Brand Identity in Design

Why do companies still spend money on campaigning and sponsoring different events and are always in a rush to create unique content for their target audience?

Just think of a product you really like to remember the answer. Whether it’s a logo, shop, color, or marketing campaign, chances are that something will immediately come to mind.

If I give you a shadow of a specific bottle and a red background, you are most likely thinking about coca-cola!

This shows how the visual identity of a brand is a powerful way to tell a company’s story and build customer loyalty.

If you want to survive in the market, there is no way you can skip branding and marketing. This is why today we will discuss elements of branding that will help you establish your brand and some marketing tips to give you a kick start!

The 6 Elements of Branding

Name

What is required for naming a business? Naming a brand involves more than just coming up with a catchy string of words. A company’s name is part of its identity. And perhaps it is the most essential factor of all. It provides consumers with a sense of who you are and is typically the first impression they have of your brand.

Choosing a brand name can be difficult, but determining your brand’s identity (including target market, culture, and objective) is straightforward. Once this is established, you may start thinking of names.

When consumers have a positive experience with a product, they may begin to refer to it by its brand name.

 In informal conversation, individuals frequently say “call an Uber” when they mean “call a rideshare driver” or ask for a Kleenex when they want a tissue or Band-Aid instead of a tape. 

The strongest brand names are typically brief, memorable, and distinctive without being too generic or similar to other brands. Your brand may be on its way to becoming a household name if you can nail one.

You’d be surprised that we use so many generalized words on a regular basis; that is actually a brand name. To know more about it, have a look at this article. 

 Read Also: 10 Best UI Design Tools For Designer

Logo

Your logo design is the foundation of your company’s identification. When you begin designing your logo, make sure to check the following boxes:

  • It is visually appealing: simplicity, cleanliness, and unexpectedness go a long way;
  • It Is durable rather than trendy: the last thing you want is for your logo to be out of date in 6 months.
  • It plays by your industry’s standards—and if you deviate, do so purposefully;
  • It Leaves a lasting impression on your audience 

Every business, regardless of industry, needs a strong logo that can be used on products, online, in print materials, and more. Logos are typically the first thing that customers connect with a firm and might influence their decision to purchase a product.

When selecting a logo, keep in mind that while it is often displayed in color, it must also work in black and white. A logo will frequently be required to be used in black and white, such as on other websites, images, presentations, and everywhere your brand needs to mark a presence.

Nike is an excellent example of a firm with a great logo.

The swirl logo is Nike’s principal logo, and the company and the emblem are often used separately. Their logo looks great in any hue, but it also looks great in black & white.

Typography

Many corporations, like Netflix, Airbnb, Apple, and Coca-Cola, have designed their own typefaces in order to make typography a more important component of their brand identity.

According to an MIT study, unattractive fonts have a negative impact on readers’ emotional responses to content. In a nutshell, one of the most important aspects of visual branding is selecting brand typography that reflects your company’s personality and ideals.

Just like colors, typefaces and fonts show what your brand stands for and how it makes people feel. Typography can show what your brand stands for in many ways. For instance, clean, simple, and modern sans-serif fonts say something different than old-fashioned serif fonts.

Mono spaced fonts look like they were made by a computer, while black letter and script fonts have a more personal feel. That’s why it’s important to pick your fonts carefully and know why you’re using them.

Color

Tiffany is the first name that comes to mind when I think of this color. “Tiffany Blue” is famous for the fact that it isn’t actually blue at all. Or, at the very least, not the royal blue or navy that we would think of when we hear the color.

Tiffany Blue inspires feelings of sophistication and richness. However, this is not necessarily the case for all blues. Lighter blues are commonly linked with tranquility, openness, and innocence, but deeper blues suggest a more mature sense of professionalism, security, and reliability.

Colors can affect how customers feel and what they think about a product or brand. 73% of buying decisions are made in the store, and color and appearance play a big role in that.

Colors are especially significant in website design because websites are where many visitors get their first interaction with a brand and so create their first impression. One study found that color can help people remember brands up to 80% better. Therefore, explore color psychology to learn how to choose the ideal color for your business.

Regarding marketing and branding, color psychology is concerned with how colors influence consumers’ perceptions of a brand and whether or not they convince consumers to consider particular brands or make a purchase. In other words, color psychology examines if certain colors influence consumers to make a purchase.

Tagline 

A tagline is a memorable phrase that sums up your brand’s personality. A tagline sums up who you can help and why people will benefit from doing business with you in a single statement. This brand factor, which is frequently clever, catchy, or memorable, can increase brand recognition and help you stand out from the competition.

