Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in consumers’ minds. Building a positive brand image can bring in consistent sales and make product roll-outs more successful. Building a positive, cohesive brand image requires analyzing the company and its market, and determining the company’s goals, customers, and message.
Why do you need Brand Identity?
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.
How do we build Brand Identity?
The steps Centangle takes to build a strong, cohesive, and consistent brand identity will vary, but a few points apply broadly to most:
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. Conducting surveys, convening focus groups, and holding one-on-one interviews can help a company identify its consumer group.
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.
Our Branding Identity Design Services
- Brand Strategy
- Brand Identity
- Brand/Product Naming
- Logo Design
- Graphic Themes
- Brand Standards/Guidelines
- Stationery Systems
- Packaging Design
Brand Identity Design Portfolio