The 4 Essential Aspects Of Brand Identity. Which One Are You Missing?

September 19th, 2016 | Posted in Marketing

Creating a unique brand identity, or brand design, is perhaps the most difficult thing in business. Why? Because there is no one single answer. There’s no miracle cure or template you can follow. A unique brand identity comes from creative thinking, and finding something that sets you apart.

When it’s done right, it is incredibly effective. Just thinking about the branding power of Coca-Cola or Pepsi. The colours and logos alone are enough to make you think of the product. Think about Mercedes’ classic badge, and you instantly imagine refined, luxury driving. Think of the McDonald’s golden arches, and you can almost taste the hamburgers! This is branding at its best. Unfortunately, we can’t tell you what your unique brand identity is. But, we can tell you how to start creating it.

  1. Your logo

We’ve already touched upon Mercedes, McDonald’s and Coca-Cola. Their logos are fantastically recognisable. The image alone is enough to conjure the ethos of their brand and company. Another great example is Nike’s famous tick. You need a logo that defines and represents your company. It must be simple, effective, and powerful. It’s not an easy task, and it’s best left to the professionals.

  1. Colours

Sometimes, even an iconic colour scheme is enough to define the brand. The first thing that springs to mind is Red Bull’s classic red, yellow, and deep blue. That particular colour palette is so recognisable and has come to define their brand. The same can be said for Google’s simple primary colour rainbow palette. It defines their logo, but it also creeps into every aspect of their design. How about Coca-Cola’s distinctive, dominant red colour? Or Facebook’s trademark blue? These colours define their respective brands. Choose yours wisely.

  1. Fonts

Fonts have an incredible way of conveying personality. Picture Disney’s classic logo in your mind right now. You’re instantly thinking of the swirling font that captures the magic and playfulness of the brand. So simple, but so brilliant. The same can be said for eBay’s haphazard lettering. Your chosen font can easily match the personality of your brand. Think about the high-end jewellery market. They always use curling, elegant fonts to depict their brand. What would your font look like?

  1. Tone of voice

Now that we’ve covered the visual elements, what about the copy? Every piece of text or wording conveys your brand identity and personality. So, choose your words carefully. Moreover, choose the way you say them. The tone of voice you adopt is incredibly important when connecting with customers. You’ll quickly double your web traffic if you get it right online. A stuffy, professional tone is no good for a playful, creative business. While a colloquial, chatty tone is no good for a B2B company. Use a tone and personality that reflects your business ethos. Then apply it to every aspect of your business. From newsletters to blogs to advertising copy.

Every small decision you make impacts your overall brand identity. Make sure you’re creating a coherent and powerful brand through every aspect. Use your logo, your fonts, colours, images, and wording to give your company the right aesthetic.