Although many people mistaken the logo for a brand identity, the logo, albeit essential, represents only one of the elements of a brand’s identity. Its design incorporates how the brand communicates, appears, and feels to the audience which is a mix unique to every brand.
No matter if you are just starting in the entrepreneurial world or if you are looking for a change when it comes to your brand persona, you need to have in mind some basic elements in order for every aspect of your online and offline representation to be consistent and in accordance with the general brand identity design. With that in mind, here are some elements to consider when designing your brand identity.
Know your brand through and through
Let’s face it: the competition in almost any business niche is substantial so one of the first things you need to do is to sit down and think hard about what sets your product or service apart from others. Or better yet, think about what makes your offer relatable and therefore, in demand. Elements such as your business and organizational culture, the nature of support you provide, the quality of your products or services will all shape your brand identity as distinguishing ingredients.
Performing research to see what your audience reacts the most to is also an excellent idea and once you outline the core values of your brand, you need to ensure you remain consistent across different platforms and forms of appearance. This consistency will make your brand memorable, and also establish and strengthen the trust they have in your brand, making it stand out among many others naturally.
Come up with a distinctive logo
The logo is considered to be a symbol of your brand identity and there are a lot of attributes that need to fit in a small image. This image will be shown on your website and social pages, on your products, and the package. It should find its place on your business card design, and be kept on file for quick access so your business card printing service can prepare copies for a meeting on the same day.
When it comes to individual details, the colors of the logo should be consistent with the message you are trying to send, so for instance, if you wish to come off as bold, you might want to consider the color red, while for giving out a creative vibe, you should consider including purple. When it comes to typography involved with your brand identity, don’t go too crazy and instead limit yourself to 2-3 font families to preserve consistency and recognizability. Dedicate whatever amount of time you need to create the logo and consult with experts if necessary, to make sure it is a perfect rendition of your brand identity.
Make content reflect your brand identity
Perhaps the most challenging task is for each piece of content to reflect the brand identity. It might not sound complex but it is not just about mentioning your brand across different formats – it’s about staying true to the tone, style, even fonts, and the best praise is for your audience not to notice that the content is an intricate creation designed especially to win them over since you don’t want to come across as too eager or pushy.
Naturally, the more useful and informative your content is, the more traffic your website and social media profiles will get. To create an emotional bond and reaction of your audience towards your brand, you need to get creative and incorporate content through various formats. This includes infographics, videos, photographs, and also blog posts all of which should be designed to engage your audience, make them share it with their friends, react with an emoticon or relay the message by word-of-mouth. Always strive to offer your audience something new but again, with your brand identity woven into it.
Create a website that’s a representation of your brand
Having in mind your website is most probably your main purchase platform, it has to be the embodiment of your brand identity with every element. Your logo needs to be prominent everywhere, the content has to be relevant to your business niche, the product/service descriptions in a style that is in accordance with your brand identity.
However, besides being true to your identity, what’s essential is for your website to have a quality user interface. This means that it should be easy to navigate, the purchase instructions and procedure have to be transparent and explained in simple terms, and the FAQ section informative. Another crucial element is the website loading speed because that is one of the main reasons for a high bounce rate. Being bombarded with information all day long, people have little patience for websites that are slow to load, no matter how amazing the products may be since they might not even persevere to get to the product page.
To be able to engage your audience and create compelling content, you need to send strong messages throughout every channel which all stem from a clear view on what your brand is. An element which helps getting recognized quicker is your logo so you need to give a lot of attention to creating that mix of right ingredients.
You also need to make sure that each piece of content across all formats drips with what your brand stands for and for your website and social media to complement the identity that you designed. Setting all of these elements right will ensure your brand gets the exposure and becomes recognized by a wide audience base.