For instance, the phrase “I’m lovin’ it” is often associated with McDonald’s; you might even hear the jingle in your brain. Similar to Nike’s “Just do it” slogan, which many athletes have probably repeated to themselves numerous times without realizing it is a catchphrase, it is inspirational and actionable.

Your tagline should be easily and instantly recognizable to the audience. Try using well-known and catchy words employed creatively and uniquely to attract attention and make your company stand out. Sharing your company’s history and personalizing it are two more ways to help your tagline live up to its full potential. 

Stories have the power to arouse people’s emotions since they are emotional beings. Make good use of the power of words. With a tagline, you can keep on making relevant content for different social media that will help you establish your brand quickly. 

Images and Graphics

 It takes only 50 milliseconds for people to form a first impression, so the photos you employ in your brand identity must contribute to positive impressions and do it quickly. High-quality, professional photography attracts potential clients because it shows that your company is detail-oriented, consistent, and has a good look.

It also makes your brand more relatable: When consumers see the face behind your business, they are more likely to connect and engage with you.

According to a survey, 65% of business executives believe that photography and other visual elements, such as graphics and videos, are essential for telling your brand’s story. 

Facebook image posts accounted for 87% of all engagements on brand pages. Tweets with images receive 150% more retweets than tweets without images, and articles with 75-100 words of images receive twice as many social media shares as posts with fewer images.

The balance of your brand’s identity, including its colors, logos, and messaging, should be complemented by photography. Brand photography may include photographs of your company’s products, employees, office space, and any other components that are deemed essential. Images and videos are straightforward methods for maintaining customer awareness of your business.

There are so many more elements and ways to create your own brand identity; it can be through jingles, marketing campaigns, advertisements, videos, and so on. 

The most crucial point here is quality content. So you need to keep planning content to help you stay on the surface in the consumer’s mind. 

Establishing a brand is not easy; it’s a 24/7 job. It takes a lot of effort and time, and all the obstacles can be discouraging at times to continue.

Here’s What You Need to Do to Establish Your Brand,

 Be Purpose-driven

A strong brand is aware of both its strengths and weaknesses. It recognizes its purpose and mission and devotes all of its efforts to become precisely what it was created to be and resolving the particular issues that it was created to solve, as opposed to trying to be everything to everyone.

 Be Unique.

Good brands are aware of their value proposition and are able to explain quickly how they differ from the competition. They differentiate themselves through a brand message that constantly references the specific functions and qualities that set them apart-above and beyond-rather than entering a highly saturated market and riding on the backs of pre-existing brands.

Understands The Target Market

A successful brand is highly aware of who is most likely to buy its goods or use its service. All brand messaging is tailored to this well-researched market. If a brand doesn’t resonate with consumers who aren’t likely to make a purchase, that’s totally fine.

Always be Consistent with Your Brand

Strong brands must describe who they are (their qualities and personality) in every official communication from the brand itself in a clear and consistent manner. This in no way implies that a brand must be excessively serious unless it is part of its brand personality. This also means it is acceptable to be humorous, witty, or cheeky, but only when a brand requires it. 

This means that every press release, memo, tweet, and Instagram post should be viewed through the lens of the brand’s personality and that every brand representative should be extremely conscious of when and how they represent the brand across all marketing, public relations, customer service, and social media channels.

Be Authentic

Brands that endure throughout time don’t strive to pretend to be something they aren’t. While being purpose-driven is akin to this, it is more complex. Being authentic entails that a brand not only clearly articulates who it is (its purpose) but also makes sure that “who it is” is actually who it claims to be.

Be Thick-skinned

No matter how well a brand is planned, defined, and performed, it will still receive negative feedback. Some of the feedback is valid when a brand has been mistaken or needs to make amends. Haters “are just going to hate” occasionally. A thorough branding strategy requires an on-brand plan to manage consumer dissatisfaction, respond to unfavorable publicity and negative feedback, and remedy errors in the public sphere of social media.

 Be Visually Striking

Strong brands have a logo and color scheme that is distinctive, immediately identifiable, and consistent with the brand’s personality. Moreover, it must be visually uniform everywhere. This type of “image” will speak volumes about a company’s brand, and any tiny variations will, at best, confuse customers and, at worst, give the impression that the company does not take itself seriously.

Conclusion

The elements of your brand are invaluable attributes that will make people remember your company. Even though marketing and messages are always coming at customers, these elements are clear signs that will help your target audience find your business.

To get started, pick a unique name for your brand that tells shoppers what you do and who you are. Then, start putting together your visual identity, which includes your logo, brand colors, and typeface. Even though it won’t be the last thing you do for your brand, a catchy tagline can help you build long-term brand recognition.

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