The Dictionary of Brand’s definition of brand is as follows: “A person’s perception of a product, service, experience, or organisation”. Some people associate the word “brand” with “logo” but a logo is just a part of a variety of factors which make up a brand. These aspects include, but are not limited to, the afore-mentioned logo, the outer design (packaging), the textual design, price, quality of product, etc. Even though these factors represent the brand, the brand itself is a non-physical term. It’s not just a product or service, but an experience.
Definition of Brand Identity
Brand identity is how people perceive a brand. While a brand is an all-encompassing concept which is intangible, brand identity is the visual factor which represents a brand. Logo, textual design, colouring, packaging, and messaging, all of them integrate and fortify the current reputation of a brand. New customers are attracted to the brand owing to its brand identity while existing customers are made to feel more comfortable.
Brand identity should be constant as it is depicting and fortifying the emotional appeal of the brand. The brand identity’s message needs to be clear and consistent; it should not change whenever and wherever it is depicted.
In order for brand identity to stay constant, it is important that the company employs a firm whose duty is to manage brand identity design.
Definition of Brand Identity Design
Brand identity design is the practical application of brand identity; the practice of setting up the colouring, textual design, style, etc. In order to effectively execute brand identity design, you should be properly acquainted with the elements of brand identity design.
Essential Elements of Powerful Brand Identity Design
What is your purpose and positioning?
In order to productively execute brand identity design, you should be clear on your reasons for choosing a specific design. The brand’s purpose is of course the main goal of brand identity design. Brand positioning refers to what your product is and what advantages it offers to consumers over the products of your competitors. Brand purpose is the main idea behind your brand identity and brand positioning is the practical execution of this purpose to your target audience. By being clear on your brand’s purpose and positioning, customers will have a reason to prefer your products over those of your competitors’.
Do your research
As with any other process, doing your research is an essential component of powerful brand identity design. Market research as well as customer research is necessary for both brand purpose and brand positioning. There are many methods which can be employed to conduct market research. These comprise of face-to-face interviews, phone interviews, surveys (both online and offline), etc. Doing market research effectively lays the groundwork for identifying not only consumer buying habits, but also, the personality types of your consumers. This will help you build your brand identity design to cater to customers in a more adequate way.
Your brand personality should be genial
You could compare your brand personality to a friendly human personality. Brand personality is an integral part of brand identity, and if is not constructed correctly, then you will face a hard time getting the message behind your brand more accurately to consumers. Think of your brand personality as a tagline. Consider MasterCard’s 1997 slogan “There are some things that money can’t buy. For everything else, there’s MasterCard.” You will be better equipped to cement your brand personality if you’re able to define it in one or two lines.
Your logo should be noteworthy
One of the most important elements which make up a brand’s identity is, of course, its logo. This is the visual piece of information that people associate the most with a brand. Not only should it complement the other elements of your brand identity, but it should also represent the sentimental side of your brand. For inspiration, take a look at the logos of the Big Four of technology companies namely Amazon, Google, Apple, and Facebook. All of their logos are simple. On top of making your logo simple, remember to make it adaptable as a brand’s logo needs to be displayed on various mediums, e.g., newspapers, the internet, etc.
Use proper colouring
This factor relates directly to logo design. In order to use colour productively, you should know what are the primary colours. You should also be acquainted with colour psychology in order to know how people react to different colours. Although, most brands prefer using primary colours for their logos, you could mix things up with secondary colours, as the sky’s the limit in logo design.