What Is Brand Identity?

I want to talk about branding! It’s something I see being discussed a lot on the internet and not always in the correct context.

As a graphic designer, I’m constantly biting my tongue and feeling frustrated but now I figure the only way around this is to educate.

So, here we go!

Many people think that having a logo means that they have a brand but that's not true.

Your brand isn't just one physical thing that can be seen, it’s mostly made up by your story and the stories that you tell.

Expressing your brand can be done in several ways such as the fonts and colours you use to promote your business, the message you send out to your potential clients or customers, the way you speak on Facebook live videos or in client pitches and phone calls. The style of imagery you use on your website and on social media platforms are also examples of expressing your brand.

It's the relationship that people have with your business based on their experience with you and/or your business.

It’s how people recognise and remember you.

There is, however, a percentage of your branding that’s made up of aesthetic elements like your business card, colour schemes, fonts, patterns, textures, photography and of course your logo.

Your brand identity is also made up by some non-aesthetics like your tone of voice along with your mission statement and your winning personality! All of the things that represent you and your business which appear on your website and across social media platforms are also categorised as your brand identity.

Having a logo is a wonderful thing and a must! But your logo is classed as just one part of your brand identity, not the sole element of your identity. Don’t mistake what I’m saying as downplaying your logo because it is a crucial part of your branding!

Your logo is quite possibly the first thing that people will see when they experience your brand so it’s important to give a good impression through the design of your logo.

Make sure it looks professional and represents your business correctly. You should stick to using 1-2 colours in your logo design.

1. At the very least your business should have the following:
• A registered company name - keep it short and sweet.
• Logo - It must be easy to read (avoid wild fonts) and use no more than 2 colours in your design, 3 at max.
• Tagline
• Mission statement
• A colour scheme that includes at least 3 colours.
• At least 3 fonts - one header font, one regular copy font, a playful alternative that you can use sporadically and possibly a fourth font that you may want to use to create your logo.
2. Be consistent with everything you do. Example: Create your brand guidelines and stick to them! Don’t choose a set of colours to work with and use them on your website but then use completely different colours on social media. It causes confusion and devalues your brand.
3. Make sure your visuals and your tone of voice represent you and your business.
4. Speak in a voice that is going to connect with your target market, ideal customer or desired client.

If you would like some more information about brand identity or would like help with your own brand, feel free to contact me (Jade Smith) over on the contact page.

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