Whether you are starting up or starting over you need to translate your personality, ambitions and ideas into a compelling brand identity.
What is a brand
There tends to be a lot of confusion on what a brand is, often I see a logo described as a brand or even the way a company looks. These are both parts of a brand, but, a brand is much more than this.
Marty Neumeier, the author of the book The Brand Gap, explains it like this - "A brand is a gut feeling about a product, service or company". It's a person's gut feeling because, in the end, a brand is defined by individuals, not by the companies that create them. More than merely a logo or look and feel a brand is the feeling a product or business evokes.
Simply put, brands are perceptions.
Designing brand identities
Designing brand identities is all about creating differentiation between you and your competitors, so it can emotionally connect with your customers. Speaking to them in a way that says ‘I’m fun’, ‘I’m exclusive’ or, ‘I’m the one for you, please take me home’.
At Rebus, I focus on designing and developing your brand identity. All the visual elements that go together to create a unique look so a business can project itself to its potential customers and be remembered in mind. The logo, stationery, brochures, packaging, website, social media and much more are all essential elements of the brand identity, and I help maintain the consistency and look across all applications. Hence, everything is on brand and portraying the right message.
The most influential brand identities are instantly recognisable and immediately convey a message about that business. A successful brand identity, over time, translates into a positive brand image.
A good brand identity should reflect who you are
As consumers, we are exposed to over 5,000 brands every day. So, to stand any chance of getting noticed, you need a brand identity and a clear message that sets you apart.
To do this, not only do you need to differentiate yourself from your competitors, but you also need to accurately portray who you are and let consumers know what they can expect from working with, or buying from you.
Everything you do should reflect the quality of what you are offering; this done consistently over time plays a vital role in helping to turn potential buyers into loyal customers.
Tips on designing great brand identities
Know your audience.
Knowing who you are trying to attract is the first step to building a successful visual brand identity. With this information, you can develop a personality for the brand identity to speak directly to your intended audience.
Consistency is key.
The benefits of brand consistency are that your target audience is being exposed to the same messages, colours, fonts, styles, logo and so on, over and over again. This helps your brand become easily recognisable across all touchpoints whether it's, advertising, packaging, your website or social media.
Be bold. Be brave.
Just as with designing a logo, the last thing we want to do is blend in with everybody else because it's safe and cosy in there! This is the best way to go unnoticed. If you want to get noticed your brand identity needs to be uniquely yours.
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