# data[].attributes.body
What exactly is a brand? A brand is a collection of a company's, service's, or product's intangible assets. It is a description of an emotional bond between a company and its consumers. Because brand identity is physical, it appeals to the senses. What you can see is the brand identity. It promotes recognition, increases distinction, and makes large concepts and meaning more approachable. Everything you see is the visual language of the brand. Beginning with typography, colors, a logo, and an identity system, and progressing through layout, grid, composition, motion graphic, packaging (print design), social media graphics, online design (digital design), and much more.

Brand identity consists of elements like:

logo or wordmark

different logo lockups

key colors (color palette)

corporate typefaces

standard typographic treatments

consistent style for images

library of graphic elements

The guidelines dictate how to utilize these graphic brand elements. The paper titled Identity Guidelines defines the physical message that the customer receives from the product, person, or thing.

The essential word here is consistency. Consistency helps your audience to form a mental picture of who you are and what value you can provide. In general, brand identity combines unrelated aspects to form entire systems. So the logo is not brand identity in and of itself, but it is a component of brand identity.

The visual identity system includes how the logo appears on apps, as well as the typefaces and colors used by your firm. As a result, the most effective identity initiatives represent and develop the company's brand through fostering desired impressions (through design). After all, design is critical in the creation and development of brands (the process of branding). In fact, design distinguishes and expresses the intangibles that customers value the most: emotion, context, and essence.

To summarize, a brand is a relationship between a company and its customers. What we can perceive is brand identity, which is the design of a brand.

_____________________________________

# data[].attributes.attachment_link.readable_text
People use these terms: brand, branding and brand identity as interchangeable synonyms every day, but they don't mean the same. What is a brand? What is branding? What is brand identity?
‍ This is a more comprehensive version of the article I published on a while ago.

‍ So, you found out about the power of branding.

Maybe a friend-marketer told you that you should invest in brand identity and build your online presence as a brand.

Or maybe you've read an article that briefly mentioned the word "brand", whatever the case, you're intrigued.

But you also recognize a serious problem - you don't know where to start.

Brand, Branding or Brand Identity-What's the difference?

What's the process of branding and what does it really mean?

And how should you go about this?

Should you start with a logo design process?

After all, the terms: brand, branding, identity and logo seems to describe one thing, don't they? It's all related to the design of a business (company, service or product).And when you think about famous brands like: Apple, Starbucks, Coca-Cola, IBM, UPS etc. you probably can recall their logos.[caption id="attachment_51843" align="aligncenter" width="800"]

Famous brands and their logos.

In addition to that (if you encountered them before) you must have made some associations with these brands.

Good or bad. Strong or weak.

Whether through your own experience, or advertisement there is a certain way you feel about them when you see these logos:

But let me state it clearly:

A logo is not your brand, nor is it your identity.

Brand, branding, and brand identity all have different roles, that together, form a perceived image for a business, service or product.

Therefore they all can be put in a bucket called business design, but they have different meaning.

Many people think of design as either a purely aesthetic profession, or even an advertising discipline.

But this is not true.

Design is a problem-solving mindset well adapted to helping companies with a host of practical, real-world challenges.

So in the next paragraphs I will elaborate on the differences between the terms: brand, branding and brand identity.

Hoping you will be able to really grasp the meaning of them and understand the potential of each one.

What is a brand?

The word "brand" is used pretty loosely these days.

For example, people might use the word "brand" to talk about logos, though a logo or identity is not a brand.

But really, it's much more than that.

Brand is a set of intangible assets of a company, service or product.

It is a definition of an emotional relationship between customers and the business.

A brand is a person's gut feeling about a company.

Every day we discover new products and new businesses.

Whether it is a new product in your supermarket, a new tech company or the airline you've never heard about before.

Competition creates infinite choices and companies look for ways to connect emotionally with customers,becomeirreplaceableand create lifelong relationships.

So with that being said, brand is not what you say it is - it's what they say it is.

Brand is a relationship.

People need emotional navigation.

Let's take a tribe for an example.

A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.

A brand is a relationship.

People want connection and growth and something new. It's like evangelism.

Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are.

Therefore a strong brand needs to stands out in a densely crowded marketplace.

People fall in love with brands, trust them, and believe in their superiority.

Take Apple as an example. There are brand fanatics out there who will buy their products even if it's not any better or cheaper than the competition.

How a brand is perceived affects its success.

In one sense, perhaps the most important sense, a brand is a promise.

Think of some top brands and you immediately know what they promise: UPS, Coca-Cola, Apple.

The fundamentals of brand building, from listening to and learning from customers, to relevantly meeting their needs, have been magnified in a world of digital communications and consumer empowerment.

Brand is a promise to customers.

Delivering on a promise will keep customers happy and continue to build confidence in the brand.

You know what you're going to get with a well-branded product or service.

So to sum up: A brand is the way that your customer perceives you.

What is brand identity?

So if brand is what they think about you, when you're not in the room, then how you can influence that perception?This is where the term "brand identity" comes into play.

Brand identity is tangible so it appeals to the senses.

Brand identity is what you can see.

It fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible.

You see it , touch it, hold it, hear it, watch it move.

To put it simply: everything that you can see (the visual language) is brand identity.

Starting with typography, colors, logo, identity system through layout, grid, composition, motion graphic to packaging (print design) and social media graphics, web design (digital design) and much more.

Coca-Cola Brand identity.

Everything what is visual about a brand - we call it brand identity (or corporate identity, if you wish).

How many elements a brand identity system consist of depends entirely on how many touch points (applications) needs to be designed for a brand.

So next time you search for a "brand designer" you should rather considering searching for "brand identity designer" instead.

Brand Identity is what we can see.

The goal of a brand identity designer is to find artifacts that tell your story and engage people with who you are in a familiar and meaningful way.

That means ensuring every time your artifacts show up, they are consistent in their appearance, use, size, scope, color, feel, etc.

Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image.

Brand identity consists of elements like:

logo or wordmark

different logo lockups

key colors (color palette)

corporate typefaces

standard typographic treatments

consistent style for images

library of graphic elements

All of which comes together to form a Brand Identity Guidelines document.

The guides govern on how to use these visual brand assets (check style guides of famous brands)Identity guidelines document describes the tangible message the consumer receives from the product, person, or thing.

And the key here is consistency.

I've seen so many great companies that use their brand's visual language inconsistently.

Consistency allows your audience to build a memory structure around who you are and what value you have to offer.

The main purpose of brand identity is to set guidelines on how to use those visual assets.

Consistency in identity projects the corporate culture that surrounds the product.

And this culture becomes the brand identity of your organization.

Generally speaking, brand identity takes disparate elements and unifies them into whole systems.

So the logo alone is not brand identity, but it's a part of brand identity.

How the logo is shown on applications, what typefaces and colors your company uses - all those aspect form the visual identity system.

Therefore, the best identity programs embody and advance the company's brand by supporting desired perceptions (through design).

After all, design plays an essential role in creating and building brands (the process of branding).

In fact, designdifferentiates and embodies the intangibles - emotion, context, and essence - that matter most to consumers.

According to that, brandidentity is what we designers actually do. So just in case you skipped through this article and somehow missed it.

Designers do not design a brand, but they design is brand identity.

A designer's job is to create a desired perception by using any means available in terms of visual language.

What is branding?

So far we've learnt that brand is a relationship and brand identity is the design.

Brand is intangible and brand identity is tangible.

We know that you don't design a brand, but you build a brand instead.

And we've learnt that what you design is brand identity.

What we discussed so far comes together as the process of branding.

Branding is a process.

It is a disciplined process involved in creating a unique name and image for a product, company or service in the consumers' mind.

Branding can be a genuine game-changer.

The discipline has come a long, long way, form starting out as the stamping of marks of ownership on the backsides of cattle...Through the manufacture of identities for products competing on supermarket shelves...

To the creation of complex marketing and communications glue for countless global organizations.

Process of branding.

And the process of branding is done mainly through advertising campaigns with a consistent theme. With the consistent use of the brand identity (visual language) and the brand strategy underlying it.

Branding is about seizing every opportunity to express why people should choose one brand over another.

Companies leverage branding as a desire to lead, outpace the competition, and give employees the best tools to reach customers.

So branding is both: tangible and intangible sum of a product's attributes: it's name, packaging, and price its history, its reputation, and the way it's advertised.

In other words:

The process of branding is a communication of characteristics, values, and attributes that clarify what this particular brand is and is not.

And it's up to you how you communicate those characteristics.

So make sure your communicate what you wanted to be associate with.

Whether its your company, a product or you as a personal brand.

We can distinguish the following types of branding:

Co-branding - partnering with another brand to achieve reach

Digital branding web, social media, search engine optimization, driving commerce on the web

Personal branding the way an individual builds their reputation

Cause branding aligning your brand with a charitable cause; or corporatesocial responsibility

Country branding efforts to attract tourists and businesses

What ties those types of branding together is the desire to clarify of what is being offered.

Whether it is a product, service or person - image and consistency (brand identity) play a huge role in branding.

Branding is the BIG plan.

It describes the expected results of a product or individual.

But pay attention to the word "expected".

You may want your audience to see your brand e.g. as trustworthy, progressive and friendly.

But how they actually see you may vary.

Here's the list of some of the terms related to branding:

brand positioning - is how the brand is perceived in the context of competitive alternatives

brand promise - is the unique value proposition (brand benefit e.g. for Volvo is "safety.")

brand essence - is the "heart and soul" (e.g. for Starbuck's is "Rewarding everyday moments")

brand associations - are anything that people link or associate with the brand in their minds.

brand personality - is the composite of personality traits (e.g. trustworthy, friendly, innovative)

brand archetype - it implies the driving force behind the brand (e.g. Tesla - t)

brand voice - how does your brand "speak? Do you use teenagers language or you're more serious?

brand values - they define on what guides your company's decision-making

Strong brands don't just happen.

They are usually the results of a long-term strategy that guides how a company does business and is tightly bound to its understanding of customer needs.

Think about what you have to offer, what differentiates you, and use brand identity (the visuals) to match your core values, mission and vision in every point of contact with your audience.

To sum up

Brand is a relationship between customers and the business.

‍ Brand identity is what we can see, it's the design of a brand.

‍ Branding is a process of building awareness and extent loyalty.
*This article was written based on the book "Designing Brand Identity: An Essential Guide for the Whole Branding Team" by Alina Wheeler
‍Wanna learn more about branding? - check my list of best branding books.

# data[].attributes.attachment_link.title
Branding, brand and brand identity: What it really means?

# data[].attributes.attachment_link.description
People use these terms: brand, branding and brand identity as interchangeable synonyms every day, but they don't mean the same. What is a brand? What is branding? What is brand identity? ‍ This is a more comprehensive version of the article I published on a while ago.

