While building a new brand just having a logo is not enough to differentiate you from the competition. Because it’s visible to the outside world, your brand identity is what people tend to focus on first.
My favorite definition about brand is the one Seth Godin gave: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
Here 4 elements to identify and create your brand:
1. Logo – Guide for size, colorization, and proper placement.Your logo should be the core of your brand identity system. It’s the combination of words, symbols, and design elements that helps identify your product or service. You logo need not literally show your audience what you do, but rather become a symbol for your unique offerings.
There may be a situation where you have to get rid of the words and just leave the symbol in your logo. Think Apple or Target.
2. Tagline or SloganNot every business has one, but a tagline can be an effective way for new businesses that are not already well known to verbalize their unique selling proposition. Also if your logo is an icon or symbol, it might be a good idea to use a slogan for a while until your brand is more easily recognized.
3. Color Scheme – Specific primary and secondary colors and combinations.One of the fastest ways to create a recognizable brand is to own a color. Most brands have from 1 to 3 colors. To have greater flexibility, consider developing an expanded palette of complementary, secondary, and tertiary colors. Depending on your color needs, you may want to consider building out a deeper palette of optional colors using tints and shades.
4. Font – What typestyles to use, and when they’re appropriate.A great brand identity needs an equally strong family of typefaces. Similar to color palettes, create primary and secondary font. The first should be a strong compliment to your logo and other design elements. The second is to provide contrast.
It's time to create. Use these tips to build your own unique brand identity.
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