In the face of direct competition, successful brands stand apart. Consider Dunkin’ Donuts against Krispy Kreme, McDonald’s versus Burger King, or Apple versus Microsoft. Even though they sell nearly identical products, it’s nearly impossible to confuse one for the other. This is due to the fact that each has a distinct identity that resonates with customers and creates a lasting impression. Here’s a closer look at what makes a good brand identity.
What is Brand Identity?
Brand identity refers to a company’s unique design and messaging, which includes its logo, colour scheme, typography, voice, and tone. If you offer physical things, your brand identity might include tangible features like the look and materials used in your packaging.
Consider your own identity as an individual—it is what distinguishes you. Similarly, brand identity is the collection of characteristics that distinguishes one organisation from another.
The branding process, which is continuing work you conduct to develop and constantly enhance your brand identity, determines brand identity. This entails making deliberate decisions about all of the elements that comprise your brand’s identity, such as colour, typography, and voice.
Is your brand identity synonymous with your brand? Not quite. Your brand is how the rest of the world views your business, product, or service. Your identity and how you promote your firm will have an impact on this, but ultimately, customer perception determines your brand.
6 elements of brand identity
- Logo
- Color scheme
- Typography
- Voice and tone
- Packaging
- Imagery
The identity of a brand is made up of many different components. When considering brand identity, visual features are frequently at the top of the list, but characteristics such as voice and values are as crucial.
1. Logo
A well-designed logo may last for decades and cross linguistic and cultural boundaries—you don’t need to read the word Nike to know who created a sneaker with a swoosh on it. It’s effectively your brand’s shorthand, which is why logo design is so important.
Logos are frequently graphical markings or wordmarks (logotype), and both have advantages and disadvantages. You may also create a combined logo that includes both a symbol and a typographical rendition of the company name.
2. Color scheme
Colors are an important part of your brand and may quickly identify you from competition. Because of colour psychology, they can also impact consumer perception and decision-making. People may identify red or pink with love and yellow or orange with joy, for example.
Decide what you want to portray with your brand’s colour palette. Strive for harmony rather than competition when selecting colours.
3. Typography
Your brand’s typography consists of the typeface and font you choose, as well as the principles that govern how you utilise them. Usually firms choose two fonts; if you use more than two, your design may become cluttered or confusing. Some fonts are available for free, while others require a licence. A designer can also build a bespoke typeface for you.
4. Voice and tone
In writing, voice and tone are how you portray your brand’s personality and attitude. If your brand’s graphics are what make it appear like you, your voice and tone are what make it sound like you. Consider Tushy, which openly discusses your derriere. It’s a subject that most businesses—and people—avoid. Tushy, on the other hand, embraces it with enthusiasm and humour.
5. Packaging
If you create actual things and transport them to clients, your product packaging is also part of your brand identity. Packaging should be aesthetically consistent with your business’s identity, bearing your logo and, when feasible, utilising your brand colours and typefaces. All written text on or in your packaging should represent the tone of your brand. Even the packaging may be used to promote your business.
Consider Zero Waste Cartel, which provides environmentally friendly cleaning, bath, cosmetics, and kitchen items. The firm substitutes biodegradable or reusable materials for plastic in its packaging and compels customers to buy some goods (such as toothbrushes) in bulk. The selections show the company’s commitment to sustainability and fit with the ideals of its target customers.
6. Imagery
Photography, iconography, and illustration are all examples of brand imagery. Consider the impact of background photos and product photographs on your website on your brand. Silk & Willow, an online ribbon, linen, and paper store, does this with its extensive use of plant images. The graphics attractively display the company’s products and complement the phrase “inspired by nature.”
How to develop a strong brand identity in 6 steps
- Define what you stand for
- Choose a name
- Embark on the branding process
- Do a gut check with your audience
- Create your brand assets
- Put your brand guidelines in writing
1. Define what you stand for
When beginning from scratch, consider the purpose, vision, values, and target market of the organisation first. While building your brand identity, you may utilise these as a sounding board.
2. Choose a name
If you don’t currently have a business name, the Shopify business name generator will help you come up with some.
3. Embark on the branding process
Creating a brand strategy requires time and careful consideration. You’ll deliberate over every aspect of your brand’s identification.
4. Do a gut check with your audience
Your brand must connect with your target audience in order to be successful. Present your growing brand work to trusted collaborators or perhaps a focus group of people from your target market to ensure that your brand resonates with them.
5. Create your brand assets
Gowebfast’s free logo, slogan, and business card creators may assist you in developing your brand identity and creating brand assets. Other free apps include Coolors for exploring colour schemes and Fontpair for identifying typefaces that work well together.
6. Put your brand guidelines in writing
Once you’ve established the pieces of your brand identity, you may create brand rules and a style guide for how you display your firm to the public. They are sometimes combined into a single document or set of standards to which your staff may refer when making judgements.