What Is Brand Identity?
When talking about branding, the term brand identity is sure to pop up. A brand is a type of philosophical and emotionally driven concept. Brand identity is more specifically related to the visual component of the brand. It is the taking of the brand concepts and creating something that visually represents those bigger ideas.
Your brand identity relates to your colours, packaging, messaging, typography, and other visual elements of your brand. It is your brand identity that attracts new customers to you. That’s why it is so important for you to have a brand that is the same across all touchpoints for your customers and other stakeholders. If you lack consistency or you have components of your brand identity that are not clear, it’s going to impact any type of advertising you’re doing.
The Elements of a Brand Identity
Opinions on what goes into a brand will vary but some elements are critical in creating an authentic, attractive and consistent brand. These are the core design elements in creating a brand that’s actually half decent…
Brand purpose and positioning
Before establishing your brand identity, it is critical to clearly define your company’s purpose. Of course it’s the dream to be obscenely rich, but go a bit deeper. The purpose of your company is the reason it exists. You probably saw a hole in the market or wanted to provide your services and talents to those who could use them. Brand positioning is detailing who needs your product and what makes it better than the competition.
Once you define this, you can then start to inform your strategy for details of your brand identity. When you name your target customer and then showcase how you are different from the competition, you begin to work towards accomplishing your goal.
Market research is a critical component (and sometimes the most hated component of developing a brand by companies), but it provides the insight that you need. Talking to people in the simplest of forms. Conduct a phone interview. Set up some social media connection tools or online surveys.
Once you complete market research, you are then able to create customer personas. A persona defines the customer’s problem that you can fix and their personal traits. Once you define these personas, you can then begin to know what type of personality your brand should have to attract the customers you want.
Try to imagine your brand as a person. Yes, it’s a weird step, but when you do this, you’ll easily be able to answer one question. Would you like your brand as a person? In other words, you want your brand to put off “you” vibes. Would you think they are over-the-top or a bit of dickhead? You don’t want that. Nobody likes a dickhead. Personality is a big part of your brand identity so nailing this element is crucial.
There are some logos you easily recognise. From Pepsi to the Disney logo. Whether it is a shape or includes words, the logo is something that people remember. You want them to connect that image with your business. Your logo should match and compliment your brand. A simpler brand logo is best because it is easier to remember and associate with your company.
Next, take your company branding to the next level by defining its colour palette. Keep it simple. Use primary colours. Incorporate only 2 or 3 of them. You don’t want your customers to thinking they’re tripping balls on acid when they take a look at your brand. Take some time to study the emotions behind various colours so you can create a colour palette that creates the right vibe.
Spend some time on this part of the process, even if it seems less important. Choose the typography for your branding. Choose fonts that work for you and go along with your colours and logo – remember, everything is connected. Make sure they are easy to read and sized the right way for both desktop and mobile. Sometimes
You may want to add a bit more to your brand identity in the form of supporting graphics. This is becoming more common in the age of digital art. Add these only when they make sense for your business’s image. Geometric shapes, curved edges, and background colours are some examples. You might even have an animated company avatar or mascot if that suits the personality of your brand.