Just as each person has a unique identity, so does a brand’s identity distinguish one company from another. Brand identity design shapes the structure of your business. In this article, you will get acquainted with the concept of brand identity and how to compile it, so stay tuned.
What is brand identity?
Brand Identity is the set of elements through which a company presents an image of itself to consumers. Brand identity is different from brand image and branding, but these terms are sometimes used interchangeably. In the following, we will examine the concept of brand identity with an example.
Suppose you are a high school student. You, as a teenager, like to look cool in friendly gatherings. It is how you want to convey your identity to them. You can not force such an image in the minds of your friends, but you have to take special steps to do so. For example, you can watch instructional videos on correct behavioral patterns or imitate the behavior of one of your good teachers.
With your savings, you may buy the latest Adidas sneakers, in addition to fashionably styling your hair and joining a football or basketball team. All of these and the like can be considered as brand identity.
Brand identity is how customers will identify your business. Customers also associate a company’s products and services with its brand identity. In other words, brand identity creates a relationship between the customer and the company and determines customer loyalty.
Why is brand identity so important?
Brand identity is the embodiment of your brand’s elements and activities. According to brand design company Purely Branded, “a strong branding enables the brand identity to be embodied and evolved in the minds and hearts of consumers.” Therefore, branding and brand identity can be considered the most important factors in a brand’s commercial future. So, if your brand has something to say, you have to ask yourself how you can behave like other famous and popular brands like Coca-Cola? How can you use the same elements in your branding?
How to design a strong brand identity?
1- Self-knowledge
Before designing a brand identity, you must know yourself completely. At this stage, you should ask the following key questions:
- What is the mission of your business?
- What are your company values?
- How does your brand communicate with customers?
- What is the character of your business?
- What is the position of your company in the competitive market?
These elements are what define your brand identity. So before the brand identity design process, you must have a thorough understanding of each of these. You can also use the Brain Storming technique to understand your brand’s different dimensions better. It would help if you asked yourself the following questions in the brainstorming process:
- What are your reasons for starting this business?
- Which values and ideas are important to your company?
- How would you describe your business in 3 words?
- What does your company specialize in?
- What makes your business unique?
- How will customers describe your company in 3 words?
After answering the above questions, you can design your brand identity and show your business to customers.
2- Brand appearance
Just like a teenager who shows off his identity by wearing Adidas sneakers, your appearance will reflect your brand identity. The logo, product packaging, website design, social media, business cards, and employee clothing are the elements that will show your brand identity to customers. Before developing a brand identity, you should focus on the basic principles of design structure, some of which we will explain below:
Typography
Letter design or typography means the type of font you choose for the brand’s appearance elements. The size and appearance of the letters used in the logo are some of the most important things in the brand design that you should consider. In general, there are four types of typography in brand design, which are:
1- Serif font
Serifs (like Times New Romans or Garamond) have a bulge at the bottom, so if you want your brand to give customers a bit of a classic feel while being trustworthy, be sure to use this font in its design.
2- Sant Serif font
Sans Serif letters (such as Helvetica and Franklin Gothic) have a smooth edge and no embossing. Using this font will make your brand look more modern and stylish.
3- Script letters
This typography is similar to the broken handwriting of elementary school students! These fonts (like Allura and Pacifico) will give a sense of luxury to your brand and are very desirable for women’s products.
4- Display font
This font is unique because it has its shape, border letters, and shading. If you want your brand identity to remain in the customer’s mind, you must use this font.
Color palette
The choice of color is another important point in brand design. Customers make a psychological connection with colors. Therefore, the strategic use of color in branding and company logos will significantly impact attracting the attention of your customers. In the following, we will examine the effects of different colors on the brand identity:
1- Red
Red represents excitement. Red is a great option for young and passionate brands.
2- Orange
Orange is another vibrant color. If you want your brand to look intimate and playful, you can use it. In general, orange, like red, is not widely used by business owners, so using it will make you special.
3- Yellow
Yellow is associated with sunrise and happiness. The freshness in this color makes your brand instill a sense of value and availability to customers.
4- Green
Green is a versatile color that you can use in any brand. People generally think of money or nature when they see green, so if your business is about these two elements, green is the best option for you.
5- Blue
The blue color spectrum gives your brand stability and trust, so if your business is dealing with a large audience, blue is the best choice for your brand.
6- Purple
Purple is the color of glory; In other words, if you want to instill a sense of luxury in your customers, blue is the best option for you.
7- Pink
Some people believe that pink is a popular color for women, so pink is the best option for you if your brand deals with female customers. In addition, pink gives a luxurious identity to your brand.
8- Brown
Brown is for using much in brand design. It will differentiate you from other brands. This color will also instill a sense of strength and endurance in customers.
9- Black
The use of black in brand design makes your business look very modern and advanced in the eyes of the consumer.
Appearance
Brand appearance is also one of the important elements in designing brand identity. This category, while small, affects the reaction of customers to your brand. For example, a circular logo will have a different effect than a square logo. In the following, we examine how different forms affect the brand identity:
1- Circular shape design
This type of design includes circular, oval, and crescent-shaped geometric shapes that evoke intimacy and friendship in the audience’s mind. Brands that use round and circular shapes in their design will convey a sense of unity and love to customers. Round edges are also a good option for women’s brands.
2- Sharp design
Shapes such as squares, rectangles, and triangles are images that establish a sense of power and efficiency in customers’ minds. The use of meaningful lines also shows the stability and confidence of the brand; Of course, you have to be careful to do this. If such a design is not combined with dynamic colors, it will not communicate with the audience.
3- Straight line
Using straight lines also positively affects customers’ minds; In other words, vertical lines indicate strength or masculinity, and horizontal lines indicate calmness.
3- Designing a brand identity
After identifying and determining the basics of brand design, you can implement these elements on your brand with the help of a professional designer. Brand identity can be displayed using unlimited elements, depending on the type of business. A restaurant, for example, should focus on menu design and interior decoration, while a digital marketing agency should focus on websites and social media.
The most important components of brand identity are:
logo
Logo design is the cornerstone of your brand identity. The following should be considered when designing a logo:
Does the logo represent your brand idea and identity?
Is the designed logo attractive, simple, and clear?
Is the logo too classic and unconventional?
You should choose the appropriate logo according to your business context; Of course, if you decide to deconstruct, do so with the last goal.
Your brand logo should have a lasting effect on the audience’s mind.
You can also request all logo formats (such as black and white design) from the designer to always have the logo associated with the brand identity.
website
Website design is one of the most important parts of brand identity. If you run an online business, customers will visit your website before you buy. In this case, a website is where it should display your brand identity with all its might. In designing your website, be sure to use your brand identity elements such as color, appearance, and other factors.
Product packaging
If you are engaged in producing physical products, packaging is one of the best ways to attract customers. This process includes the packaging to the delivery of products. This category will increase customer loyalty and repurchase.
business card
A beautiful business card will attract customers’ attention. To design this card, you must print your brand logo and other important specifications on the other side of the card.
Email and SMS
Sending emails or SMS is the best way to engage your audience and attract customers. But to do this, you must use a suitable strategy to see your email or SMS in the customer inbox. For example, if you want to introduce your summer clothing collection to a customer, you should email them with a few suitable photos of the clothes.