Introduction
A strong brand identity is the foundation of every great business. It’s what sets you apart from the competition, helps your customers recognize and trust your company, and ensures that you’re represented consistently in the marketplace. But how do you build one?
Business Name
Your business name should be:
- Easy to spell. Customers may not have a lot of time to learn how to spell your business' name, and if it's too complicated, they may forget it altogether. Choose something that's easy for everyone—including potential customers!
- Easy to pronounce. To make sure people can remember your company name in the first place, you'll need a brand identity that is short and sweet—which also means choosing an easy-to-pronounce brand name over one with an unusual spelling or pronunciation (unless you're going for an "out there" type of brand).
- Easy to remember. Once you've chosen the perfect business ...
Tagline
A tagline is a short, memorable phrase that sums up the brand’s purpose. A good tagline should be unique and memorable, so it will stand out in your customers’ minds. It can be used in advertising and marketing materials, but it doesn’t have to be on every piece of promotional material—it just has to be memorable enough for people to remember your business when they see it again later. For example:
- "Just Do It" - Nike
- "Think Different" - Apple Computer
- "We try harder" - Avis Rent-a-Car
Brand Logo
Your logo is the visual representation of your brand, and it's what people will remember. To ensure that it's memorable, use a simple design that can be easily recognized by customers. An easy-to-remember logo will help people connect with the brand and establish trust in its products or services.
The best logos are timeless: they don't change over time and remain relevant to their target market. A good example of this is Nike's swoosh—it hasn't changed much since 1971, but many people still associate it with athletic gear (and some people even use it as an emoji).
Color Scheme
Color scheme is the set of colors used in branding. A color scheme should be consistent across all platforms and materials, as it creates a visual identity for your brand. It's important to choose colors that are unique to your brand—not too close to what other companies are using. The primary goal is to establish an emotional connection with customers by creating a cohesive look through colors and fonts.
Typeface
- Typeface. As a brand designer, you've undoubtedly heard the phrase "content is king." And it's true: people are more likely to read a blog post or watch a video if it's written in an engaging way. But as a brand designer who doesn't write content herself (unless we're talking about tweets), your job is not just creating content but also designing the visual elements that convey its message. That includes choosing the right typeface for your project.
- Make sure it's easy to read. Typefaces with serifs—the tiny lines at the end of letters—are typically easier on the eyes than sans-serif options like Helvetica or Arial because they’re less stark and more legible at smaller sizes. If you’re planning for print, look for fonts that include both regular and italic versions; if you’re working online, go with standard sans-serifs instead of condensed ones (which can look awkward) or scripts (which often don’t hold up well when enlarged).
- Pick something unique and non-overused by others in your industry—whether that means going traditional with something like Garamond or using something totally fresh like Museo Slab will depend on what feels right for you and your audience!
Takeaway:
The takeaway:
- A strong brand identity is more than just a logo or a slogan. It's a set of values and beliefs that guide how you do business. When you have a strong sense of who you are as an organization, it's easier to project your brand in the marketplace, attract customers and grow your business. It’s also essential to maintaining integrity throughout all areas of your company's operations—from marketing materials to hiring processes to customer service strategies. You can start building this foundation by identifying what really matters to you as an organization and then creating ways for everyone involved in building or promoting your brand (employees, partners, vendors) to share those same values consistently with consumers through every touchpoint along the way—whether it’s how they talk about themselves internally or externally through social media platforms like Facebook or Twitter."
Conclusion
Branding is one of the most important things you can do for your business. It’s a good idea to think about your brand before you start building it, so that you know what kind of image you want to convey and how to develop it from there. The best brands are memorable because they have an identity that comes through in every aspect of their visual design and messaging—and they always stay true to themselves by following these five essential elements.