# data[].attributes.body
Liz Dennery Sanders is the author of "Style & Substance: How to Create a Compelling Brand" She talks about the value of brand identity and how every business can create one that their customers love. Your brand identity isn't just your logo or color palette, it's everything you say and do, she says. The elements of your brand identity should create a picture of your mission and values. Dennery Sanders is the founder and of Dennery Sanders, a company that promotes customer-based brand equity. She says brands should assess their "touchpoints," or places where consumers come in contact with their brand. These touchpoints should be integrated into the ethos and meaning of your brand, she said.

Source:
https://www.businessnewsdaily.com/2044-steps-branding.html

# data[].attributes.attachment_link.readable_text
When you are running, marketing and promoting a business, many of the decisions you make feel unrelated to each other. After all, training employees, posting on social media, and packing up orders for shipment don't seem to have much in common.

Each of these decisions, however, are key parts of your brand identity.

What exactly is a brand "identity" and why does it matter to your business? Business News Daily talked to Liz Dennery Sanders, the author of " Style & Substance: How to Create a Compelling Brand," (SheBrand, Inc., 2018) about the value of brand identity and how every business can create one that their customers love.

Brand identity vs. branding

Brand identity is often confused with the "branding" choices that make up your visual marketing. But it encompasses much more than that.

"Brand identity is what a brand stands for and how it is perceived in the world," said Dennery Sanders. "It's the words, thoughts and images that come to mind when the consumer engages with the brand in some way - and how it makes the consumer feel."

This includes and is influenced by visual branding choices like website design and color choice. But it also includes elements like your social values, marketing, press coverage, partnerships and customer interactions.

"Your brand identity isn't just your logo or color palette, it's everything you say and do, too," Dennery Sanders said. "It's how you shake a client's hand, it's the content you post on your blog and on your social media profiles."

Anything that affects how the public thinks and feels about your company works to create your brand identity.

Brand awareness and customer-based brand equity

Why does this matter? Brand identity impacts two key factors for your business' growth: brand awareness and customer-based brand equity.

"Your brand identity is how your customers perceive you, and ultimately, how they feel about you, so it's incredibly important for both brand awareness and growth," said Dennery Sanders.

Together, the elements of your brand identity should create a coherent picture of your mission and values, reflect the best of your business and leave customers with a positive impression of your company. This generates awareness of your brand among your target market. Without brand awareness, you cannot expand your market, generate new revenue or create opportunities for growth.

When both brand identity and brand awareness are at high levels, you build customer-based brand equity. Customer-based brand equity, which was first conceptualized by Kevin Lane Keller in the 1990s, is the value of your brand through the eyes of your customers. If you have high customer-based brand equity, consumers are more likely to trust and recommend your company.

A high level of customer-based brand equity creates a loyal customer base. This directly leads to growth opportunities for your company, increasing your exposure and profitability.

How to build your brand identity

Knowing the value of a strong brand identity is the first step in creating customer-based brand equity. The second step is identifying the ways that you can build that identity.

Dennery Sanders recommended that brands regularly assess their "touchpoints," or places where consumers come in contact with their brand.

"There are many, many ways in which you come in contact with your customers," she said. "Think about ways you can infuse all of these brand touchpoints with the ethos and meaning of your brand."

These touchpoints, which define your brand identity and create brand awareness, include:

Advertising

Social marketing

Media coverage

Promotional partnerships

Visual branding

Email marketing

Website design and content

Retail or office locations

Customer service interactions

Purchases and packing materials

Industry events

Publications

Consider how you want customers to feel after every interaction they have with your business. "Ask ... how can I make this feel more on-brand for my customer?" Dennery Sanders said. "How can I make this the best possible experience for my customer?"

Dennery Sanders also reminds businesses that employees are an integral part of brand identity.

"[Employees] need to be given the tools to understand and communicate the brand messaging so that they become effective ambassadors," she said. "When employees ... are given room to actively participate and contribute, the internal culture thrives and positive external engagement increases."

Dennery Sanders pointed to hairstyling company Drybar as an example of a business with a strong, successful brand identity.

"Drybar is all about making the world a happier place, one blowout at a time," she explained. "They have chosen a "happy" color - yellow - and use it everywhere. They fill their social feed with bright, happy images of satisfied customers, as well as puppies in shower caps and dogs getting blowouts, too."

Dennery Sanders added that Drybar is known for excellent customer service and smiling employees as well. All these touchpoints have built a public perception of Drybar as a happy, cheerful and people-centric business. This brand identity contributes to positive publicity, which in turn builds loyalty and equity among the company's customers.

Brand management in response to customer perception

Brand identity isn't static. Customer perception of your brand can change quickly in response to press coverage, a new product launch or an incident on social media. Businesses need to engage in active brand management and work to control the way their brand is perceived by customers.

A high self-monitoring brand will engage quickly with customer perceptions, working to change the way their brand is presented and perceived when customers aren't responding to their current brand identity. A low self-monitoring business, by contrast, won't engage in active brand management.

Responding to your customers' perception of your brand is vital, said Dennery Sanders: "To create a truly compelling brand identity, it's imperative to delight your customer base." This may mean adjusting your marketing or sales choices if customers aren't responding positively.

However, you don't want to abandon any of your core principles in response to a negative reaction. When it comes to the communities you want to serve, the ethical standards you set or the message you stand behind, low self-monitoring can allow your business to maintain its integrity in the face of changing public opinion.

In the long run, finding a balance between low and high self-monitoring is key.

"The more you focus on being clear about who you are and what you stand for, and connecting to your audience in an authentic, meaningful way, the more your brand awareness will grow," Dennery Sanders advised.

# data[].attributes.attachment_link.title
Why Brand Identity Matters and How to Build It Better - businessnewsdaily.com

# data[].attributes.attachment_link.description
When you are running, marketing and promoting a business, many of the decisions you make feel unrelated to each other. After all, training employees, posting on social media, and packing up orders for shipment don't seem to have much in common. Each of these decisions, however, are key parts of your brand identity.

# data[].attributes.body
A branding is the process given to a product or service that gives it its own identity. Branding is important because it not only creates a memorable impression on consumers, but it also informs your customers and clients about what to expect from your business. It is a method of distinguishing yourself from competitors and clarifying what you offer that makes you the better option.

In my view, branding is quite similar to identity, but to be more specific or to explain more about branding, it is based on what the name of the brand as what they sell and what they actually do. A specific brand, as well as basic information about what that company or organization does or does not do

If we're talking about a brand's identity, it could be who they represent as a community or organization or what they basically do, but it's quite different from the word brand because the meaning is on who they are, how they think about their organization or how they think in general, how they are viewed and how society images or defines them.

Now a brand identity, A company's brand identity is how it tries to distinguish itself in the marketplace. Branding and marketing tactics help a firm communicate its identity to customers.

It represents how a product or service wants to be regarded by its customers. Companies use brand identity to communicate their beliefs, products, and services.

https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-business/#:~:text=Branding%20is%20important%20because%20not,makes%20you%20the%20better%20choice.

# data[].attributes.attachment_link.readable_text
Cambridge Dictionary defines branding as "the act of giving a company a particular design or symbol in order to advertise its products and services." Not so long ago, this was a pretty accurate description of branding - at least, what the general consensus was at the time.

Branding was (and still is) misunderstood by being reduced to its aesthetic component: visual identity. For many, whether specialists or not, branding is still just about the visual identity - name, logo, design, packaging, etc. Even more so, while the concept of branding and its understanding have evolved enormously over the years, the same old vision of branding is being preached, even by high-level marketers.

"Brands are essentially patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people."- Tom Goodwin

Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

There are many areas that are used to develop a brand including advertising, customer service, social responsibility, reputation, and visuals. All of these elements (and many more) work together to create one unique and (hopefully) attention-grabbing profile.

What is branding?

If the explanation of branding was simple, there would not be so much ambiguity and dissonance regarding the concept. Still, for the most part, a strong understanding of branding requires a decent grasp of business, marketing, and even (human) relational basics. Branding is such a vast concept that a correct definition that truly encompasses everything that it represents would not bring too much clarity to the subject just by itself. But, for the sake of lowering the propagation of obsolete, incorrect, and incomplete information about branding, we offer a more complete definition:

Branding is the perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholders' minds.

If you compare this definition to the official Cambridge definition, you can clearly see that the latter (Cambridge) offers more surface-level information, giving a false sense of understanding to the reader. This might be one of the reasons why most people think that definition is correct and choose it as the foundation of their knowledge-building on the subject. In truth, basing your learning about branding on a definition that reduces it to only one element (visual identity) makes every other branding-related concept fall short when trying to connect the dots.

Our definition of branding, even if seemingly more ambiguous than the other, gives much more sense to the concept when diving deeper into its meaning. Here is a rough breakdown:

1. Perpetual process
Branding is a perpetual process because it never stops. People, markets, and businesses are constantly changing and the brand must evolve in order to keep pace.

2. Identify, create, manage
There is a structured process to branding, one where you must first identify who/what you want to be to your stakeholders, create your brand strategy to position yourself accordingly, and then constantly manage everything that influences your positioning.

3. Cumulative assets and actions
Your positioning must be translated into assets (e.g., visual identity, content, products, ads) and actions (e.g., services, customer support, human relations, experiences) that project it into your stakeholders' minds, slowly building up that perception.

4. Perception of a brand
Also known as reputation. This is the association that an individual (customer or not) has in their mind regarding your brand. This perception is the result of the branding process (or lack thereof).

5. Stakeholders
Clients are not the only ones that build a perception of your brand in their minds. Stakeholders include possible clients, existing customers, employees, shareholders, and business partners. Each one builds up their own perception and interacts with the brand accordingly.

Why is branding important?

Branding is absolutely critical to a business because of the overall impact it makes on your company. Branding can change how people perceive your brand, it can drive new business, and increase brand value - but it can also do the opposite if done wrongly or not at all.

"A good definition of brand strategy is the considered intent for the positive role a company wants to play in the lives of the people it serves and the communities around it." - Neil Parker

Let's set something straight: Reputation builds up whether the business does something about it or not. The result can be a good or bad reputation. Understanding and using branding only means that you take the reins and try to control what that reputation looks like. This is why it is recommended to consider branding from the very beginning of your business.

