
Your personal brand—what is it really?
A personal brand is a key element of any company’s marketing strategy. It’s what sets you apart from the competition. In order to have an effective brand identity, marketers say that it’s important to define your brand identity elements, establish a clear and consistent voice for your company across all channels, and create guidelines that both employees and clients can easily follow. For example:
– Define your brand identity elements: What are the primary characteristics of your business? What makes you unique? – Establish a clear and consistent voice for your company across all channels: How do you want people to perceive your business? Do you want people to know what they’re getting with one quick glance at your website or social media account?
Arion Porter wrote an outstanding article on the 5 key elements of a personal brand on LinkedIn. Check it out!
Identifying with your customers
When it comes to marketing, it is important that you identify your brand with what your customers need and want (check out how to identify your target market here). For example, if you’re a car company and your customers are looking for a family vehicle with good gas mileage, then you would tailor the ads and branding to include these features. If they are looking for more luxury cars, then you would focus on that instead. When it comes to creating brand identity vs brand image guidelines, there is no one-size-fits-all solution as everyone’s needs are different. However, there are general guidelines that can help establish a baseline of what will work well for most brands.
70% of consumers say it’s important for brands to provide them with personalized experiences—up from 67% in 2019 – Stackla
Optimizing the first impression with logo design
When you’re looking for a logo design company that can help you create a brand identity or brand image, the first impression is everything. That’s why it’s important to find one that can give you the best of both worlds: professional branding and creative branding. The latter will help your business stand out from the competition and make sure that there’s never any confusion about who you are and what you do.
Take a look at 99Designs list of the most famous logos and what you can learn from them.
Adopting the tone and voice of your company/industry
A good brand identity is more than just a logo. In fact, it’s a combination of everything from your company name and colors to the fonts you use on your website. Brand guidelines are necessary for every business in order to maintain consistency with the brand identity and make sure that each element of the company is properly represented. However, not all companies choose to create formal brand guidelines. There are many reasons for this, but the most common one may be that they don’t have the time or budget needed to do so. This can lead people who work at your company to make up their own version of what your logo looks like or how they should represent your brand on social media channels.
Colors and fonts for logos—you’re limited only by your imagination!
One of the most important aspects of brand identity design is color. Colors can be used in many ways and they evoke different emotions. Choosing the right colors for your logo is essential because it will set the tone for the entire brand. For example, if you want your brand to be energetic and modern then you should probably choose a cool color like purple or blue. If you want a more relaxed feel than warmer colors like orange or red might work better for you. The font on your logo is also important because it should match up with the message that your company wants to convey.
Common pitfalls with logo design (and how to avoid them)
Logo design is an integral part of a brand identity and conveys the overall message of the company (check out our article on how to design a logo from scratch in 5 easy steps). It is important that designers keep a few key things in mind when designing the logo. First, it is important to use colors and fonts that are appropriate for your target audience and industry. Second, it is important not to include too many words in the logo. In order to avoid these common pitfalls with logo design, it’s important for marketers to be involved early on in the process when designing a logo so that they can give feedback as well as provide any branding guidelines.
Need inspiration to understand branding’s role in your business? Read these quotes about branding from a variety of business leaders.