How to Establish a Brand Identity
I am a firm believer that print, web, social media and marketing all work together in a give and take relationship to build and grow a business. You cannot have one without the other and continue to grow. The consistent message across all platforms helps to establish a business as professional and credible.
Today, I am starting a series of blog posts covering the correlation between the various Medias and how they help your business be a success.
Business 101: Establish a Brand Identity
What is a brand identity?
According to Wikipedia: “A brand's visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a logo.”
Your company’s brand identity starts with a logo. There are four characteristics of a great logo.
A great logo is unique. Your logo should stand out and be recognized among the slew of others in the same market space.
A great logo is adaptable. Strong logos translate well across different mediums. Will your logo evoke the same meaning on a business card as it will on a billboard?
Make It timeless. A great logo will last for years.
Make It appropriate. Before embarking on any sort of marketing campaign, you must first nail down your target audience. A logo needs to accurately reflect a company's culture and values: the company's essence. Color is a major attribute in determining the appropriateness of a logo design. Different colors are associated with different meanings in different cultures. It's important to think about how the colors in your logo reflect your brand values and the services or products you sell.
A great logo is one that you can recognize what it is without the text of the company name. Or, if you hear the company name you visualize the graphic logo.
If I say, "Golden Arches" you visualize the McDonald's logo.
A business logo sets the tone for your brand identity. A business with a consistent brand identity has the same look and feel between all forms of media and communications. The same fonts and colors are used on print, web and social media.
Does your business logo meet the four characteristics of a great logo?
My next post topic will discuss the benefits of a website and its role in your brand identity.