Brand Identity
What is a brand identity?
When you create a brand identity, you're essentially applying your brand values to any visual elements that will be used to promote your business. This means that a brand identity is more than just a logo, and consists of a variety of marketing materials.
This might include:
Business cards
Stationary
Print materials (brochures, reports, flyers, etc.)
Signage
Product packaging
Apparel
Website
Why is brand identity important?
1. Personality: A brand identity is the visual representation of the values and "personality" of your brand. Identity design essentially sets the tone of your brand, and it can be used to evoke specific feelings in your audience. Your brand identity should be designed to communicate your company's overall message and promote your business goals.
2. Consistency: Developing a brand identity allows you to create a consistent message across all marketing materials. Each piece should have the same basic styles and design elements, creating a cohesive branding package.
3. Differentiation: A brand identity helps you to differentiate your business from the competition and appropriately position your brand. Developing a professional, creative identity design can help you to stand out to potential customers in your market.
4. Awareness: Creating a brand identity package ensures that your brand is at the forefront of all your marketing materials, which helps to increase brand awareness. The more places your brand is featured, the more contact it will make with consumers, and the more memorable it will be.
5. Loyalty: An effective brand identity can help to build customer loyalty and trust in a brand, since it allows customers to make a connection between a product and the company.
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The Elements Of A Corporate Identity Guidelines (Or Sometimes Referred To As A Visual Branding Guide) Include…
Contents
Introduction
Company Values or Spirit
Visual Identity – Logo and hierarchy, size and relationships
Copywriting and Tone of Voice
Color Palettes for web and print-primary and secondary
Typography – Specific Type Usage and Styles
Photographic and/or Illustrative Style-Any detailed or unusual shooting angles and/or perspectives to increase impact.
Paper & Ink Print Specifications
Graphic Devices
Layout and Grids
Visual Applications
Digital and Web
Contacts
More Detailed Brand Guidelines May Include…
Signage, Trade Show Graphics
Advertising – web and print
Stationery
Merchandise – apparel, giveaways
Co-Branding
For Clarity…
It is best to have only one or two key messages per page.
Show clear examples of how the brand should look across an appropriate range and a variety of media with a few examples of ”what not to do” as well.
The Results…
A working pdf file that can viewed online, emailed or downloaded and printed. The standards can eventually be established as an online identity resource.
Flexibility…
It’s a fine line. The rules should be flexible enough for designers to be creative but rigid enough to for the brand to be easily recognizable. Occasionally, situations will call for rules to be bent, but they should not be broken. Continuity is key so the brand can successfully display across all media. Keep in mind, with all this said, the rules of branding should remain somewhat ”fluid” and ”evolving” as new scenarios present themselves.
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