No two humans are exactly the same, even twins have small differences like their personality, or quirks, or likes, and that is how we tell each other apart.
Just like brands with their own identity are far more likely to succeed than brands who don’t have one. But how do you build that identity?
Honestly, it’s not that complicated.
In this guide on brand identity design, we will talk about the elements of brand identity, the process to create it, and how to stay consistent with it.
What is Brand Identity Design?
How a person looks and communicates has a big impact on their identity, similarly, brand identity refers to a brand’s visual and verbal elements. It’s about how a brand presents itself to the world and its target audience.
So, What are the Elements of Brand Identity?
The following are the core components of creating a brand identity design:
1. Brand Voice
Brand voice is how your brand communicates with its customers, or the words you use on your website and social media. It all depends on how you want your brand to be portrayed. Your brand voice can be professional, playful, witty, warm, or casual.
2. Brand Colour Palette
An often ignored element of brand identity building, your brand colour palette is something that forever stays with your audience, because it will be used everywhere: your logo, website, product packaging, business card, social media posts, and more. Colour plays a vital role in brand recognition (80%) and impulse buying (90%) (source).
Why? Because every colour has an emotion associated with it. For example:
- Blue represents trust, which can be seen in tech companies like Cisco and skincare brands like Nivea.
- Red represents excitement or urgency; therefore, it is found in Levi’s, Netflix, and Target.
- Green represents freshness, sustainability and growth; therefore, it is found in Spotify, Starbucks, and Fiverr.
An understanding of your brand values can help you choose the right colours. Focus on choosing 2, or a maximum of 3 colours. Our branding agency can help you pick the best colours that align with your brand.
3. Brand Typography
Typography is often mistaken as a written element but it is just as much a visual element. It is the font you use in your logos and any other visual content, such as your website and social media. You can express whether your brand is professional, playful, or modern with the typography.
4. Brand Logo
Logo is the foundation of any brand identity. It’s the visual representation of your brand without any other factors needed. There is a common misconception that your logo is the brand. It’s just a part of your brand, and it is based on the other brand elements. The colour palette and brand typography become crucial when creating a logo.
Keep your logo neat, memorable, and meaningful. Market research is important to avoid IP issues and stand out from the competition.
5. Brand Visual Elements
The ‘visual elements’ refer to any icon, mascot, imagery, illustration, or any other graphic element that is used in your logo, website, or any platform to represent your brand. Choose an element that aligns with your brand and positively impacts your brand image.
6. Brand Tagline
A tagline captures the essence of your brand in a few words. It is vital for brand awareness and recognition. Your tagline should have some meaning and be memorable. Some examples are LIC’s ‘Zindagi ke saath bhi, Zindagi ke baad bhi’, Amul’s ‘The Taste of India’, and Tata Salt’s ‘Desh Ka Namak’.
How to Build a Brand Identity?
We’ve seen what kind of elements a brand identity entails and now let’s understand how to build and put them together to make an unforgettable brand identity.
1. Create your brand story and values
Your story is the heart of your brand. Think of what motivated you to start it or what values you want to be remembered for. This is what will create an engaging story and also help choose brand elements. Work on your brand’s vision, mission, history and future goals to choose the brand values to be highlighted in the brand identity.
2. Do competitive industry research
Competitive industry research can help you understand what your customers might be looking for or the performance gaps that you can fill in. Using this information, you can choose the brand elements that will entice your audience because many customers choose a brand’s values over the product quality.
3. Define your brand strategy
What your end goals are, will decide what decisions you should make now. For example, if your brand strategy is to be perceived as sustainable, you should choose design elements that represent sustainability. Therefore, define a brand strategy for your brand identity design.
4. Design the brand identity elements
Once you have understood your brand positioning, goals, and strategy, you can choose and design the elements of brand identity like the logo, tagline, and colour palette.
5. Create your brand guidelines
You should document all your brand identity elements to create a consistent branding guideline. It helps you use a consistent brand voice and colours in your marketing strategies, or anywhere your brand is presented.
Four Pillars Media Agency is a trusted branding agency in Surat known for creating unique and detailed branding strategies for 24 Carat Mithai Magic, B’Creamy, IVY Growth Associates, PR Jewels, Navitas Solar, and more. We can help you too. Contact us to know more.
Conclusion
Brand identity design includes your brand’s verbal and visual elements, like the voice, colours, logo, icons, and tagline. The brand identity process includes defining your values and conducting competitive research to stand out in the industry. Use these insights to choose the elements and create a branding
guideline for consistent messaging and brand positioning. Contact Four Pillars Media Agency for expert branding services. Explore our portfolio or contact us for a consultation call!
FAQs
1. Why is brand identity important?
Yes, brand identity is important to stand out in the industry, improve brand recognition, and gain customers’ trust with brand image. Four Pillars Media Agency can help you create a strategic brand identity from scratch. Contact us to know more.
2. How do I create a brand identity?
Focus on understanding what values your customers appreciate and if they align with your brand. Use those values to choose your brand voice, colour palette, tagline, and logo design. Our experts can help you with the research and brand identity process.
3. What’s the difference between brand identity and brand image?
Brand identity is the elements you use to represent your brand to the target audience, and brand image is how your customers perceive or think of your brand.
4. Can I create a brand identity by myself?
Yes, you can create your brand identity by yourself. However, having an expert helps you reduce the time required to create a brand identity. They also provide a structured approach to make an effective brand identity. Contact Four Pillars Media Agency for professional branding services.