In this post, we’ll cover the second part of branding better and why you need a powerful brand identity.
, discussed the importance of having a master logo, a secondary look, and choosing the right font or typography.
Let’s delve deeper into the brand identity system below.
Colors. It is how many of us imagine branding. Companies are known for their color choices. For instance, Target uses red and white and Susan G. Komen uses pink, white, and brown.
Most of us know a handful of major brands and their colors because they are an integral part of their company, their message, and brand identity.
Colors, like typefaces, can bring out emotions. What emotions do you want to be associated with your name?
Each color has their own meaning – there is a whole psychology behind color that marketing and advertising can teach you.
Before you decide on a final color palette, think about how your business’ colors will be perceived and if they send the right message. 84% of consumers say color is a primary reason they buy a product or service.
If you need feedback, choose 3-4 different color palettes, and get the opinion of a specialized branding short term contractor or temp. Or you can ask your interns and other staff for opinions and advice.
Related: Why You Should Focus on Emotional Branding
Visual Brand Additions
Visual additions are what they sound like – additions to your brand’s visuals. They support your branding to make it unique, and to tell your story.
Will you have a patterned background, or use icons? Victoria’s Secret uses a pattern in their branding that supports the rest of their identity.
Icons can also be a great tool, when used correctly, to bring your branding together. If you sell a service or a product, you can add icons to your website and merchandise, as part of the packaging or to tell consumers more about your product.
Plus, they can make your company look professional and trustworthy. If you don’t look professional, you will have a hard time convincing consumers to spend their money with your company.
A brand tone, or what is commonly referred to as your brand personality, is what your company says. Not just what you want others to say about your brand.
You are in control of the brand message you send by using your words. Consistent weekly blog posts that are informative and helpful is one way to build your brand tone.
What you say establishes who you are as a company. Is your business vintage? Or bright, bold, colorful, and happy?
Your industry can help determine which is best, but also how you want others to perceive your brand.
What words do you want people to use when they discuss your startup or small business? Your brand personality should encompass those words.
But you can also use your social media, mission statement, and blog posts, among others to create the right tone.
Remember, like all other elements of your brand identity, your brand tone should be unique so you’re memorable, and you stand out in a crowded market.
Don’t be afraid to try something different, or do what others in your industry are not.
What company brands do you admire?