How to Establish a Brand Identity that is Timeless?
Brand identity encompasses the visual identity of a brand as a whole – the colors, design, logotype, name, slogan, and symbol – and how the consumers associate these elements with the brand. Brand identity also shows how a brand’s logo retains in the mind of the consumers.
As an example, at the top of my head, I remember Nike’s swoosh, McDonald’s golden arches, and Chanel’s double C’s, just to name a few.
For a brand to become memorable and to establish the right impression, the companies that handle them have to create a lasting brand identity that will stand through the test of time. And with today’s digital age, the world is more connected than ever; it’s also easier and more critical for a brand to make or break its reputation.
New York’s Siegel+Gale’s Global Creative Director, Anne Swan, confirms that building a brand that sticks is not easy, but according to her there definitely are proven ways to create a lasting brand identity:
Understand the Business
Do a little bit of research to help with this step, since it’s important to develop a complete understanding of the company. It is an important first step that will pave the way for the next steps. You can also set up meetings or talk to employees to learn more of what they think about the company and to learn a bit of your company’s true personality. You will be able to represent your brand better if you know the voice and the force behind it.
Think About the Impact
When building a brand identity, don’t just consider what looks good and what’s trending, also consider how branding will be associated to the business strategy. What is the goal of the company? Was the branding able to visually represent it appropriately? A brand identity will be the company’s face and representation, so make sure it sends out the right message and identity.
The Story Behind the Identity
And alongside the message and personality, the brand identity should also suggest a feeling in your customers, speak for the brand, and tell something about the company’s direction. Just by seeing the logo, the customers should be able to easily associate it with the brand as well as associate it with a positive feeling that the brand wants to convey.
During the designing stages of the brand logo and identity, create a design that will be adaptable. For example, the company’s identity doesn’t have to be just one stagnant image. What the company will be known for can also be used on various media especially on social media. Make use of all channels; you want end users or consumers to identify your brand in a heartbeat.
Don’t Change Anything on a Whim
If ever you decide that it’s time to change and launch a new brand identity, never do it on a “whim” or without anything to launch alongside it. The most strategic move is to change the identity along with a new initiative or important company news to help people accept the change. It’s better if you prove to customers why the change is needed.
Building a strong brand identity is both an art and a science. But, by mixing research, data and creativity, you can create an end product that resonates with customers and drives the whole company forward. – Anne Swan
Additionally, when designing a brand identity, consistency is important. Businesses should have a brand identity style guide that is consistent and should be followed across any communication medium, be it print or digital.
When you’re unsure of what to do and want the best looking branding and identity design services that will perfectly represent your business, let the professionals of MicroCreatives help with designing your logo and create the branding for you! Contact the team and we’ll let you know how we can help. The creative outsourcing team offers copywriting, design, web development and animation services to clients all over the world.