Some top companies in the world don’t have to do much to grab attention simply because their branding elements are instantly recognizable. Consider the last time you saw a billboard that advertised McDonald’s or saw an online advertisement for Apple. Chances are that you didn’t see any verbiage or text with the companies’ precise names spelled out. But the Golden Arches logo or the distinctive apple shape made an instant connection in your mind.
Branding and design are essential for any business that wants to make a permanent mark in its industry.
Your logo and branding are your first impression to new waves of potential customers. Therefore, branding development is much more than choosing an eye-catching font and image. Instead, it’s a collection of interconnected factors that combine to create a complete brand identity, which leaves a lingering impression on the public’s radar.
Creating a complete brand identity package is challenging because once your brand identity design has been created, it can be difficult to change. Companies that routinely switch logos and branding elements are shuffled to the background of public recognition. Therefore, consistency across all platforms is the only way to grow your brand loyalty and brand identity.
An expert in brand identity design services can ensure your company grabs attention and is perpetually showcased in the best possible light. However, it never hurts to brush up on the fundamentals of brand identity and how you can make a statement instantly.
What is Brand Identity Design?
Brand identity design is the process of creating all the visible elements of your brand, including your logo, color palette, typography, font, and even your verbiage. The goal behind brand identity design is to create a visual representation of your company. This is where you can showcase your values, industry, and benefits your consumers in a way that is instantly recognizable.
Brand Image vs. Brand Identity
Brand image and brand identity are two terms that may sometimes be used interchangeably. However, there are different strategies and definitions for each. A brand’s image represents the first thing that pops into somebody’s head when they see the brand’s logo (or even hear the company’s name.) A brand identity is broader and more profound, encompassing the logo, messaging, values, and all the background elements a company represents.
Understanding the Brand Identity Package
A complete brand identity package encompasses many correlating elements that work together to create the company’s image, setting it noticeably apart from competitors. These elements include the following:
- Logo – A logo should be a simple icon or image that will be the most prominent part of your brand identity.
- Fonts – The font you choose for your company’s name and stand-out verbiage should be distinctive and should represent the core of your company. For example, luxury brands like Chanel or Rolex use elegant but simple fonts. On the other hand, children’s brands like Legos or Disney are inherently fun and whimsical.
- Colors – Your color palette should also be carefully considered. Additionally, it should remain consistent across all your marketing materials and brand identity essentials, like your website and business cards.
- Visual aesthetic – Visual aesthetic can be more challenging to define. However, it entails how your colors, logo, fonts, and other elements combined in all of your platforms. Such as your social media channels, email campaigns, and your website. Crafting your visual aesthetic can include considerations like whitespace (or the space between graphics and text), orientation, font, image sizes, and much more.
- Audio logo – Your ‘audio logo” is the tones or sounds that are affiliated with your brand. Examples of strong audio logos include the three tones linked to NBC. In addition, the static noise that permeates behind the HBO logo.
- Spokesperson and/or mascot – Though not used by every company, some brands can benefit by enlisting a spokesperson or a mascot as part of their brand identity package. Famous examples include Mickey Mouse, Ronald McDonald, the GEICO Gecko, the Michelin Man, and Colonel Sanders. Even though these characters don’t display the exact company name they are representing in any way, they are instantly linked to a particular brand upon sight.
The Brand Designing Process – Tips to Stand Out in a Crowd
The best way to create a complete representation of your brand is to partner with a brand identity services expert. After all, your brand identity is lifelong. It should be an eye-catching and solid representation of your company from the start.
With that being said, there are a few tips to remember when creating your brand identity package, including the following.
- Be original. Steer clear of readily available and standard fonts like Futura, Helvetica, Trajan, Gotham, Calibri, and hundreds of other fonts that are already utilized by thousands of companies around the world.
- Be consistent. Make sure your brand identity is consistent across every and all platforms or marketing initiatives, from your social media channels to your email campaigns to print advertisements and billboards.
- Be true to your values. A luxury brand like Prada wouldn’t use a cartoon character mascot or a bold color palette with a rainbow of colors to represent their company. Ensure your brand identity package is consistent with your core values and what your company stands for and offers.
- Stick to your plan. Once you have established your brand identity, steer clear of future deviations. Consistency is key when it comes to brand recognition. Additionally, the most recognizable companies in the world became that way by maintaining their logo and brand imagery throughout the years, and decades. (For example, Mickey Mouse has represented the Disney Company since he first appeared in “Steamboat Willie” in 1928.)
Create Your Brand Identity with C1M
Even the smallest company can stand out in a crowd with the right brand identity.
The expert team at C1M is standing by to start a discussion. We are ready to discuss your distinctive business and how we can help you leave an impression.
Reach out to our brand identity specialists today. Tell us how you want your company to be seen and embraced by your target audience. Let’s work together to create a lasting brand identity that sets your business apart and launches your company to new levels of brand recognition.