Contrary to popular belief, branding is not an "expensive marketing tactic that only big brands use". On the contrary - branding has a lot to do with common sense and is heavily influenced by the market you're in and the level you want to play at. Branding involves a consistent mix of different competencies and activities, so its cost can wildly differ from case to case. High-level consultants and flawless implementation will, of course, be more expensive than anything below it. Likewise, branding an international, multi-product business will be much more challenging and resource-heavy than a local business, for example. There is no one-size-fits-all approach.

Branding increases business value

Branding is important when trying to generate future business, and a strongly established brand can increase a business' value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace.

The result of the branding process is the brand, which incorporates the reputation and value that comes with it. A strong reputation means a strong brand which, in turn, translates into value. That value can mean influence, price premium, or mindshare. The brand is a business asset that also holds monetary value in itself and must have a place of its own on a business' balance sheet because it increases the overall worth of the company. Although this is a controversial topic and a difficult task for many companies, giving financial weight to the brand is as important as branding itself - this is called 'brand valuation'.

Our ' Brands in the Boardroom ' series makes an excellent point for the business side of branding.

Branding generates new customers

A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company's best and most effective advertising technique.

Just like with the reputation of a person, the reputation of a brand precedes it. Once a certain perception of the brand has been established in the market, an uncontrollable chain of propagation begins. Word of mouth will pass the perception on and further reinforce or tarnish the reputation of that brand. If the reputation is positive, potential new customers may come into contact with the brand, having an already-positive association in their mind that makes them more likely to make a purchase from this brand than from the competition.

Improves employee pride and satisfaction

When an employee works for a strongly branded company and truly stands behind the brand, they will be more satisfied with their job and have a higher degree of pride in the work that they do. Working for a brand that is reputable and held in high regard amongst the public makes working for that company more enjoyable and fulfilling.

As we have mentioned before, the stakeholders of a brand are not just clients, but also employees. We must be aware of the fact that human interaction is the basis of commerce, and employees are the first line of communication for any brand - the first ambassadors. Employees that have a good association with the brand will perpetuate that perception further down the line to the clients and partners they interact with. This can also translate into better leadership, more involvement, and better products and services.

For more about the effect of branding on employees and the subject of employer branding, we recommend Christopher Abelt's expert articles.

Creates trust within the marketplace

A brand's reputation ultimately boils down to the amount of trust that clients can have in it. The more you trust a brand, the better your perception of it, the stronger its reputation and, thus, the brand itself.

Branding searches for the right way to earn and maintain a certain level of trust between the company and its stakeholders. This is done by establishing a realistic and attainable promise that positions the brand in a certain way in the market and then delivering on that promise. Simply enough, if the promise is being delivered upon, trust builds up in stakeholders' minds. In highly crowded markets, trust is especially important because it can make the difference between intent (considering to buy) and action (making the purchase).

Branding in practice

The topic of branding is definitely not a one-pager. It's an ever-evolving subject spanning many areas of expertise: business management, marketing, advertising, design, psychology, and others. Branding also has different layers, each one with its own meaning and structure. It is not the same as marketing but there are many common grounds between the two, which is why we cannot acknowledge or deny that branding and marketing are somehow subordinate one to the other. They are interdependent and their primary goal is to serve the business.

Brandingmag's Roundtables are a great place to find some clarity and expertise regarding different aspects of branding, such as employer branding, country branding, brand design, brand governance, and brand valuation, to name a few.

Or, if you're a busy marketer trying to hone your skills, tune in to our podcast, Branding over Wine.

The more you understand branding's complex nature, the easier it will be to dive deeper into the subject and its underlying topics.

# data[].attributes.attachment_link.title
What Is Branding and Why Is It Important for Your Business?

# data[].attributes.attachment_link.description
Cambridge Dictionary defines branding as "the act of giving a company a particular design or symbol in order to advertise its products and services." Not so long ago, this was a pretty accurate description of branding - at least, what the general consensus was at the time.

# data[].attributes.body
(my summary) a brand is a type of product created and managed by a company and is usually given a name, while identity is the fact of being who or what a person or thing is (considering things like characteristics.) brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. brand identity has visual elements that makes the brand unique, recognizable and memorable. brand identity attracts new customers to a brand while making existing customers feel at home. building a positive, appropriate brand image requires analyzing the company and its market, and determining the company's goals, customers, and the message they want to get across.

source: https://www.investopedia.com/terms/b/brand-identity.asp

# data[].attributes.body
What is brand identity?
Visual elements that will be used to market your company. This indicates that a brand identity includes more than simply a logo and includes a wide range of marketing materials.

Why is it important?
Personality: Identity design basically establishes your brand's tone and may be used to create particular emotions in your target audience. the company's overall message and goals should be communicated through your brand identity.

Consistency: You may generate a consistent message across all marketing materials by developing a brand identity. To create a coherent branding package, each component should have the same fundamental styles and design features.

Differentiation: A brand identity helps in identifying your company from the competition and positioning it correctly.

Awareness: Creating a brand identity package guarantees that your brand is prominently shown in all of your marketing materials, increasing brand recognition.

Loyalty: It allows consumers to build a connection between a product and the company.

link: https://blog.tbhcreative.com/2015/05/5-reasons-brand-identity-is-important_14.html

# data[].attributes.attachment_link.readable_text
A strong and recognizable brand can help a business be more successful, which is why creating an effective brand identity is so important.

But, what goes into creating a brand identity supports your business goals, and why is branding so important?

What is a brand identity?

When you create a brand identity, you're essentially applying your brand values to any visual elements that will be used to promote your business. This means that a brand identity is more than just a logo, and consists of a variety of marketing materials.

Brand development might include:

Business cards

Stationary

Print materials (e.g., brochures, reports, flyers, etc.)

Signage

Product packaging

Apparel

Website

Developing a cohesive and professional brand identity is an important part of any effective branding strategy. Creating a brand identity requires research and attention to detail in order to develop a style that successfully meets the goals of a business and gives off the appropriate message. Once a brand identity is created, many companies provide guidelines for how their brand should be represented on various mediums to ensure consistency. Check out our showcase of branding style guides for some examples.

Why is brand identity important?

1. Personality: A brand identity is the visual representation of the values and "personality" of your brand. Identity design essentially sets the tone of your brand, and it can be used to evoke specific feelings in your audience. Your brand identity should be designed to communicate your company's overall message and promote your business goals.

2. Consistency: Developing a brand identity allows you to create a consistent message across all marketing materials. Each piece should have the same basic styles and design elements, creating a cohesive branding package.

3. Differentiation: A brand identity helps you to differentiate your business from the competition and appropriately position your brand. Developing a professional, creative identity design can help you to stand out to potential customers in your market.

4. Awareness: Creating a brand identity package ensures that your brand is at the forefront of all your marketing materials, which helps to increase brand awareness. The more places your brand is featured, the more contact it will make with consumers, and the more memorable it will be.

5. Loyalty: An effective brand identity can help to build customer loyalty and trust in a brand, since it allows customers to make a connection between a product and the company.
You might also like:

# data[].attributes.attachment_link.title
5 reasons brand identity is important for your business

# data[].attributes.attachment_link.description
A strong and recognizable brand can help a business be more successful, which is why creating an effective brand identity is so important. But what all does a brand identity entail, and why is it so important? Let's find out.

# data[].attributes.body
What is Brand Identity?
A brand identity, according to Marty Neumeier, is "a brand's outward manifestation, encompassing its trademark, name, communications, and visual look." A brand identity, in our opinion, is the totality of how your company looks, feels, and communicates with its customers. (This can include how something sounds, tastes, feels, or even smells.) Finally, a brand identity is a means to connect with the rest of the world, set yourself out from the competitors, and create a brand experience that motivates others to interact with you.

Apple, LEGO, and Levi's are just a few examples of businesses that have elevated brand identification to an art form. Some companies use it as a way to break into the market (think Warby Parker or Casper). Unfortunately, some (well, a lot) companies suffer because they don't know who they are or how to effectively express it.

What Does a Brand Identity Include?

A brand identity is more than just a logo and a color palette. You should establish a complete visual language for your brand that can be applied to anything from your website to your packaging when designing your identity. Your needs may be more extensive depending on your brand (and the sort of material you want to generate), but a basic brand identity includes:

- Logo
- Colors
- Typography
- Design System
- Photography
- Illustration
- Iconography
- Data visualization
- Interactive elements
- Video and motion
- Web design

https://www.columnfivemedia.com/how-to-create-a-brand-identity/

# data[].attributes.body
Brand identity is basically everything you can see, relating to a certain brand. Everything that is visual about a brand is brand identity. Starting with the typography, colors, logo, motion graphic, packaging, social media graphics, web design, and many more. Everything you can see, touch, hold, and wear is brand identity. Of course, brand identity consists of many different elements, and some of those elements are:

- Logo or wordmark
- Colors
- Corporate typefaces
- Standard typographic treatments
- Consistent style for images
- Library of graphic elements

Source:
https://www.ebaqdesign.com/blog/branding-brand-identity#

# data[].attributes.attachment_link.readable_text
People use these terms: brand, branding and brand identity as interchangeable synonyms every day, but they don't mean the same. What is a brand? What is branding? What is brand identity?
‍ This is a more comprehensive version of the article I published on a while ago.

‍ So, you found out about the power of branding.

Maybe a friend-marketer told you that you should invest in brand identity and build your online presence as a brand.

Or maybe you've read an article that briefly mentioned the word "brand", whatever the case, you're intrigued.

But you also recognize a serious problem - you don't know where to start.

Brand, Branding or Brand Identity-What's the difference?

What's the process of branding and what does it really mean?

And how should you go about this?

Should you start with a logo design process?

After all, the terms: brand, branding, identity and logo seems to describe one thing, don't they? It's all related to the design of a business (company, service or product).And when you think about famous brands like: Apple, Starbucks, Coca-Cola, IBM, UPS etc. you probably can recall their logos.[caption id="attachment_51843" align="aligncenter" width="800"]

Famous brands and their logos.

In addition to that (if you encountered them before) you must have made some associations with these brands.

Good or bad. Strong or weak.

Whether through your own experience, or advertisement there is a certain way you feel about them when you see these logos:

But let me state it clearly:

A logo is not your brand, nor is it your identity.

Brand, branding, and brand identity all have different roles, that together, form a perceived image for a business, service or product.

Therefore they all can be put in a bucket called business design, but they have different meaning.

Many people think of design as either a purely aesthetic profession, or even an advertising discipline.

But this is not true.

Design is a problem-solving mindset well adapted to helping companies with a host of practical, real-world challenges.

So in the next paragraphs I will elaborate on the differences between the terms: brand, branding and brand identity.

Hoping you will be able to really grasp the meaning of them and understand the potential of each one.

What is a brand?

The word "brand" is used pretty loosely these days.

