The key to thriving in a business is to work towards building a brand identity. What is it? Why is it important?
Brand identity is about communicating to your audience what your business is and what it intends to offer them. Stepping out with a random brand logo without meaning or replicating a mission will take your brand nowhere.
Numerous businesses under a specific category or industry compete against one another to stay on the top. And your logo and brand identity is one factor that sets you apart from others. So, you ought to work on it.
In this article, you will get an insight into how you can find what it takes to build a brand identity and represent it in your logo.
How to Find and Develop a Strong Brand Identity?
Your identity is unique, and everyone would refer to you based on those characteristics you have built over time. Just like that, a brand identity is all about spreading the word about the speciality of your business in this competitive market.
The first thing that goes along with brand identity is your logo and its design. But before determining how you can reflect your brand identity in a logo, let’s cover it in steps to find your identity and then work towards developing it through design.
1. Know Yourself
It is a very direct yet crucial fact that holds a strong emphasis. You must know who you are as a brand before you can take your next step towards determining your brand identity. And for that, you need to justify the following:
- Brand vision
- Brand values
- Brand personality
- Unique brand positioning
- Appealing brand voice
Once you acquire these elements, you can define yourself as a brand. Get a clear understanding of these aspects, and you will be on the right track. If you haven’t thought about all of these elements so far, then all you have to do is take a little time out and brainstorm on them.
2. The Design Parameters
Your logo will be the first design element to portray the brand identity you discovered in the previous step. Following that, your logo will be used on your packaging, website design and everything that represents your brand name. So, make sure this counts!
You must first identify all building blocks of your logo’s design, including typography, colour palette and shape or form. Let’s talk about it in detail for each of the building blocks.
You will choose your branding materials, and while you are designing your logo, it will showcase your brand name initials or the name as a full. So, it becomes important for you to pick a font that looks good and is understandable by the target audience.
Some suggestions on what fonts you can use for your logo design are Serif fonts, Script typography and display fonts. Each font category has different sub-fonts for you to choose from. Align your brand’s impression and try out different fonts until you find the one that suits you.
- Colour Palette
The next thing up is the colour of your logo. Colour plays the psychological game for consumers to get attracted towards your brand or repel it to go to one of your competitors. Your customers perceiving your brand depends a lot on how vibrant the colours of your logo are.
If you find it difficult to decide on the right colours, you can look for professional help. Well, a good trustful solution for a limited budget you can find here! But, if you want to try improvising your colour decisions by yourself, then there are a few solid colours or combinations you can suggest to your logo designer for a try. Some of the favourable colours for your logo and their significance are:
- Red- The colour that represents passion and sends a loud replication of your brand identity.
- Yellow- It is the colour that represents sunshine and makes your brand identity resemble fun, affordable and accessible.
- Orange- It is a high-energy colour that represents a stand-out brand, as it is less commonly used in comparison to that red.
- Blue- Blue represents your brand identity to be trustworthy and stable.
- Purple- If you want your brand to represent royalty, then purple is the go-to colour for your logo design.
- Shape of the Logo
Your logo should have a perfect shape to accommodate all you want to convey through the design and text while making it look subtle and aesthetic. For instance, a logo with all circles and soft edges on will have a different response than that a logo with square or rectangle and sharp edges.
Depending on what kind of message you want your brand identity to convey, you can go for round shapes, straight-edged shapes or lines.
Hence, this is all you need to complete the design of your logo and make it reflect your brand identity.
What Characteristics Should Your Logo Contribute?
Now that you know what it takes to find your brand identity and represent it in your logo design, it is important to check if your final design replicates some essential characteristics to create a brand impression. So, here are some of the characteristics that your brand logo should contribute towards building your brand impression:
- Clearly communicate who you are and what your brand values the most. For instance, if you are selling skin care products for women, your logo should have colour, typography and design to represent your target audience and brand value.
- The logo should be visually appealing with a simple and clean design.
- It shouldn’t be too trendy and should replicate a classic style. You don’t want your logo to go outdated anytime soon, as trends don’t last long.
- Your logo should have a lasting impression on your target audience. Let your logo be something that helps recall your brand name. Try putting out that design upfront.
Only when you are done with your logo design and implementation can the other branding materials be executed, such as the website, packaging material, printed marketing material, social media ads and much more.
When you are done with your logo and other marketing materials, you can hand over your digital marketing needs to a professional organisation to help increase brand exposure to a wide audience. Convey digital marketing professionals to emphasise your brand identity and spread it among potential customers.