Think of brand identity as that unseen hand which quickly brings your business’ name to the mind of your audience whenever they think about your industry. The intangibility of brand identity makes it easily overlooked by business owners looking to scale their businesses
Here are five key things to consider in creating a strong brand identity
1/ Get your logo right
You will likely go through many iterations of this, but it’s worth it. Don’t fall into the trap of wanting to go for cheap logos as you will be harming your brand’s perception if you do that. This isn’t to also say that highly priced logo equals quality. So it’s advisable to only appoint a highly skilled design company to provide you with a logo which will stand the test of time.
2/ Choose a font that matches your brand personality
Along with your color palette, you need to be mindful of the font you use as it can speak volumes about the type of business you are. For example, if you run a serious business, you may want to stay away from Comic Sans, but if your business is light-hearted and fun and that’s how you want to be portrayed, then Comic Sans may just be the right font for you.
3. Choose images that address your audience and reflect your brand
Be mindful of the images you put on your materials both on/offline. Take time to do a proper product and model shoot using a style which resonates with what your brand stands for.
4. Don’t forget about layout
Many brands believe that if they have their logo, color, and fonts set, then they’re good to go. But the reality is they’re not quite finished yet because how those elements flow together is equally as important.
How you present them as a unified strategy can truly make or break your brand’s recognition.
5. Use the visuals to bring out emotions
The more of an emotional connection you can make with your audience, the more likely they’ll be to trust you and eventually buy from you.
What do you want your audience to think and feel when they come across your brand? Ask yourself these questions, and remember, visuals can more quickly tell customers whether your brand is a good fit for them more than words can.
6. Test your initial concepts
Like anything with marketing, you should test and optimize your visual elements until you land on one that truly resonates with your ideal customers.
Once you have the visual component solidified, document your style guide within your company’s processes. Should you ever need to bring on new designers, this will be key in ensuring nothing gets missed as you move forward.
With all aspects of marketing, you must remember to put strategy first. It is the backbone of everything that you do. If you can get that in place, creating the visual elements will be much easier because you’ll truly know who your business is, what it represents, and who you want to attract.
Is there any point you think should have been included? Please mention it using the comment box below.
