Connection: The more effectively you communicate who you are, the easier it will be for people to engage with you and, ultimately, join your community of lifelong fans.Whether you want your product to stand out on a shelf, or you want your ads to stand out on Facebook, creating a consistent, cohesive presentation is the secret to success. Differentiation: How can you stand out in a crowded marketplace? Your brand identity can play a strong role.Design is a powerful tool that can transform how people interact with your brand in three important ways. W hy Do You Need a Brand Identity?Ī strong brand identity is not about making pretty packaging it’s about communicating your brand story effectively. For the purposes of this post, that’s what we’ll be focusing on. That said, when most people talk about brand identity, they’re referring to a brand’s visual identity.
(Sometimes that even includes how it sounds, tastes, feels, and even smells.)
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Is it your logo? Your color palette? Your infographic style? It’s all that-and more.īranding pro Marty Neumeier defines a brand identity as “the outward expression of a brand, including its trademark, name, communications, and visual appearance.” To us, a brand identity is the sum total of how your brand looks, feels, and speaks to people.
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Note: First published in 2016, this post has since been updated to include our streamlined process and free brand toolkit. Follow this guide and you’ll end up with a beautiful, functional brand identity that will help you outshine your competition, connect with the right people, and tell your brand story through every piece of content. To make it easy, we’ve broken it all down into this simple step-by-step guide, including our best tips and handy toolkit to help you along the way. With the right guidance, you can move through the process effectively, and that’s why we’re here. What should it include? How do you start? Who needs to be involved?ĭon’t worry. Of course, tackling a brand identity can be both intimidating and confusing.
So if you’re going to do it, you might as well do it the right way. This work isn’t easy, but it’s some of the most important work that any brand can do. This requires deep thinking, a team with strong communication and design skills, and an intimate understanding of who you are, what you do, and how you want to present your brand to the world. You need to approach your design strategically to build an identity that truly reflects your brand-and can support you as you grow. You can’t just pick a few colors and haphazardly slap a logo together. A strong brand identity doesn’t happen overnight.
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