Any business with a good sales strategy can be struggling to generate a successful return in the long run if it doesn’t have recognisable and valuable brand identity. At the end of the day, every company wants to build a great and trustworthy brand.
So, what exactly it is? Is having a logo enough to make your brand memorable? Though logo is one of the key aspects of branding system but there are much more components you should think of. Sometimes business owners forget that every visual representation of your company is your branding identity. Every advertisement, every invoice, every email makes up your brand. It’s not only your logo or colour palette but a strong and well-planned brand continuity.
Brand identity is a mix of methods that convey the purpose of business, the philosophy it follows, the ethics and everything that defines it. It connects your clients as well as employees with your business. It’s about having a purpose and authentic identity you can commit to and your customers will be willing to follow.
So how can you do that? How to develop a strong brand identity?
The first step here is to analyse and prioritise your values. Define the products and services you want to provide and how they will impact your customers.
To establishing the brand identity and to help you to build your brand system we have to know your company values. It is very important for us to understand your primary goal, only then we can actually bring it out and transform it into a successful brand design.
There are several main questions we will be focused on:
Defining your target audience. It doesn’t make sense to try to please everyone. Your time, energy and money are better invested in a target audience.
Unfold your authentic and unique position that set your business above the competition. Is there a problem your product solves? What standards do you want customers to associate with your business?
How the branding assets your want to develop will align with your goals and values. How we can amplify and empower your brand’s voice and presence.
Answering these questions will help to develop a powerful base and strategy for us to design your branding assets. These assets will reflect every aspect of your values: what you look like, sound like, and act like as well as promote the main tagline of your business. Think of companies like IKEA which is known for providing affordable, modular, modern furniture or Disney, whose essence is family entertainment. What message do you want to present to your customers?
Now we need to convey this message through all possible design components of your brand: from a website, logo and business cards to the small pieces of branding system like social media brand assets and email marketing campaign elements.
City Siteworks is a great example of a company we have helped to create an attractive branding system.
We designed a website that is easy on the eye and makes it simple to do what you’re there for — find more information on what they do, get a quote, or contact them. The mobile-friendly approach for the website design helped to improve customer experience on mobile devices.
We redesigned their logo without destroying their brand identity. Their bold colours are appealing and identifying: navy on white, with calls to action highlighted by a deep yellow. We also designed a company profile and business cards. Also, we know that social media is where the brand continuity ball often gets dropped – so we created and designed visual assets for their Instagram and Facebook accounts according to their brand identity.
Clear, consistent, memorable. Your branding should represent your values, services, and personality. It should establish you as an industry leader, providing a sense of originality, professionalism, and expertise.