We live in a world where we are constantly exposed to new brands and their stories, that want to sell us an amazing product or service. With the number of online businesses growing every day; scams and fake brands are also on the rise. But how do we know a business is credible? A key contributing factor of trusting that a business is real (even if it’s online-only) is their brand identity. This means having a consistent look and feel throughout their channels and across social media, as well as their website, packaging, email marketing and more.
In today’s digital world, a strong brand identity is essential for a business to be successful. Here are five key elements we believe your brand needs to be effective:
Your brand’s logo is the face and representation of your business. Your logo should not only be catchy and clever but also legible and easy to use. Make sure to check your competitor’s logos before creating your own, to ensure yours is unique and different enough from any similar business.
The typeface you use can say a lot about your brand. Make sure to use fonts that will easily translate to different applications (web, print, social, etc) as well as having fonts that are easily readable. Your font should reflect your brand’s identity and personality.
3. Colour Palettes
Colour is much more important than you may think. Different colours evoke different feelings. Warmer colours like red, orange, and yellow are generally tied with passion and energy; while cooler colours like green, blue and purple usually translate to feelings of calm and relaxation. Make sure to choose a colour palette that makes sense for your brand.
Aside from your product/service, your brand’s story is what will connect your customers with your brand. A strong brand identity can create an emotional connection with consumers, which can be a solid foundation for building a lasting relationship with a brand.
Make sure your brand’s identity ties into your brand’s story, personality and unique voice. If you want your brand to look and feel friendly/maximalist, make sure your branding represents that and if you want your brand to feel luxurious/minimalistic that your colours and style match that as well.
5. A Brand Style Guide
To ensure that your brand is being used in a consistent manner, a brand style guide is essential for designers and marketing to follow. This document will outline your design assets, specific fonts and how/where to use them, colour palettes and colour variations, tone of voice, do’s and don’ts and many more to guide your team and ensure a consistent brand throughout.