For example, people might use the word "brand" to talk about logos, though a logo or identity is not a brand.

But really, it's much more than that.

Brand is a set of intangible assets of a company, service or product.

It is a definition of an emotional relationship between customers and the business.

A brand is a person's gut feeling about a company.

Every day we discover new products and new businesses.

Whether it is a new product in your supermarket, a new tech company or the airline you've never heard about before.

Competition creates infinite choices and companies look for ways to connect emotionally with customers,becomeirreplaceableand create lifelong relationships.

So with that being said, brand is not what you say it is - it's what they say it is.

Brand is a relationship.

People need emotional navigation.

Let's take a tribe for an example.

A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.

A brand is a relationship.

People want connection and growth and something new. It's like evangelism.

Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are.

Therefore a strong brand needs to stands out in a densely crowded marketplace.

People fall in love with brands, trust them, and believe in their superiority.

Take Apple as an example. There are brand fanatics out there who will buy their products even if it's not any better or cheaper than the competition.

How a brand is perceived affects its success.

In one sense, perhaps the most important sense, a brand is a promise.

Think of some top brands and you immediately know what they promise: UPS, Coca-Cola, Apple.

The fundamentals of brand building, from listening to and learning from customers, to relevantly meeting their needs, have been magnified in a world of digital communications and consumer empowerment.

Brand is a promise to customers.

Delivering on a promise will keep customers happy and continue to build confidence in the brand.

You know what you're going to get with a well-branded product or service.

So to sum up: A brand is the way that your customer perceives you.

What is brand identity?

So if brand is what they think about you, when you're not in the room, then how you can influence that perception?This is where the term "brand identity" comes into play.

Brand identity is tangible so it appeals to the senses.

Brand identity is what you can see.

It fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible.

You see it , touch it, hold it, hear it, watch it move.

To put it simply: everything that you can see (the visual language) is brand identity.

Starting with typography, colors, logo, identity system through layout, grid, composition, motion graphic to packaging (print design) and social media graphics, web design (digital design) and much more.

Coca-Cola Brand identity.

Everything what is visual about a brand - we call it brand identity (or corporate identity, if you wish).

How many elements a brand identity system consist of depends entirely on how many touch points (applications) needs to be designed for a brand.

So next time you search for a "brand designer" you should rather considering searching for "brand identity designer" instead.

Brand Identity is what we can see.

The goal of a brand identity designer is to find artifacts that tell your story and engage people with who you are in a familiar and meaningful way.

That means ensuring every time your artifacts show up, they are consistent in their appearance, use, size, scope, color, feel, etc.

Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image.

Brand identity consists of elements like:

logo or wordmark

different logo lockups

key colors (color palette)

corporate typefaces

standard typographic treatments

consistent style for images

library of graphic elements

All of which comes together to form a Brand Identity Guidelines document.

The guides govern on how to use these visual brand assets (check style guides of famous brands)Identity guidelines document describes the tangible message the consumer receives from the product, person, or thing.

And the key here is consistency.

I've seen so many great companies that use their brand's visual language inconsistently.

Consistency allows your audience to build a memory structure around who you are and what value you have to offer.

The main purpose of brand identity is to set guidelines on how to use those visual assets.

Consistency in identity projects the corporate culture that surrounds the product.

And this culture becomes the brand identity of your organization.

Generally speaking, brand identity takes disparate elements and unifies them into whole systems.

So the logo alone is not brand identity, but it's a part of brand identity.

How the logo is shown on applications, what typefaces and colors your company uses - all those aspect form the visual identity system.

Therefore, the best identity programs embody and advance the company's brand by supporting desired perceptions (through design).

After all, design plays an essential role in creating and building brands (the process of branding).

In fact, designdifferentiates and embodies the intangibles - emotion, context, and essence - that matter most to consumers.

According to that, brandidentity is what we designers actually do. So just in case you skipped through this article and somehow missed it.

Designers do not design a brand, but they design is brand identity.

A designer's job is to create a desired perception by using any means available in terms of visual language.

What is branding?

So far we've learnt that brand is a relationship and brand identity is the design.

Brand is intangible and brand identity is tangible.

We know that you don't design a brand, but you build a brand instead.

And we've learnt that what you design is brand identity.

What we discussed so far comes together as the process of branding.

Branding is a process.

It is a disciplined process involved in creating a unique name and image for a product, company or service in the consumers' mind.

Branding can be a genuine game-changer.

The discipline has come a long, long way, form starting out as the stamping of marks of ownership on the backsides of cattle...Through the manufacture of identities for products competing on supermarket shelves...

To the creation of complex marketing and communications glue for countless global organizations.

Process of branding.

And the process of branding is done mainly through advertising campaigns with a consistent theme. With the consistent use of the brand identity (visual language) and the brand strategy underlying it.

Branding is about seizing every opportunity to express why people should choose one brand over another.

Companies leverage branding as a desire to lead, outpace the competition, and give employees the best tools to reach customers.

So branding is both: tangible and intangible sum of a product's attributes: it's name, packaging, and price its history, its reputation, and the way it's advertised.

In other words:

The process of branding is a communication of characteristics, values, and attributes that clarify what this particular brand is and is not.

And it's up to you how you communicate those characteristics.

So make sure your communicate what you wanted to be associate with.

Whether its your company, a product or you as a personal brand.

We can distinguish the following types of branding:

Co-branding - partnering with another brand to achieve reach

Digital branding web, social media, search engine optimization, driving commerce on the web

Personal branding the way an individual builds their reputation

Cause branding aligning your brand with a charitable cause; or corporatesocial responsibility

Country branding efforts to attract tourists and businesses

What ties those types of branding together is the desire to clarify of what is being offered.

Whether it is a product, service or person - image and consistency (brand identity) play a huge role in branding.

Branding is the BIG plan.

It describes the expected results of a product or individual.

But pay attention to the word "expected".

You may want your audience to see your brand e.g. as trustworthy, progressive and friendly.

But how they actually see you may vary.

Here's the list of some of the terms related to branding:

brand positioning - is how the brand is perceived in the context of competitive alternatives

brand promise - is the unique value proposition (brand benefit e.g. for Volvo is "safety.")

brand essence - is the "heart and soul" (e.g. for Starbuck's is "Rewarding everyday moments")

brand associations - are anything that people link or associate with the brand in their minds.

brand personality - is the composite of personality traits (e.g. trustworthy, friendly, innovative)

brand archetype - it implies the driving force behind the brand (e.g. Tesla - t)

brand voice - how does your brand "speak? Do you use teenagers language or you're more serious?

brand values - they define on what guides your company's decision-making

Strong brands don't just happen.

They are usually the results of a long-term strategy that guides how a company does business and is tightly bound to its understanding of customer needs.

Think about what you have to offer, what differentiates you, and use brand identity (the visuals) to match your core values, mission and vision in every point of contact with your audience.

To sum up

Brand is a relationship between customers and the business.

‍ Brand identity is what we can see, it's the design of a brand.

‍ Branding is a process of building awareness and extent loyalty.
*This article was written based on the book "Designing Brand Identity: An Essential Guide for the Whole Branding Team" by Alina Wheeler
‍Wanna learn more about branding? - check my list of best branding books.

# data[].attributes.attachment_link.title
Branding, brand and brand identity: What it really means?

# data[].attributes.attachment_link.description
People use these terms: brand, branding and brand identity as interchangeable synonyms every day, but they don't mean the same. What is a brand? What is branding? What is brand identity? ‍ This is a more comprehensive version of the article I published on a while ago.

# data[].attributes.body
What Is Brand Identity?

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image.

Brand image is the actual result of these efforts, successful or unsuccessful.

Understanding Brand Identity

Building a positive brand image can bring in consistent sales and make product roll-outs more successful.

Brand Identity and Value

Beyond saving the company money on promotion, a successful brand can be one of the company's most valuable assets.

Nike, Inc., for example, owns one of the world's most instantly recognizable logos, the swoosh. In Forbes The World's Most Valuable Brands 200 2018 ranking, the Nike brand ranked 18 with an estimated value of $32 billion, even though, in a world devoid of brand perception, taking the swoosh off of Nike's shoes and apparel would change nothing about their comfort or performance.

Building Brand Identity

Analyze the company and the market. A full SWOT analysis that includes the entire firm
a look at the company's strengths, weaknesses, opportunities, and threats is a proven way to help managers understand their situation so they can better determine their goals and the steps required to achieve them.

Determine key business goals. The brand identity should help fulfill these goals. For example, if an automaker is pursuing a niche luxury market, its ads should be crafted to appeal to that market. They should appear on channels and sites where potential customers are likely to see them.
Identify its customers.

# data[].attributes.attachment_link.readable_text
What Is Brand Identity?

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image. The former corresponds to the intent behind the branding and the way a company does the following-all to cultivate a certain image in consumers' minds:

Chooses its name

Designs its logo

Uses colors, shapes, and other visual elements in its products and promotions

Crafts the language in its advertisements

Trains employees to interact with customers

Brand image is the actual result of these efforts, successful or unsuccessful.

Understanding Brand Identity

Apple Inc. consistently tops surveys of the most effective and beloved brands because it has successfully created the impression that its products are sleek, innovative, top-of-the-line status symbols, and yet eminently useful at the same time. Apple's brand identity and brand image are closely aligned.

At the same time, it is possible to craft a positive brand identity that fails to translate into a positive brand image. Some pitfalls are well known, and attempts by legacy brands to appeal to a new generation or demographic are especially treacherous. An infamous example is a 2017 ad by PepsiCo, Inc., which depicted a non-specific protest that appeared to allude to Black Lives Matter, a movement protesting police violence against people of color. The brand identity it wished to project, as a spokesperson subsequently described it, was "a global message of unity, peace, and understanding."

Instead, the ad was widely disparaged for "trivializing" Black Lives Matter, as The New York Times put it. The moment in the ad, when a white actress hands a Pepsi to a police officer and seems to resolve all of the fictional protesters' grievances, instantly became the focus of heavy criticism. Dr. Martin Luther King, Jr.'s daughter Bernice King tweeted, "If only Daddy would have known about the power of #Pepsi," accompanied by a picture of Dr. King being pushed by a police officer in Mississippi. Pepsi pulled the ad and apologized.

Pepsi's sales do not appear to have been directly affected by this gaffe, but in some cases, a negative gap between brand identity and brand image can affect financial results. The teen apparel retailer Abercrombie & Fitch suffered a severe downturn when its once-popular brand became associated with garish logos, poor quality, oversexed advertising, and plain meanness. The company refused to sell women's clothing size XL or larger, for example, because, "We go after the attractive all-American kid with a great attitude and a lot of friends," the chief executive officer (CEO) said. "A lot of people don't belong, and they can't belong."

