What is the brand identity and how is it created?
Just like your personal identity, brand identity makes your business unique. But what exactly is a brand identity? What has this got to do with brand design? And how do you build a strong brand identity that takes your business to the next level? In the following text, we try to answer these questions.
What is brand identity?
Brand identity is a set of all the elements that a company creates to convey the right image of itself to the customer. This principle is what makes you immediately known by your customers. Your audience associates your brand identity with your product or service, and that identity is what builds the relationship between you and your customers. Ultimately, it builds customer loyalty and determines how customers perceive your brand.
How to build a strong brand identity?
1 – Know your identity well.
Before you know what tangible elements you need to form your brand identity, you need to know who you are as a brand. Your identity as a brand consists of several main elements:
- Your mission (examining the “whys” of your business)
- Your values
- Your brand personality (if your brand was a person, what kind of personality do they have?)
- Your unique position (how do you differentiate yourself from the competition?)
- Your brand voice (if your brand was a person, how would it communicate?)
These elements are what define your brand, and before you start creating your brand identity, it is important to have a clear understanding of each of them. Don’t be afraid if you have trouble figuring out exactly who you are. Sometimes, all you need is a simple brainstorming session to help you plan ahead as a brand.
2 – Ask questions
- Why did we start this?
- What are the beliefs and values that are important to us as a company?
- What do we do better than others?
- What makes us special?
- If we could describe our brand in three words, what would they be?
- What are the three words we want our customers to use to describe us?
Once you have answered all your important questions as a personal brand, it is time to create an identity that enlivens your brand and shows who you are most important to those around you.
Design: The foundation of your brand identity
Your design is what builds your business identity. Your company’s design assets are tangible elements that determine how your brand is perceived. Things like your employees’ logo, packaging, web design, social media graphics, business cards, and uniforms.
In other words, if you design yourself in a way that attracts the audience, you have designed your brand identity in the best way and you have taken a big step in creating a successful business that is an accurate representation of you as a brand; So, how exactly do you go about designing your business identity to take your business to the next level?
Develop your brand design
Before you start creating and arranging your assets for brand design, you should take a step back and review the principles of your design structure. We mean the elements of your brand identity that you want to determine before creating your design assets. These include:
Typography refers to the font (or font type) you choose for your brand material. It is very important to choose logo fonts and brand fonts wisely. There are four major types of typography:
- Serif fonts (such as Times New Roman or Garamond) have this type of anchor at the end of each letter. If you want your brand to be authentic, traditional and just a little old-fashioned, this is great classic typography.
- Unlike Serif pens; Sans serif has no corners. Sans serif fonts (such as Helvetica or Franklin Gothic) are letters that have smooth edges and lack the anchor or “base” of their row counterparts. Sans serif fonts give brands a more modern and attractive look.
- Script typography is designed to mimic handwriting. These fonts (like Allura or Pacifico) can be a great way to add a sense of luxury or femininity to your brand.
- Display pens have a specific element in each display font. Whether it is an unusual shape for letters, outlines, shadows, or an artistic edge (such as Metallica). Do you want to make bold statements and build a business identity that people will not soon forget? The Display pen is a great way to do that.
Each model of typography you choose will give the customer a lot of information about your brand; So choose your fonts wisely.
The next thing that will be very important in discussing the design of your brand appearance is the issue of brand color and coloration. People – including your potential customers – are psychologically associated with different colors, and the strategic use of brand colors and logo colors can have a serious impact on how your audience perceives your brand.
Note the following:
1 – Red:
Red is the color of excitement. If your brand identity is youthful and exciting, this is a great option.
2 – Orange:
Orange is another energetic color and is great if you want to look friendly and playful. Less red is used, so it will make you stand out.
3 – Yellow:
Yellow is the color of the sun, the day, and happiness. If you want to feel entertained, available and affordable, this color is a good choice along with instilling a sense of vitality and freshness.
4 – Green:
Green can be used for almost any brand. Culturally, however, when people see green, they think of two things: money or nature. If your brand is tied to any of these, green is definitely a good choice.
5 – Blue:
The most attractive color in this range is blue, which can help you to present your brand as more stable and reliable; So if you want to use a large crowd and make them trust you in the process, go with blue.
Your brand identity is what separates you from the endless sea of competitors and shows your customers who you are and what they can expect from working with you. If you want your brand to be positively perceived by customers, it is very important to design your brand identity properly and create designs that accurately portray you to your customers.