11 Mar BRAND IDENTITY DESIGN: A BEGINNERS’ GUIDE PART II
Here, we have the second part of brand identity design. Continuing the previous article, we are going to go further deep into the brand building process where design plays a major role.
Brand personality
Your clients and customers are looking for an experience tailored to their needs. So, back your design with genuine personal interaction. Without over-thinking, you can use the chart below and place a dot closest to where you think the brand personality fits.
Results mostly on the left side?
Your business is more contemporary, and likely fast-moving while embracing the latest technologies. But showing a personality is important. But how? Show personality in your branding with energy and approachability. Be fun and trendy, but with a style that relates to your TG for a long term.
Results mostly on the right side?
If your business is falling into the right side of the char. It relies on process and planning, possibly for higher end clients. Exhibit personality by communicating in a professional and authoritative manner. Share knowledge with a corporate voice, without being too unapproachable.
A mix of results?
Not every brand will fall neatly to one side or the other. And that’s absolutely okay! Sometimes, contrasting attributes can complement each other in unexpected ways. Embrace this, and create the personality that best fits your vision and style, keeping in mind the business values.
Build a brand story & messaging
When brand building, tell customers succinctly who you are. Use the business voice you have chosen. Your message should be intricately associated with your brand, and conveyed in a few sentences.
This part of the brand development process goes beyond your business logo or tagline to define key aspects of who you are, what you offer, and why people should care. A brand message is meant to be communicated on a human level, which helps make a direct emotional connection with your consumers.
Create a brand logo and tagline.
Be willing to invest the time and money by having something exceptional created to reinforce the visual identity of your brand. Your logo will appear on everything that relates to your business. It will become your identity, calling card, and the visual recognition of your promise.
Integrate. Integrate. Integrate.
Integrate your brand design everywhere it’s necessary. It can be stationary items, billboards, social media, and much more. The identity that you have created is a blueprint for the brand. So, ensure to document the entire process for future advertisers to use.
Lastly, brand building is an ongoing process. Like how our personality changes, a brand’s personality changes over time too. It has to fit the market demand and trends without losing its core message.
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