March 12, 2019
What does brand identity mean for you? For starters, it's the way that your visitors perceive your business. Everything from your logo, color scheme, content, relationship with clients, and industry has an impact on your brand identity. At DigiFox Studios, we like to give our business some personality to separate us from the pack, as our relationships with our clients are a critical component of our business. But creating a brand identity isn't just any old task, that's why we've created this guide to help you through the process.
You didn't think we were just going to jump into color schemes and logos right away, did you? Your first action needs to be a plan. A strategy. A detailed outline of how you will build your brand identity. Just like content strategies, a brand identity outline is a detailed plan of what your goals are and how you're going to achieve them. To clarify, this blog post is going to be focused on helping you design your brand identity, not necessarily your fleshed out brand strategy.
It's important to create that overall strategy and define your core values, brand voice, and smaller components such as your tagline, stories, and positioning. To get started with that overall brand strategy, we've linked this guide to help you get started.
Although colors and logos are components of brand identity, they are not the whole story. A great brand identity is comprised of various things that make up a comprehensive visual language; or how your visitors will perceive your content and brand. Some brands may have a bigger list of components, however here is what a basic brand identity includes:
With that in mind, just having these doesn't make them effective. A strong brand identity is something communicated to everyone involved, from your internal team members to your customers. There's a few different factors involved with that, here's some of the most important:
In this phase you'll want to be highly critical. Every aspect and thoughts needs to be analyzed and refined, as you are defining how you present your business.
This is the step in which you transform your documentation and emotional language that was gained from your research into visual concepts. You should have a rough mental map of your brand's personality, goals, and values. Now you need to find how you will communicate and enhance those components.
For your logo, you want this to be able to convey a message without color. A good logo should be able to deliver your core values on its own, further enhanced by your color choice.
You also don't want to have a wide array of colors. Consistency is key here and your palette should be straightforward, generally with one or two primary colors, one to two secondary colors, and three to five complementary colors. These include accents and slight differentiation to not overwhelm the visual aspect of your identity.
Typography is a relatively simple concept, although there are some important things to note. Limit your number of font families from two to three. This helps with consistency and allows you to have a main font for specific purposes.
Imagery is also a factor of note, as colors, filters, and sizing can help your design look clean and professional. For more notes on how to use photos and videos, check out a recent blog post.
After all of this is done, you'll want to compile all of your components into a style guide, which can help you refer to it later for other applications. It should include clear guidelines for every aspect of your identity, as well as note information on why those choices were made to help designers replicate that identity on various platforms (hence a scalable identity as talked about earlier.) Often this is a document that outlines everything you've just created and the information you have compiled.
That's about it when it comes to building your brand identity. Although you can dive much deeper into each aspect and get a firm grasp on everything, that's a basic review on all you need to know on how to create a strong brand identity. Feel free to reach out to us at firstname.lastname@example.org for more help or additional information on the topic.
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