When you build a brand identity, you’re actually applying your brand values to any visual elements and contents that will be used to promote your business.
A failed corporate brand identity can break a business. Thus, it is crucial that you get a style that is both timely and relevant to your target audience.
A brand identity is definitely far more than just a logo and it should include a wide range of marketing materials that can withstand the test of time.
If you are planning to create a new corporate identity or updating your old one, We’ve got you covered.
1. Personality: A brand identity is the visual representation of the values and “characteristic” of your brand. Identity design will set the tone and feel of your brand, and it can be used to evoke specific feelings in your audience. It should be designed to communicate your company’s overall message and promote your business goals
2. Consistency: Developing a powerful brand identity allows you to create a consistent message across all marketing materials. Each individual piece of marketing material 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 your competitors and strategically position your brand. Developing a professional, creative identity design can help you to stand out to potential customers in your market.
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4. Awareness: A strong 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 will allow the consumer to build customer loyalty and trust in a brand since it allows customers to make a connection between a product and the company
The value system is what drives the people at the organisation, their shared vision of the company, and the principles they all believe in and project outwardly to audiences. The communication framework is the language, tone of voice and visual symbolism that the organisation uses to get its values across.
A complete branding process should consist of research, strategy and design stages, usually followed by the implementation or execution phase.
You might have heard of immersion instead of research, or planning instead of strategy. There are many different terms for the same things – some sound more mystical than others but the activities they describe are essentially meant to achieve similar things.
If you want to see a detailed breakdown of the activities each stage consists of, head to our process page.
The process combines rigorous research, expert strategy and cutting-edge design to create effective, memorable brands. Only by having these essential stages built upon each other and working together can a comprehensive brand be delivered. Focusing on the design only will lead to a lack of substance. Overindulging in research and strategy will result in a highly logical brand lacking innovation.
In the world of business, everything tends to happen quickly and there is an expectation for branding to be the same and deliver quick fixes. Branding takes time. A dream project will flow smoothly and, create brand positioning and visual identity within weeks, but this is a very rare occurrence. It typically takes a couple of months to do the necessary research and define the strategy, and that is only the foundation. From there, you need to agree on design solutions and an implementation plan, then continue to nurture your brand and invest in its growth for years to come. Trying to rush through everything will not produce the outcomes you are looking for, so if you are serious about wanting to improve your business’ performance through branding, be prepared to give this endeavour the time and commitment it needs to succeed.
Are you ready to develop your organisation’s branding? Get in touch to find out how we can help you.