Brand Identity: The Essence of Your Business's Image
What is a Brand identity? Brand Identity is the visual aspect of a brand.
The logo, colours, fonts and visual style that you use online and in print make up your visual brand identity.
The identity should be legible, recognisable and memorable. It should reflect - through the use of your logo, name & strapline - your brand values. It should clearly communicate your name and/or product or service.
The identity should be constructed using appropriate typefaces and colour remembering the different types of media it will need to be applied to i.e. stationery, electronic media, products, advertising and literature.
The identity should be applied consistently across all media – for example its colour and its positioning on a page or screen should remain familiar across all your marketing material, the secondary typefaces and imagery styles you use, should also have a uniform look.
The quality of the way in which the identity is presented should reflect the values of the product or service (simply, this could be the board and paper used for stationery or advertising in publications that reflect like-minded values). Consider your business card is often what you leave behind after a meeting, so how it looks and feels is very important – has it been printed well, on good quality card and is the information clear and easy to read?
Anyone associated directly with the business should embrace the brand and brand identity and be sympathetic and understanding to the importance of its identity.
If you consider partnering with other companies, ensure that your branding and brand identity reflect theirs and vice versa.
The identity is often the first thing people will see. Any product/literature/advertising is acting as a silent salesman 24/7 selling your product or service – which, if working correctly will help you to see a return on your investment.
Your logo should therefore be reproduced on every element that comes into contact with your clients and potential clients. Ensure your logo is on every invoice, every email, all your envelopes, name badges and powerpoint presentations. Use it whenever you can.
