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For insights into better Branding & Identity for your Business read below
When you think of some of the most successful businesses in the world, what comes to mind? Likely, one of the first things is their Branding & Identity. A strong and consistent brand identity is key to a successful business that lasts the ages. It can help customers identify your company instantly, and set you apart from your competitors. Here, in our ‘short article series’ we will discuss what is needed to create a consistent, memorable and recognisable brand identity for your business.
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Your Brand
Is the perception of the company and its business in the eyes of the world and no, it’s not just the logo on your letterhead. Everything from the colors you use, to the fonts you choose, to the way you answer the phone – all of these things contribute to how people see your business. Creating a consistent brand identity is super important as it allows people to easily identify your company and what it stands for. It makes marketing and advertising more effective, as customers will already have a positive association with your brand.
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Branding
The term used to describe the marketing and advertising efforts that create and maintain the certain image for your company. A strong brand will have a clear identity, with consistent messaging and visuals across all channels. Creating Brand consistency is a tricky business and it all starts with scripts we pull out of your business plan (if you made one).
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Define your Brand
What are your values? And what does your company stand for? What’s your mission?
When you know the answers to these questions come back and see us, we’ll be able to get started creating some visuals and messaging that reflect your brand. You’ll need to create the finished package look. The haircut, the jacket and jeans and the shoes all need to work together to make up the Brand image.
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Consistency
Once you have defined your brand, it’s important to be consistent with how you present it to the world. Use the same colors, fonts, and logo across all channels. Use the same tone of voice and leave people with the same feeling and memory you did last time. I’ve had a client say to me during their rebrand; “lots of customers know us by our old logo so, it’s ok to keep using the old one too.” Sorry Ron, that aint gonna fly.
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Attention to Detail
It’s always the little things that are difficult to keep in check. Especially when it comes to marketing your brand. Make sure your website, business cards, and other marketing materials are up to date and reflect your brand identity. If other Companies and organisations are going to handle your brand, you might want to create and issue a Style Guide so others know how to use it correctly.
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Tangible & Intagible Branding Assets
Going a little deeper now, let’s talk about tangible and intagible assets. These work in tandem to create a holistic and memorable brand identity. We call them touch-points and everywhere in every place a customer might interact with your Brand, should be noted as a touch-point.
Intangible assets are the emotional triggers that define how customers feel about your company. It might include things like your values, culture, and customer service or even a sound or noise. Que the Ad jingle.
Tangible assets are the physical manifestations of your brand identity. This includes the more obvious things like your logo, your website, business cards, and marketing materials like car wraps or banners or maybe apparel like your shirt. Brand identity requires a balance of both tangible and intagible assets.
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Ongoing Process for your Branding & Identity
Remember that branding is an ongoing process. Your brand identity should evolve as your company grows and changes. It requires regular evaluation towards your branding efforts so you can ensure that your identity remains relevant and consistent over time. A good designer can help set you up with a Brand & Identity suite of tools that should last a good 10+ years at least.
Many businesses enlist the help of a brand marketer or agency to assist with the development and maintenance of their brand identity – which is great to have an objective view point but it comes at high cost. This includes developing key messages, creating a visual style guide, and producing marketing materials. However, with a little effort and creativity, you can create a strong brand identity for your business without breaking the bank.
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Checks & Balances
A quick list for your next checks & balances session:
- Logo
- Colour Palette
- Typography
From here, you might want to review:
- Company & Product Photography
- Illustration & Iconography
- All Business Stationary – Internal & External
- Scripts & Dialogues – So many people miss this and it’s an easy fix that provides a lot of forgiveness for your other shortcomings
Asses. Define. Reasses. Redefine. It’s an ongoing process for sure, but if you follow even some of these entry level steps then you’re in a much better place than most businesses starting out. Now that we’ve covered the basics of creating a consistent brand identity, let’s take a look at some great examples.
Winding Up Branding & Identity
If you’ve been reading our ‘short article series’ from the start, then you will know we have covered a brief introduction, basic colour theory, a quick tour of typography and a cursory fly-by about layout and the grid, and photography basics so this article on Brand & Identity should be making a lot of sense by now.
Thanks for reading and I hope this short article was helpful. Keep reading.
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