By the same token, building a positive brand image can bring in consistent sales and make product roll-outs more successful. An example of the benefits of brand loyalty is seen in the introduction of two new subscription-based music streaming services in 2015. Tidal and Apple Music had to make very different choices in the marketing and roll-outs of their services because of brand loyalty. Apple, an established brand with very loyal customers, didn't have to invest in the type of celebrity-oriented marketing that Tidal used to promote its new service.

Key Takeaways

Special Considerations

Brand Identity and Value

Beyond saving the company money on promotion, a successful brand can be one of the company's most valuable assets. Brand value is intangible, making it difficult to quantify. Still, common approaches take into account the cost it would take to build a similar brand, the cost of royalties to use the brand name, and the cash flow of comparative unbranded businesses.

Nike, Inc., for example, owns one of the world's most instantly recognizable logos, the "swoosh." In Forbes " The World's Most Valuable Brands 200" 2018 ranking, the Nike brand ranked 18 with an estimated value of $32 billion, even though, in a world devoid of brand perception, taking the swoosh off of Nike's shoes and apparel would change nothing about their comfort or performance. The top brand on the list was Apple, with an estimated value of $182.8 billion.

Building Brand Identity

The steps a company should take to build a strong, cohesive, and consistent brand identity will vary, but a few points apply broadly to most:

1. Analyze the company and the market. A full SWOT analysis that includes the entire firm-a look at the company's strengths, weaknesses, opportunities, and threats-is a proven way to help managers understand their situation so they can better determine their goals and the steps required to achieve them.

2. Determine key business goals. The brand identity should help fulfill these goals. For example, if an automaker is pursuing a niche luxury market, its ads should be crafted to appeal to that market. They should appear on channels and sites where potential customers are likely to see them.

3. Identify its customers. Conducting surveys, convening focus groups, and holding one-on-one interviews can help a company identify its consumer group.

4. Determine the personality and message it wants to communicate. A company needs to create a consistent perception, rather than trying to combine every conceivable positive trait: utility, affordability, quality, nostalgia, modernity, luxury, flash, taste, and class. All elements of a brand, such as copy, imagery, cultural allusions, and color schemes, should align and deliver a coherent message.

Building a brand identity is a multi-disciplinary strategic effort, and every element needs to support the overall message and business goals. It can include a company's name, logo, and design; its style and the tone of its copy; the look and composition of its products; and, of course, its social media presence. Apple founder Steve Jobs famously obsessed over details as small as the shade of gray on bathroom signs in Apple stores. While that level of focus may not be necessary, the anecdote shows that Apple's successful branding is the result of intense effort, not serendipity.

Brand Identity History

National, religious, guild, and heraldic symbols, which we might see as analogous to modern branding, go back millennia. The modern practice dates to the industrial revolution; however, when household goods began to be produced in factories, manufacturers needed a way to differentiate themselves from competitors.

Thus, these efforts evolved from simple visual branding to advertisements that included mascots, jingles, and other sales and marketing techniques. British brewing company Bass Brewery and the food-processing company Tate & Lyle both claim to have the oldest trademarked brands. Other brands that emerged in that period include Quaker Oats, Aunt Jemima, and Coca-Cola.

# data[].attributes.attachment_link.title
Create a Strong Brand to Grow Your Business

# data[].attributes.attachment_link.description
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image.

# data[].attributes.body
“Brand identity” includes all aspects of a product, service, corporation, or individual. The name, logo, tone, tagline, typeface, and shape are some of the components that make an appeal. Brand identity is a separate category from brand image. The Brand Identity is the message the consumer receives from the product, person, or thing. The consumer's message must be consistent, which means that the product, service, or individual must reflect the audience's perception of it.

The goal of branding is to establish guidelines and consistency. Consistency indicates product leadership (among other things brands), marketing, support, and operation, whether the product is a person, an image, or an item. With being consistent with the message, it shows the brand’s identity.

The essential thing in branding is being clear of what is being offered, whether it is a product, service, or person. Image by the audience about the product or individual and consistency play a huge role in branding. It describes the expected results of a product or individual. When it comes to a physical item or service offered, if the quality decreases, branding results in a false image perception by the audience makes the reputation and the brand smaller. Even if they use celebrity as a promotion, because some celebrities are short-lived and they are unable to maintain the standards promoted in their branding.

https://www.thebalancesmb.com/brand-identity-and-marketing-2295442

# data[].attributes.attachment_link.readable_text
All the components related to a product, service, company, or person is " brand identity." Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image.

Brand Identity is the message the consumer receives from the product, person, or thing. The brand identity will connect product recognition. For instance, a recent street survey was done by asking people on the street to tell them the first product that comes to their mind when they hear the word, Bose? Unanimously, it was the headphones. Bose established the brand identity for their headphones.

Brand identity should be a consistent message received by its audience. If a portion of the identity is a particular shade, consistency of the color is imperative in maintaining the product identity. The identity must match the image projected to the public.

The Purpose of Brand Identity

Setting guidelines and consistency. Whether the product is a person, image, or an item, consistency exhibits product leadership, marketing, support, and operation. Consistency in identity projects the corporate culture that surrounds the product.

The essential thing in branding is clarity of what is being offered, whether it is a product, service, or person. Image and consistency play a huge role in branding. Branding is the big plan. It describes the expected results of a product or individual. The reputation of the product or person is essential to the branding results. As seen with many "celebrities," their branding starts great, but the product, the "celebrity," couldn't maintain the image painted for success. Stardom has often been short-lived for the "celebrity" when they are unable to maintain the standards promoted in their branding.

When it comes to a physical item or service offered, the quality is quite often the branding technique referenced. If the quality decreases, branding results in a false image and the reputation diminished.

Rebuild and Repair

Another item projected on a regular basis is "reputation rebuilding." When a product, service offered, or a person's image is damaged by a defective product, poor quality or reckless activity, a reputation management company may be to reconstruct and repair the damage. Repair is not always advisable, and often re-branding is advised.

Today's fast-paced image building and branding use videos for a quick and instant visual tool. Image repair is often achieved in the same manner with short, quick, videos lasting just a few seconds, leaving a picture image of the expected result. Establishing and building a brand is simple compared to repairing and replacing a damaged brand or image. Establish clean, clear, and crisp branding that displays and projects the desired message does not have to be complicated, but concise and consistent.

Common Mistakes When It Comes to Branding

When it comes to branding, it's not uncommon for companies to make mistakes that weaken their branding efforts. A few common mistakes include:

Inconsistency
Consistency in messaging is key when it comes to building your brand, but companies will often work to brand certain components well, while forgetting other components such as their telephone messaging, website, business cards, etc. You get the idea.

Lack of Internal Training
You'd be surprised at the number of companies that launch a new brand, but fail to train their employees and get them on board. Your employees are your walking billboards; they have to understand not only the brand but what the brand stands for so that they can strongly reflect the messaging you want to share.

Lack of Updating Your Marketing Materials
Don't forget to do a marketing material refresh and make sure that your materials are all on message, throw out the old so that your brand is front and center. You don't have to redo all of your marketing materials, but it's vital that you create updated materials that share your core services and offerings.

# data[].attributes.attachment_link.title
How Brand Identity Is Defined and the Role It Plays in Marketing

# data[].attributes.attachment_link.description
All the components related to a product, service, company, or person is " brand identity." Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image. Brand Identity is the message the consumer receives from the product, person, or thing.

# data[].attributes.body
A brand identity is a set of tools and elements that is used by a company to create a brand image. A brand image is the customer's perception of a brand, and that is created from the brand identity. Brand identity comes from the company's vision and mission, goals, target audience, etc. These factors describe what the company wants to communicate to the customer. A brand identity describes how the company communicates these factors to the consumer. They usually include:

A brand name
A tagline or a slogan
Colors and graphic styles
A logo and a wordmark and their variations
A voice and a tone
A style and a typeface

The first and most important element that link customer to a certain brand is it's the brand name, from marketing and branding perspective a brand name is aw way to create a phrase which gives all the information and knowledge to your target customers. For those who don't know the brand, it gives a way for them to find out the company and see if their need can be fulfilled with that company. These are the things that make a brand name good:

Easily pronounces and memorable
It is relevant to a specific industry or to the target customers
Relates to customer expectations and evoke a strong positive association to other things

https://www.professionalacademy.com/blogs/what-is-brand-identity/

# data[].attributes.body
The collection of all aspects that a firm generates to project the correct image to its customers is known as brand identity.

Before we can figure out what tangible pieces will make up the brand identity, we must first figure out who we are as a company.

- The purpose (what is your "why?")

- The values (what are the beliefs that guide the business?)

- The brand's personality (what kind of personality would the brand have if it were a person?)

- The distinctive positioning (how do you set the brand out from the competition?)

- the brand's tone of voice (how would your brand communicate if it were a person?)

The corporate design assets are the tangible elements that will determine how your brand is perceived.

The things that includes are typography each fonts have different feel towards it for example you use Serif fonts if you want your company to appear trustworthy, historic, and a tad retro. Colors also have impact towards branding because each color represent something different and has a different meaning such as yellow, the color of sunshine, is all about happiness meanwhile Purple is the color of royalty.

Making a design we should also consider form and shape when creating your ideas. This subtle but effective aspect can be used to reinforce the desired response from your customers: for example, a logo with all circles and soft edges would elicit a totally different response than a design with sharp and square corners.

A logo is the foundation of your brand's identity. When working with a designer, make sure that the logo checks all of the boxes:

Clearly communicates who you are as a company and what you value;

Is visually appealing: simplicity, cleanliness, and a lack of clutter go a long way;

Is timeless rather than trendy: the last thing you want is for your logo to become outdated in six months.

Plays by the rules of your industry—and if you deviate, do so on purpose;

Makes an impression on your audience that will last.

There is also other things like

website pages and how the layout is easy and efficient to us or the product branding / packaging it self  and etc.

https://99designs.com/blog/tips/brand-identity/

# data[].attributes.body
What is brand? Brand is an image that a company has that is about their goods/services their brand is usually maintained by the consumer if a consumer sees your company as a good one it means that you have a good brand and consumers opinions are important because they will talk about your company to other people and if they say its bad it will influence other peoples opinion on your company.

Things needed to have a strong brand identity:

Your mission

Your values

Your brand personality

Your unique positioning

Your brand voice

Logo does also matter in having a good and strong identity. For example the McDonald’s logo is known for its simplicity with only yellow being its color. Wendys is also another popular brand that most people know because of its logo and the reason is because of the girl and the color. If you see most of the popular brand in todays era they have one thing in common which is color and most of the popular brand have bright colors such as McDonalds yellow logo or Starbucks’s Green color. What also separates all of them apart is the font, Most popular brands have big and bold fonts such as the Oreos logo where they are big or Google with its coloring.

