The term “Brand Identity” has become a buzzword with the rise of digital marketing. People have been familiar with the term and have used it as a way to say something about a brand’s, well, identity.
But the description of brand identity is anything but simple. Brand identity is composed of what your brand conveys which includes your values, how you communicate, and how people feel whenever they interact with your brand.
The most prominent way of identifying your brand identity is through graphic design.
Graphic design is the process where you use different elements to present your brand that communicates what you want to convey.
The goal is to convey a careful combination of typography, color, photography, illustration, and anything that can communicate your message and content effectively to your audience.
In essence, it is what people first see and associate you with. This is the way you use a combination of those visual cues to remind your audience that what they see is your brand.
Some elements of visual identity are your logo, color palette, fonts, images, and style guide that ensure consistency throughout your content.
For example, Apple’s visual identity is clean, sophisticated, and straight to the point, and on the contrary, Coca-Cola is vibrant, alive, and communicates the feeling of happiness.
You can utilize a varied set of media to convey your messaging, or to make your brand identity known to your audience. Strategic placement will also help in making your brand identity stand out.
Building a strong brand identity may be a little challenging. So, here are two things you can do that can make a big difference in establishing your brand identity:
Content is how you communicate your message or the solution you offer to your audience’s problem. Of course, you can use a variation of the message, but it should always be consistent with your central message.
It should be creative, catchy, and authentic. This helps a lot in strengthening your brand as well as building good relationships with your audience.
Taking from that cue, you should be consistent in putting out content. While that may seem like a huge task, Gary Vaynerchuck, internet mogul, has put out a massive resource that explains how you can put out more than 60 pieces of content daily.
This is where graphic design comes in. Studies have proven that people are more inclined to learn and understand the message when it is conveyed visually.
Here’s a list of those findings:
There are certain rules to follow in graphic design. You can say that it is a form of art and discipline and should follow some general guidelines. But, of course, like art, it is not always the case. But for starters, here’s a list of good starting points.
Good brand identity goes beyond the logo. There are many ways to do it. For a good primer on this, you might want to check out this brand messaging kit made by The Futur, or look up some of our many articles here on our website.
Doing this consistently and with the proper discipline will go a long way for you and your brand.
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