Designing Brand Identity : An Essential Guide F... PORTABLE
Your brand identity is what makes you instantly recognizable to your customers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand.
Designing brand identity : an essential guide f...
Super understunable text. Love it. Easy and clear presented all needed parts. Also love that is made a difference from the very first begining about what brand is, what branding is and what brand identity is!Great work people!
Delivering a fresh perspective, the book teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships.
Developing a brand identity requires more than creating a logo. Although a logo can be the symbol of a business, it is not the entirety of a brand. In fact, creating a logo is just one small step toward developing a strong brand identity.
A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with your company. Essentially, your brand identity is the personality of your business and a promise to your customers.
As Wayfair Senior Brand Manager Jared Rosen puts it, "Brand identity is more than just finding the right logo to place on coffee cup sleeves or mount above your front door. It's about crafting a personality that amplifies the core elements to your brand's DNA.
But you also might think of the polar bear, the color red, its "Share a Coke" campaign, or the classic ribbon-like imagery featured on its cans. Here are two things that comprise Coca-Cola's brand identity:
POP Fit has a beautiful brand with bright pinks, purples, and yellows, but that's not even a main element of their brand identity. Perhaps one of the most stunning thing about this brand is their radical representation found in all their messaging.
As the embodiment of almost everything your business is and does, a brand identity can inspire customers and increase a sense of loyalty for your brand. Brand identity, therefore, is crucial to your business's future.
Building a brand is not something that should be done hastily. There are a lot of moving parts that go beyond creating a logo and choosing some key colors. Creating a brand identity will require the following:
Zabik adds, "You might have a flashy logo and eye-catching marketing copy, but if it doesn't address your customers' pain points clearly and effectively, it'll be challenging to build a strong and lasting brand identity."
As imperative as your logo is to branding, it's not the only element that makes a brand identity strong. Your product(s), the packaging, or the way you present your services all need to play a part in your brand identity.
Skype is one brand that has done an amazing job creating a clear, cohesive brand guide that anyone can follow. This is one way to empower people to build brand assets and share your brand while remaining brand compliant.
Another great way to establish a connection with your consumers is through social media. The plethora of platforms on the internet offers up a ton of digital real estate you can use to establish your brand identity.
Visual identity is all of the imagery and graphical information that expresses who a brand is and differentiates it from all the others. In other words, it describes everything customers can physically see, from the logo to the interior design of a store.
On the one hand, brand identity is a holistic expression of everything that makes the brand what it is. It includes visual identity along with non-visual elements such as a brand voice, copy editing guides, a mission statement, core values, etc.
At the same time, visual identity is a distinct discipline that involves a different thought process and approach from brand identity as a whole. Though there is overlap, there are usually different professions involved in each. Brand identity is overseen by marketers, and visual identity involves designers and creative directors.
Imagery is the element most related to the target audience because people empathize with faces and naturally want to see themselves reflected in the brands they consume. This means, for example, creating guidelines around whether any stock images or videos used should read as corporate or showcase everyday people, depending on whom your visuals are meant to be speaking to.
Graphic design is the process that takes visual elements and molds them into a cohesive visual identity. The following are the common instances in which a brand will create visuals, where graphic design will act as a roadmap for keeping them consistent, as well as aesthetically pleasing.
Logo and branding design is at the heart of establishing visual identity. A logo is the foremost symbol for a brand, and it informs many of the graphics, color and typography choices of the visual identity going forward. This category would also include identifying materials such as business cards, letterheads and social avatars/cover images, where the aim is primarily to distinguish the brand.
Given the sheer amount of brand collateral that will accumulate over years of business, your visual identity will inevitably involve many moving parts. The challenge is to make sure that every visual element, no matter its specific purpose or medium, looks like part of the same brand. This is where having well documented brand style guidelines can be crucial.
Consider a website that users are trying to navigate or a newsletter where they are looking for information. Having a web background of vibrant yellow might align with your brand color guidelines, but imagine how distracting that would be for a user trying to read your copy. Visual communication often works on an unconscious level, and you can trust that your message is getting across even with a minimal implementation.
A visual identity for an online brand will naturally look different from a brick-and-mortar brand, where tactile experiences such as textures and die cuts will go a long way with consumers. Different media can even drastically change how your visual elements come across: colors that appear bright in the digital sphere will be darker when printed.
Developing a consistent brand starts with creating a brand style guide. These branding rule books help graphic designers, marketers, web developers, community managers, and even product packaging departments all stay on the same page, and present a unified vision of the brand to the public.
The best brands stick in our brains because their presence is defined by the repetition of the same logo, fonts, colors, and images. Once we see them enough, they become instantly recognizable, bringing us a clear sense of reliability and security. All of this is possible when each member of your team adheres to a cohesive brand style guide.
In this article, we'll go over what brand guidelines are, the elements of a style guide, and some amazing examples of them in action to use as inspiration for your next branding project or website redesign.
Brand guidelines, also known as a brand style guide, govern the composition, design, and general look-and-feel of a company's branding. Brand guidelines can dictate the content of a logo, blog, website, advertisement, and similar marketing collateral.
Download our free resource on how to create your own style guide with brand guidelines templates to follow. Creating a consistent style guide isn't easy, but with these tools you can build an unforgettable one with ease.
Your mission statement is an action-oriented statement declaring your organization's purpose, making it the compass of your brand style guide. It ensures that all your content is working toward the same goal and connecting with your audience. This statement can guide your blog and paid content, ad copy, visual media, and slogan.
The job of an editorial style guide is to commit an editorial stylebook on how to phrase certain products, list topics the brand can and cannot write about, and other companies it can mention. Your editorial style guide can guide your blog content, video scripts, website and landing page copy, PR talking points, and knowledge base articles. It can also provide direction regarding your brand's voice and personality to ensure consistent messaging across all channels.
Medium simple brand style guide emphasizes usage of its logo, wordmark, and symbol. Medium's logo is the brand's primary graphic element and was created to feel "confident, premium, timeless, and modern."
Walmart is one of the world's largest and most recognizable brands, so it's no surprise that its brand guide is extremely thorough. The guide includes the brand's logo, photography, typography, illustrations, iconography, voice, editorial style, and more. Walmart's color palette is so integral to its brand identity that its primary color is called "Walmart Blue."
Spotify's style guide might appear simple and green, but there's more to the brand than just a lime green circle. Spotify's color palette includes three color codes, while the rest of the company's branding guidelines focus heavily on logo variation and album artwork. The style guide even allows you to download an icon version of its logo, making it easier to represent the company without manually recreating it.
Starbucks' interactive brand style guide includes details about how to use its core elements such as the iconic Siren logo and green color palette. Plus, the guide features a visual spectrum of how their creative assets can be used across different channels as well as case studies of different seasonal campaigns and product launches.
Paris 2024's brand identity pays homage to the 1924 Olympic Games through Art Deco inspired design. The iconic emblem, color scheme, typeface, and iconography are all detailed in its brand guide. Best of all, designers applied eco-branding methods to Paris 2024's brand materials to reduce the amount of ink and paper needed for physical materials as well as limit the power and data consumption on digital elements. 041b061a72