Source: https://99designs.com/blog/tips/brand-identity/#developstrong

# data[].attributes.attachment_link.title
What Is Brand Identity? And How to Develop a Great One.

# data[].attributes.attachment_link.description
Your brand identity is what makes you instantly recognizable to your customers. Learn how to craft the perfect brand identity design for your business, and learn more about the meaning of branding design.

# data[].attributes.body
What Is Brand Identity and Why Is It Important? (proofbranding.com)

Consumer attention span is wearing thin. Really thin. With the barrier-to-entry lower than ever, our market is inundated with eager startups, sub-brands, and struggling legacy businesses all trying to make a name or keep a name for themselves. A strong brand identity is no longer a cool luxury, but crucial for businesses to differentiate themselves from crowded shelves and noisy categories.

But a strong brand identity is much more than standing out, it’s about earning fans, building equity, and being remembered.

Although the terms “brand”, “branding”, and “brand identity” are often interchanged, they all have different meanings. Yep, the marketing industry is infamous for its semantics. So, if you’re developing your first brand identity or considering a rebrand, it’s helpful to first understand what a “brand identity” is.

BRAND

The term “brand” was originally used for the mark cattle ranchers applied to label their cattle. Over time, the concept of a brand evolved to include much more than just a name or a symbol. A brand is the world’s perception of a company. (Although the term has evolved beyond cattle, branding work is still done best with a burger in hand.)

BRANDING

The act of shaping a brand with marketing. Just as an advertising agency creates advertisements, a branding agency creates and shapes brands. As Jeff Bezos says, “Branding is what people say about you when you’re not in the room.”

BRAND IDENTITY

Brand identity is the combination of all the elements a company creates and projects in order to represent an image and to entice a feeling when people interact. It’s the process of shaping and molding the impact your products and services leave on a customer. Essentially, your brand identity is the personality of your business and a promise to your customers. A brand identity is made up of your:

Values, mission, and vision
Verbal and written messaging
Visual communications

Let’s reset with a well-known example of how brand identity works.

Brand Identity Examples

When you hear the name “Starbucks”, you probably picture its iconic siren or mermaid-like logo mark.

You might also think of the color green, their “tall, grande, venti” naming convention, colorful tea drink posters, or the smell of dark roasted coffee. Here are two essential traits that comprise Starbucks’ brand identity:

Starbucks’ brand identity begins with a green logo in a circular shape. The green color elicits nature, tranquility, and health in the person who drinks Starbucks. In 2011, Starbucks took the bold approach to completely remove the outer ring of their logo that had the Starbucks name. And the response? Starbucks logo-mark had built so much equity, that their logo spoke for itself without requiring the words, “Starbucks Coffee”. Although removing a business name within the logo lock-up is not something we normally suggest, Starbucks has enough immediate recognition to pull the marketing stunt with grace.

Starbucks adds a pep in your step and is an indulgent “treat yourself” beverage for any time of day. Starbucks prints its logo on a burlap brown coffee sleeve (emitting the perception of eco-friendly). The sleeve wraps around a snow-white paper cup, the custom, slender shape of their cups and pure white cup emits a feeling of “clean” and “premium” and tells die-hard customers they’re not getting an imitation and can trust that the coffee will be what they expect, stay hot, and maintain the integrity of their beverage.

These are some elements that make up the Starbucks brand, not just the logo.

Why Brand Identity Is Important

As the expression and representation of almost everything your business is and does, a brand endures and grows in the hearts and minds of your audience. Therefore, your brand identity is crucial to your business’s future.

So, if a brand is more than just a logo, how can you replicate what brands like Starbucks have done and tap into these other elements of your business’s identity? And why is it so important to design and implement a well-developed brand identity?

Trust

Trust is the first step in any relationship. A well-developed brand identity makes your product or services more memorable and gives you the critical authority and credibility you need in order to succeed in today’s marketplace.

The “Face” of Your Business

When it comes down to it, your logo is the “face” of your business. But its function is more than just looking pretty. A strategically, well-designed logo and brand identity system should do the functional and emotional job of telling the story behind your company’s deeper vision.

Turn Impressions Into Advocates

Whether it’s a print ad, online banner ad, billboard, or YouTube commercial, a brand identity is your guide for all extensions of your brand. A brand that knows who they are, that’s backed with credibility, is more poised to turn brand impressions into converted fans.

Express Your “Why”

A brand can be two-dimensional and superficial, but if you’re trying to make it long-term, you’ve got to be immersive—you’ve got to stand for something and mean it. Like Simon Sinek said: “People don’t buy what you do, they buy why you do it.” A well-developed brand identity should be totally and utterly aligned with your values and mission, day in and day out.

Attract, Engage, & Delight Customers

A brand identity with trust, purpose, and consistency attracts people who buy-in to what your brand believes in and why you exist. But once these people become customers, that same brand identity gives them a sense of belonging. A good product generates customers, but a good brand earns ambassadors and grows tribes.

# data[].attributes.attachment_link.readable_text
Want to level-up your strategies? Visit us at http://www.strategy-planning-group.com

Companies looking to increase their market share and strengthen their relationship with existing customers would benefit from creating a strong brand identity, but what does the term mean, how does it differ from brand image, and what are the benefits?

Brand identity explained

Brand identity is defined as the visible elements (i.e., company name, logo, design, colour schemes, advert text) that help customers instantly identify a brand and distinguish it from similar ones. The elements are specifically chosen to make potential customers feel a certain way and want to spend money at that company.

Brand image is how the brand identity is received by the customer base or public. Simply, brand identity is intent and brand image is impact.

What can a strong brand identity do?

The biggest and most popular companies in the world have strong brand identities that resonate with their customer base. The identity is the result of consistent messaging across all platforms for years and even decades. It can be one of the company's most valuable assets.

Some of these companies include Apple, which promotes its products as status symbols that are powerful and easy to use, and Amazon, which prioritises buyer experience by offering quick delivery (sometimes same-day and sometimes free) as well as an almost unlimited range of products. Both brand logos are instantly recognizable (the bitten apple and the Amazon smile) and hard to confuse with their competitors.

These identities can help make the rollout of new services or products easier because people are more likely to trust an existing brand that they have a relationship with. Consider how Amazon has been opening physical stores that use " computer vision " to track what you pick up and charge your account without going through a till. An unknown brand with the same technology probably wouldn't get a big customer base.

However, brand identity can also backfire when potential customers cannot relate to it or it actually harms sectors of the community. For instance, the American fast-food chain Chick-Fil-A donating money to organisations that discriminate against LGBTQ+ people.

How to create a brand identity

Every company is different, which means there is no one set way to create an identity that will translate into higher sales and more customers, but there are a few steps that can apply to many businesses, so let's look at those.

Analyzing the company and market: This involves looking at the company's strengths, weaknesses, opportunities, and threats so that the business can see better where they stand. Determining business goals: This means considering what a business wants, from increased market share to expanding abroad to aligning with a social issue. Identifying customers: To know how best to appeal to customers, you must first identify them through surveys, focus groups, and interviews. Figuring out brand personality: It's impossible to appeal to everyone, so the result of the customer identification process must inform whether the brand's personality is formal, casual, or any other trait. Investing in branded merchandise: Promotional goods can be a great way to show brand identity. (Check out some possible designs on pens.com/uk/). A health-orientated company could, for example, give away custom water bottles.

Now that you know what brand identity is and how to create your own, it's time to start doing the work to determine what your identity should be.

The post What is Brand Identity? appeared first on Entrepreneurship Life.

Entrepreneurship Life

# data[].attributes.attachment_link.description
Want to level-up your strategies? Visit us at http://www.strategy-planning-group.com Companies looking to increase their market share and strengthen their relationship with existing customers would benefit from creating a strong brand identity, but what does the term mean, how does it differ from brand image, and what are the benefits?

# data[].attributes.body
What is brand identity? brand identity is an element to help people to be interested, what i mean by elements is the logo, design and could be colors that you pick aswell.

Why is it important? If your organization has a strong brand identity, customers are much more likely to remember it. Potential clients will remember your firm if you have a memorable brand name and logo/image. Customers that have a positive image of your company are more likely to tell others about it.

--------------------------------------------
https://www.tomango.co.uk/blog/brand-identity-important-business/#:~:text=With%20a%20strong%20brand%20identity,mind%20of%20your%20potential%20customers.&text=Customers%20are%20more%20likely%20to,positive%20feeling%20about%20your%20brand.
--------------------------------------------
https://www.investopedia.com/terms/b/brand-identity.asp

# data[].attributes.attachment_link.readable_text
What is brand identity?

Your brand identity is how you want to portray your business to your customers, and includes how you choose your business name, the design of your logo, the colours and shapes or graphics you use, and the type of language you use (your "tone of voice").

Brand identity is different to brand image, which is the result of these efforts. I.e. a good brand identity translates into a positive brand image.

The strongest brand identities are instantly recognisable- even to small children - and immediately convey a message about that business. Large companies like Apple, Coca Cola, Adidas, Nike etc spend millions of dollars, pounds and euros every year to promote and develop their brands, because they know it directly affects their sales and market share.

Why is brand identity important to my business?

"But I'm not Apple!" I hear you cry. "Why's this important to my business?"

You may not have a huge potential market like some of these big brands, but there are several well-established benefits associated with a good brand identity that all businesses can enjoy;

Price premium

Brand identity commands a price-premium. Why is someone willing to pay thousands of pounds more for a Lexus than for a Toyota? They're virtually the same product with the exception of some additional options and accessories.

You could make the same argument for Apple products (whilst running the risk of being chased out of town by a group of Apple devotees with pitchforks); many of their competitors' products are technologically just as good as theirs, but their iconic brand is often enough - on its own - to attract customers for life.

A strong brand identity attracts more customers prepared to spend more money.

For smaller businesses, a good brand identity positions you in the mind of your customer as providing quality worth paying for. If you want to attract more customers prepared to spend more money, getting your identity right gets them through the door, primed and ready to splash the cash.

In short: If you look the part, you can charge more

Perception of quality

This follows the age-old axiom of "you get what you pay for." If a Lexus costs more than a comparable product, it must be because the Lexus provides better quality, right?

Not necessarily.

There are plenty of lower-cost, high-quality vehicles available, yet people still pay more for what they perceive to be a better or higher-quality brand.

