What is a brand identity?
A logo can only tell half the story.
Its a great place to start with communicating what your product or service is about, but it can be strengthened by choosing which colours, fonts, images styles, graphics, positioning line or tone of voice you use alongside it.
All these elements form what you’d call your brand identity.
A consistent and unique brand identity helps you express what’s unique about what you do to your customers, even when you’re not there, making you memorable and ultimately more successful.
The process of creating a brand identity
Listening and discussing
Through discussion I’ll collect information about the ‘why’, ‘how’ and ‘what’ of your product or service, so we can discover what’s unique about it in comparison to any competition. This forms the brief to work from in terms of working out what we’re trying to express.
Visualising and refining
From initial sketches and discussion I’ll develop the best way of expressing those unique findings, with both a logo and a range of other identity elements as the budget allows.
All the elements of your identity are collated onto a style sheet (a simple brand guidelines document), to create a brilliant reference for all your future marketing communications.
What’s the difference between a brand identity and a brand?
A Brand Identity is designed. Its all about how you look, talk, smell or even sound! (For example logo, colours, fonts, images styles, graphics).
A Brand is built over time by the actions of your product or service and is more like a promise of a service or an experience that garners an emotional response. Its rooted in your values, ethos and culture. It’s about the word or phrase that comes to mind when a customer interacts with you.
What is a brand promise?
Your brand promise could be anything from ‘happiness’, ‘luxury’, ‘simplicity’ or ‘clarity’. Customers will come back for more if they know what you’re all about and experience you in a consistent way. You just have to work on keeping your promise!
So, a brand identity is designed, a brand is built over time.