“Brand identity is the outward expression of a brand, including its trademark, name, communications and visual appearance.”
Brand identity elements
Company Name
The company name is one of the brand identity elements you should start with. Finding the right name for your firm can have a significant impact on your success. Keep in mind when choosing your business name that it says everything about its owner. It is your statement of intent and the first step to establishing your unique position in the market field. The best business names help brands stand out from the crowd by communicating trust, authority and expertise.
Company Logo Design
A recognizable logo helps people remember your company. Before you get into the basics of picking things like color palette and typography, make sure you know what personality you want your business to have. The purpose of your logo is to act as a visual representation of your company’s mission and values. When designing your logo, think about how you want your customers to feel when they see it. Think about what message do you want to broadcast to the world. Then consider the type of logo that best suits your business.
Brand Color Palette
Your brand color is probably going to be the first thing your customers will see. In fact, 80% of consumers say that color increases brand recognition. In other words – the first impressions do count. Your customers will form initial impressions without even knowing what your product is about. Besides evoking emotions, colors reveal certain information. The colors of your brand are a reflection of your brand identity. Your brand’s color scheme should therefore align with your values and the message that you wish to communicate to the world.
Typography and Fonts
Typography is also an important element of design in creating your brand identity. It not only communicates the name of your company but tells a story about brand personality. Each font delivers a different message and has different strengths and weaknesses. Fonts influence your customer’s subconscious perception of your brand. This is why selecting brand typography that reflects your business’ values is one of the key elements of visual branding.
Marketing Materials
Finding the right marketing materials can help you get essential information out to potential customers and clients and effectively spread the word about your services. Materials such as business cards, brochures, posters, flyers, catalogs, newsletters, etc. share messages about your services to their potential customer. The right type of marketing material with a targeted message will help build awareness, generate leads, promote products, and re-engage existing customers.
Content
Content is another one of the important brand identity elements. It is your guide along the buyer’s journey and should be related to introducing your audience to the right kind of content at the right time. When done right, it builds your brand image and creates a stronger relationship between you and your customers. Introduce interesting blog posts to your audience, update your website and offer them quality customer service along the way. Start off with a clear strategic plan when creating your brand identity. Do it by understanding your audience’s needs, communicating a real benefit, and promoting your content.