The same principle applies to smaller businesses. There may not be that much difference between what you offer and what your competitors offer, but with a strong identity, in the customer's mind you're positioned as better quality.

In short: Look better than your competitors and they'll think you are better

Recognition and loyalty

With a strong brand identity, customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company firmly in the mind of your potential customers.

If a customer's happy with your products or services, a solid identity helps to build customer loyalty across your business.

People like to be associated with "good" brands. Customers are more likely to refer you to others if they have a positive feeling about your brand.

In short: A good brand sticks in customers' minds

Experience and reliability

A strong brand identity creates an image of an established business that's been around long enough to become well-known. A branded business is more likely to be seen as experienced, and generally be seen as more reliable and trustworthy than an unbranded business.

By extension, a professionally developed brand identity also positions your company to work with larger organisations.

If you want to get noticed by - and work with - the big boys, you need to get your identity into shape.

In short: A good brand identity makes you look more established and can help position you to work with bigger organisations

Brand differentiation

Companies are continually looking for ways to differentiate their brand's identity from their competitors. A strong brand identity can make you stand out in a crowded marketplace.

Perceived quality can be used to differentiate your brand, and by doing so, you can loop back to the first benefit and charge a price premium for your strong brand.

For smaller businesses, investing in your brand identity can help you leapfrog other, bigger competitors and start winning more of the business you want.

In short: A good brand identity makes you stand out from the competition

Still need convincing?

Here's the rub; get yourself a strong brand identity and

You'll start getting more business and more of the sort of business you want

Larger organisations will take you seriously

A strong brand makes it easier to build your business to be the shape you want

How we can help

When we work with businesses to develop their brand, our first step is to get everything "on the table". We want to find out as much as we can about your organisation and your aspirations.

We'll obsessively research your business, who your customers are (or who you want them to be) and what your competitors are up to.

Then, together, we'll define your brand identity. From this will come the tangibles - logos, tones of voice, colours, fonts, shapes...everything you need to tell the world who you are.

# data[].attributes.attachment_link.title
What is Brand Identity and why it matters to your business - Tomango

# data[].attributes.attachment_link.description
Your brand identity is how you want to portray your business to your customers, and includes how you choose your business name, the design of your logo, the colours and shapes or graphics you use, and the type of language you use (your "tone of voice").

# data[].attributes.body
According to the Cambridge English Dictionary, a brand is “a type of product made by a particular company” whereas identity means “who a person is, or the qualities of a person or group that make them different from others.”

Brand identity is commonly defined as how a company/organization tries to generate a distinct product with distinct qualities. It represents how a company wants to be viewed in the marketplace. Branding and marketing tactics help a company communicate its identity to customers.

Some aspects of brand identity include:

Brand vision

Brand culture

Positioning

Personality

Relationships

Presentations

A brand identity is unique, meaning that a specific company has to have a different brand identity compared to another company.

It is a company's mission, personality, consumer promise, and competitive advantages. It contains the target market's/consumers' thoughts, feelings, and expectations. Without brand identity, no one would know how to distinguish a company from one another; hence why it's crucial for a company to have a brand identity.

https://www.managementstudyguide.com/brand-identity.htm

# data[].attributes.attachment_link.readable_text
Brand identity design is the comprehensive brand messaging which defines how customers perceive your brand on the industry. There are three components of brand identity design - your brand's values and culture, position in the sector and new visuals. Businesses communicate their new identity design to clients utilizing abstract and tangible elements like logos, company culture and messaging.

Though it's possible to create your own new identity, it is an important component of your company and it's a good idea to hire a professional with experience to help. DesignBro, that sponsored this guide, is an internet design agency that offers logo design as well as full service brand identity design. Check out DesignBro today for unique logos starting at $199.

See DesignBro

How Brand Identity Design Works

Brand identity design is accomplished by creating a cohesive message that ties together firm values, signage, business cards, uniforms, menus, shopping totes, automobile decals and much more. The subsequent message clearly communicates your organization's unique value for the perfect consumer. If done correctly, your brand identity design ought to resonate with your target audience and differentiate you from your competitors.

The planet's most memorable companies have new identity design. Apple is inextricably tied into a visual picture of a bitten apple along with the design of its products. Nike's identity is conveyed in a single swoosh. Folks recall a business according to what that company resembles and also the unified message it communicates.

Each of those companies focuses on three components of brand identity design, which include:

1. Brand culture and values: To be able to design a brand identity, your company should define why it exists, who it serves and what it supplies. Your brand identity style embodies those cultures and values.

2. Status in the industry : How you style your brand depends upon who you're trying to reach - your target market. As with any advertising practice, this begins with understanding your client profile.

3. Visual brand elements (including logo): The most recognizable feature of your brand identity design is the concrete design itself - logos, colours, fonts, mascots, decals, boxes, uniforms, mailers, letterhead, signage - what. It is your brand - elegant, defined, and wrapped up in a collection of eye-catching visuals as well as product design.

Identity design takes all these 3 components and transmits them in a visual message that captures your brand character and makes you appealing to your target audience. Understanding this makes the procedure of creating your brand identity much simpler.

How to Make Your Brand Identity Design in 6 Measures

There are six steps involved with establishing your brand identity design, which will provide you with a group of tools that bring clarity and distinctiveness to your brand. These measures include defining your target audience, clarifying your product, picking your colours, designing your logo, choosing your fonts and assembling it into a brand style manual.

You can do each these steps on your own, but you might wish to consider working with a brand identity design service like DesignBro that can assist you get through the process. Design agencies understand the ability of aesthetic and several have experience in shaping a brand's identity. This whole process takes only a couple hours for the first three measures, and outsourcing the remaining three measures to an agency costs a couple of hundred dollars.

Let's look at each of the six steps in detail:

1. Define Your Target Customer

Before you perform things like picking your logo and design your own visuals, first you'll have to do is define your target client. This is an essential first step because it is going to specify the remainder of your decisions through the brand design procedure. Your target customer determines factors such as the brand colors you choose, the logo you layout and the overall message you communicate.

You will first create a crystal clear picture, also called an avatar, of your intended customer. There are just two things you need to do so as to define your target client - knowing their demographics and psychographics. To help, use this customer profile template and illustrations to create an accurate customer avatar.

Identify Your Target Economy

Demographics are statistical information such as age, sex, place and instructional level - typically the things collected in a census. This is important information to assemble on your target market. The better you know who they are, the better you'll have the ability to create a new identity that's good at linking with them, persuading themand keeping them.

You'll able to specify your target market demographics by asking these questions:

What is their gender?

What's their age category and lifestyle status?

What is their occupation?

Where do they live?

What is their income level?

These questions are just the beginning. Depending upon your product or service, you may also wish to spot issues like ethnicity, education level, living situation, household, religion or physical traits. If, by way of instance, you own a pizzeria, then you may choose to collect demographic information regarding the variety and extent of food allergies in your area.

Identify Your Target Market Psychographics

Psychographics is your classification of individuals according to their attitudes and ambitions and are crucial when creating your brand identity style. Whereas market demographics provide you with the metrical data on your customer, market psychographics dig into the thinking, lifestyle, options, pain factors, belief systems and ambitions of your target customer.

Here are three helpful psychographic questions to ask concerning your target market:

What types of activities do they participate in?

Which are their pain points as it is related to the product or service you are selling?

What are their values as it relates to the product or service you are selling?

Other psychographic elements you may want to consider include food preferences, political views, entertainment choices and spending habits. Maybe you live in an area where the primary spenders would be the wives of business executives and their principal spending objective is trend items. If you want your company to succeed, it has to create a brand identity design that contrasts with these sorts of individuals.

The best product of this step ought to be a client avatar. You may choose to give your avatar a name and a photo. Again, to create this particular profile of your client, download our customer profile template. The template outlines the process in detail and provides you a whole portrait of who you are trying to achieve.

2. Clarify Your Value Proposition

In this step, write down exactly what you're selling and how it's different from other services or products available on the market. Also called a value proposition, you need to emerge from this step with a clear one- or two-sentence announcement that communicates what your service or product is and why it matters to your perfect customer.

When you clarify the value of what you're selling, try to say it as quickly as you can. Something vague like"ACME Apparel sells T-shirts" is not beneficial. Try this instead:"ACME Apparel sells funny and eye-catching graphic T-shirts for new dads that are into strength training" You may have several goods or services, so go right ahead and write down every one.

It's not possible to style your brand identity without clarifying your business's unique value. For example, Rolls-Royce, a new that is committed to luxury and higher quality, has a symbol and mascot that subtly convey these values. This new identity is different from a more playful business like Disney World, which has a fresh identity is more casual.

Listed below are a few literary examples of brands that have clarified their product's worth:

Squeaky Clean Summerville sells:"House cleaning solutions for Airbnb hosts who demand quick turnaround times and with no regular cleaning schedule." This support is targeted at a particular demographic - Airbnb hosts in Summerville who want a cleaning service and who are working with the erratic schedule of Airbnb guests coming at different times. The cleaning service must provide flexibility and a fast turnaround but the grade is vital.

Allegro Accounting sells:"Tax preparation services for musicians in metro Portland, Oregon." Allegro has recognized that a single kind of client for its accountancy. When the company owner goes to develop her brand identity design, she will have the ability to integrate both the unique facets of her support and her customer focus.

RomPomTom sells:"Custom, handmade, zippered baby girl rompers with reinforced seams and double-layered tummy panels" Her customers are moms of toddlers and babies. RomPomTom understands that according to the value that they provide to moms of toddlers, its own brand identity design will probably incorporate brighter colours and a more lively feel.

3. Pick Your Brand Colors

From the first two measures, we've laid the important foundation for those visuals. You understand your client and you now know your unique value proposition. All these tenets of your brand will specify its visuals. Now, in step three, you will choose three brand colours - the main brand color, a secondary color and a neutral base colour. The results of this step would be to get three hex codes of your select colors that communicate your value to your intended customer.

Brand colours are the building blocks of your visuals - Above all, your logo. Your brand's colours will appear everywhere - business cards, billboards, signage, site, vehicles and everywhere else that your brand has a presence. Your preferred colours are an instantaneous sign to your customers that this is your brand, this is exactly what it looks like and this is what it provides.

You can choose your brand's colors efficiently using the two steps below:

Understand Color Psychology

Color psychology suggests that particular colors may affect the brain in different ways. Cultural differences in color association come into play as well. It is not an specific science, but you will find general trends of that you should be aware.

