A well-rounded brand identity design is much more than a logo, business card, or website. A brand identity design is the visual face of your business. It includes all of these various aspects and more.
The process of brand identity design encompasses everything from a company’s logo to its social media presence, customer service practices, and even its employees. It can be a tricky thing to nail down, but it provides the framework needed to create a cohesive representation of your company’s values and goals in the minds of customers. In this article we’ll learn the process of a brand identity design and its importance.
What is Brand Identity?
Brand identity is how a business presents itself to, and wants to be perceived by, its consumers. Brand identity is distinct from brand image. The former corresponds to the intent behind the branding — what the brand owner wants to communicate about their brand — while the latter corresponds to the perceptions and feelings towards the brand that exist in the minds of customers.
The purpose of a brand identity is to create a distinctive and lasting impression in the minds of customers so that they can identify your business with ease. It also lends your business an air of credibility by establishing you as a legitimate and trustworthy company.
Brand identity can include things like your logo, name, tagline, color scheme or typography. It also encompasses other elements such as packaging, website design, and social media presence, which all work together to make up your company’s overall visual identity.
Brand Identity is Everything
Your brand identity is your reputation. It’s what makes people choose one business or product over another. It includes things like your logo, your website design, your tone of voice, and even the way you answer the phone.
But it goes deeper than that. Your brand identity is shaped by everything you do and say as a company. It’s about how you communicate with everyone from customers to suppliers, partners, and employees.
Why is Brand Identity Important?
Strong brand identity will help you stand out from the crowd and make your business memorable.
Millions of businesses have a website, and countless others are added every day. So, how do you make your brand stand out? How do you create an online presence that people can’t wait to connect with?
Your brand identity is what makes you stand out from your competitors, how you are presented to the world. Brand identity is not just a logo. It’s the combination of all the different aspects that make up your business, including your tone of voice and visual elements such as your website and social media channels.
Not only does brand identity help establish who your company is and what you do, but it also helps customers identify with your business, making them more likely to use it or engage with it again in the future.
Learn The Process of a Brand Identity Design
By taking into account all of the following aspects when designing your brand, you’ll be able to build a complete and effective representation of your business in its entirety.
You want to create a new brand or refresh an old one, but where do you start? The design process can be intimidating, and there are so many things to consider.
The key is to plan ahead and know what direction you want to take your new or refreshed brand. By following these next 8 steps, you will build an effective and cohesive identity for your brand.
- Brainstorming and research: The first step is to understand what your brand concept is, who you are and what you have to offer. Remember that a good brand concept can make or break your project, so take time to consider it carefully.
- Naming: Generate several names and see which ones work best with your concept. You may even work in reverse; many designers think of the concept first and then brainstorm names, pick their favorite one and develop the other elements around it.
- Creating A Style Guide That Defines All Design Decisions For The Brand: The style guide is a document that sets the rules for how your brand works and helps keep your branding consistent. Any time you or someone else needs to produce something for your brand, whether it’s a new website, ad campaign, or even something like a t-shirt design, they will have to follow these rules.
A good style guide can be used as a tool to ensure consistency in every area of communication and marketing moving forward. It can also help prevent confusion between designers and stakeholders by establishing clear guidelines for what should and shouldn’t be done with the brand.
- Logo: Design a logo that’s both simple and memorable, as well as appropriate for your target audience. Make sure that the logo works across all mediums, from print to digital (and especially mobile).
- Color scheme: Choose two or three colors that work together as well as within your brand’s overall concept, whether it’s fun and energetic or calm and stable (for example). Also, consider how those colors will work in print versus digital applications.
- Typography: Pick two typefaces — one for headlines and the other for body copy — that not only look good together but also get across your brand’s personality. Don’t forget about readability; avoid typefaces
- Applying Final Touches and Exporting High-Resolution Files For Printing and Publishing: This includes creating various versions of each file from your original layout, as well as exporting them in different formats. For example, you’ll create two or three variations of your company/business card, letterhead and envelope designs. You’ll also create different file types for each of them (for example: .pdf and .jpg files).
- Creating Brand Collateral and Marketing Materials: Now that your brand is up and running and you’ve got a solid foundation for your brand strategy and identity, it’s time to create some collateral materials and marketing tools.
Collateral material refers to the tangible tools that you can use to promote your brand in the real world. This could be business cards, letterheads, flyers, banners, stickers, or anything else that can be printed.
Marketing materials are things like videos, social media graphics or other digital products that you can use online.
It’s worth mentioning here that there are many different types of collateral and marketing materials that you might need for your business (far too many to list in this article). These all depend on the type of business you have and what your short-term goals are.
The steps I’ve outlined above are a basic process for designing a brand identity that will help you more clearly and concisely achieve the design objectives of your project. Regardless of whether you’re designing a logo, business card or website, this process should be easy to follow. And if you ever feel lost while designing your identity, simply refer back to these steps and you should be able to figure it out.
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