Here are some of the common feelings or feelings associated with every Significant color:

Red: Danger, enthusiasm, love and urgency

Yellow: Happiness, heat and optimism

Blue: Peace, confidence and security

Orange: Excitement, warning and confidence

Green: Health, nature and expansion

Purple: Royalty, beauty and intellect

Pink: Romantic, female and tenderness

Black: Luxury, secrecy and concealment

White: Purity, openness and transparency

According to color psychology and an understanding of your customer, you should be able to identify colors that resonate with your target market. Some of this color psychology may be instinctive. For instance, you might wish to pick a color other than pink as the primary color for the CrossFit gym targeting blue-collar, 20-something males.

Pick Your Three Colors

First, select the principal brand colour since this is going to be a defining feature of your brand - think of Coca-Cola's red or UPS's brown. Your secondary brand colour will be a contrasting color. Finally, a neutral color gives a chromatic backdrop and enriches the general cohesion of the layout elements.

Here are the three color choices you will make:

1. Your primary brand color: This is the color that folks will associate with your business.

2. Your secondary manufacturer colour : several manufacturers use greater than one color. Some, like Google, use more than three colors. This color should serve as a contrast to your primary color but not struggle with this.

3. A neutral base color: Your safest choice is something like whitened.

How can you go about choosing just the ideal color? Easy. Just Google"color chooser." You should see a tool which looks like this in the search engine results page. When you discover the right color, make sure you set the hex code the six-value set of colours and numbers that describe the colour you have chosen.

Should you require assistance, agencies like DesignBro are proficient at this type of color choice since they have an awareness of colour perception and taste. They also understand how these colours will feel and look when they're integrated into a company logo and other manufacturer visuals.

Visit DesignBro

4. Design Your Logo

In this step, you will create a professionally designed logo that reflects your business worth, addresses your target audience and uses your preferred colors. Designing your logo is the culmination of the preceding three steps. Through the process of logo designing, you are crystallizing one of the most memorable and identifiable areas of your new identity design.

Because it such a crucial step, I recommend outsourcing the logo design process to a design service that specializes in logo creation like DesignBro. Professional logo design costs anywhere from a couple bucks (fiverr) to a few hundred million dollars (Rob Janoff, the programmer of Apple's logo). You may not be able to manage Janoff's support, but you should not skimp when it comes to logo design. Your logo is the center of your new identity design. The value of your brand is represented in the quality of your logo.

How to Pick the Right Logo Design Company

When working with a logo design service, you will typically provide them with as much information regarding your company, product and customers as you can. As soon as you provide this advice, agency designers or individual designers will create logo concepts. Then, you will be able to choose your favorite design, ask any edits and finally settle on something satisfactory.

When selecting a logo design agency, Start Looking for the following attributes:

Appropriate price ($300 to $1,000): Low-cost logos are rarely custom-designed logos. You'll need to pay a specialist for the time it takes to know your client, products and message that you want to convey. This usually costs a few hundred bucks

Design options: Most logo designers will offer a selection of logos. Seeing the options available will help to define the visual style that you want for your own brand.

Additional security : Keep in mind that new identity design is much more than just a logo. Look for a designer that will also have the ability to design business cards, letterheads and other design solutions.

Collaborative: Ideally, you learn more about your product and market than the designer does. For this reason, you need to be able to share this info together within the logo design process. You may even have some design concepts that you'd want them to flesh out or examples of logos that you like. Quality designers often invite this feedback as part of this procedure.

Logo design can be a hard process, taking time and costing you money. Luckily, businesses such as DesignBro are here to help with full-service design. DesignBro offers logo design that begins at just $199. Check them out now to learn more.

Visit DesignBro

5. Select Your Brand's Fonts

The purpose of selecting your new fonts is to create a cohesive layout for your brand. Although fonts are not as evident as a brand logo or colour, they really do play an essential part in how recognizable your brand is and the design that you wish to convey. Ordinarily, you'll want to select up to 3 fonts as part of the procedure.

Select Three Fonts

There are three chief fonts you may select - one for your own logo, one for major headers and one for general site or composed copy. These 3 fonts will present a unified visual front for all of your written material, whether it's on billboard, truck, apron or anything else.

1. The ribbon in your emblem : The logo font is easily the most crucial of your brand's fonts because it sets the style for the other fonts. If you've finished step four - logo design - then you have selected your logo font.

2. Secondary font: Your secondary font is going to be utilized as website header text, signage text or on business cards and letterhead. Pick a font that is similar to your logo font. As an example, if your logo font is sans serif, your secondary font should be sans serif as well.

3. Duplicate font: The purpose of this ribbon is to provide uniformity across your brand - general site backup, menus, memos, letters, PowerPoint presentations and everywhere else. This font is the easiest of all - believe Arial or Times New Roman.

If your manufacturer has a website, you'll want to pick an Internet-safe font. This is not difficult to do. The process I have outlined below gives you a list of these fonts.

How to Pick Your Fonts

Here are three helpful resources for picking fonts. Every one of the resource listed below features web-safe fonts, which means that you can use them on your website with no issue.

Google Fonts: Google's library features 877 font families. You can filter your search according to common styles - serif, sans serif, display, handwriting and monospace in addition to thickness, slant and width.

Adobe Typekit: Adobe includes a wider selection of fonts than Google but many can be found at a cost (average cost: $29.99). Although a number of the fashions are more acceptable for logos, its own filtering tools permit you to customize exactly what you want to look at.

Wordmark.it: This simple tool permits you to navigate a limited selection of fonts. There aren't any filtering choices, but it's a simple way to have a fast idea of what type of fonts styles can be found.

6. Create a Brand Style Guide

The purpose of a new design guide is to offer comprehensive guidelines for each element of your brand's visual identity. Many times, this resources is referred to as a brand new book, brand identification manual or new style guide. It is generally a PDF or webpage which contains directions for or links to all the brand identity design info and resources discussed above. All your visual resources will be stored or linked to on your brand style manual.

Here is a good instance of the new identity design (known as corporate identity) for FedEx, a brand which we'll use an example below. But, every new style guide will be different. A winemaker, as an example, must have detailed information about label sizes, symbol placement and so forth. A restaurateur could have details on menu design, fonts for main dishes, fonts such as dish descriptions along with others.

Here are some of the resources you need to include in your brand design guide:

Business cards: Business cards are one of the easiest methods to disperse your brand identity. At a minimum, your company cards will feature your brand colors and emblem.

Letterhead and envelopes: Standard brand identity design should incorporate a letterhead, which usually contains your logo and often brand colours as well.

Website: One of the significant ways that a new identity is displayed is via website colours. When you are updating your brand identity, your site will most likely need a refresh too.

Packaging: If you sell physical products, you'll need a way to package them. Whether it is a coffee bag, cupcake box or napkin, your custom made packaging must depict your brand's visual identity.

Uniforms: Even what your team members wear can convey the brand identity design. If clothing a part of your operation, your brand identity design will direct what that clothing resembles.

Every resource your business uses should be clarified in this style manual. Consider it as a repository for all things visual. As you include additional designs, a new grocery bag design for example, you will add to the style guide. The design guide is really where all the design details live, allowing you to retain the cohesion that is so important for brand identity design.

Brand Identity Design Cases

The objective of this section is to show the way the significant brand achieves unified messaging and cohesion through new identity style. The colours, fonts, style and visual demonstration come together to shape the public perception of the brand.

FedEx's Brand Identity Design

You will notice how FedEx, the brand featured below, utilizes three persistent colors, the identical font family and prominent use of the logo. FedEx and other brands aren't simply making an aesthetic statement. They are embracing their brand's values, forming the perception of their audience and enhancing the memorability of the own brand.

FedEx Site

FedEx's primary brand colour is purple. It is called"FedEx Purple" and has a hex code of 660099. As it is the primary brand colour, it's used as the website header.

FedEx Boxes

FedEx boxes utilize four colors - FedEx Purple, FedEx Orange, FedEx Light Gray and white. Some boxes include additional advice in FedEx Green.

FedEx Jet

Even the FedEx jet includes the three new colors - purple, white and orange.

FedEx Uniform

FedEx's uniforms utilize the industry-standard navy, but they, also, include the brand's most important colour, FedEx Purple and logotype.

Apple's Brand Identity Design

Apple has made a name for themselves in the design world for their minimalism, cohesion and elegant simplicity. Notice how new identity design permeates every visual element of the company.

Apple's Website

Apple's new identity design is exceptional in that it uses mostly black, white and silver. Here's the website, featuring every one of these colours.

iPhone Box

The iPhone box is a study in simplicity. It is white with silver lettering and emblem. The splash of colour is more a function of the product picture than the brand colour palette.

MacBook Air

Apple's new identity design is the most pronounced in the products themselves. From the AirPod case to the MacBook Air, the layout is clean, svelte and understated.

Apple Store

Apple stores convey the brand's monochromatic color choices and clean lines.

Who's Brand Identity is Right For

Brand identity is ideal for any business - from a Fortune 500 company to the local kid with a lawnmower. Does every business need brand identity design? Only in case you would like to be recalled, keep customers, build a tribe or increase your revenue. A brand identity isn't essential for a company to exist but it's crucial for a company to be successful.

Businesses in the following situations should consider brand identity design:

A startup with no a clear brand or vision

A small business with no logo, an obsolete logo or several Distinct logos

A small to medium-sized business that has a brand identity that has not been updated in years

A business that has not yet taken the time to establish its identity

Any business whose new identity lacks clarity or efficacy

The Most Important Thing

Brand identity design is one of the most valuable investments of time and money that you could make in your business. Irrespective of your company's size, audience, merchandise or style, your brand identity will serve to enhance everything from the devotion of your customers to the packaging on your boxes to your financial bottom line. Take some time to perform brand identity style, and you'll take your company to another level.

Brand identity design might feel bewildering for a company owner who lacks design experience. To get expert expertise in your brand identity style, it is worth consulting with a professional agency that specializes in this type of work. DesignBro is notable for their top-quality work, responsiveness and a price point that is excellent for small companies.

Stop by DesignBro

# data[].attributes.attachment_link.title
Brand Identity Design: What It Is & the Way to Do It [+ Cases ] - Small Business Growth

# data[].attributes.attachment_link.description
Brand identity design is the comprehensive brand messaging which defines how customers perceive your brand on the industry. There are three components of brand identity design - your brand's values and culture, position in the sector and new visuals. Businesses communicate their new identity design to clients utilizing abstract and tangible elements like logos, company culture and messaging.

# data[].attributes.body
What is brand identity

Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. It is important because it helps you to differentiate your business from the competition and appropriately position your brand. Developing a professional, creative identity design can help you to stand out to potential customers in your market. Brand identity includes all the visual elements associated with your brand, from your logo and typography to colors, product packaging design, website design, and even your social media graphics.

(ps. im so sorry if i missed any informations!)