5 Elements of a Good Brand Identity
Creating a successful brand identity is one of the most important elements of a thriving business. A good brand identity helps customers recognise your business, setting you apart from the competition. It also provides a strong foundation for your marketing efforts, improving the return on investment (ROI). This blog post will look at five elements that make up a good brand identity.
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Logo
The logo is one of the most important elements of a brand identity. It should be simple, memorable, and recognisable. It should also be able to be used in a variety of ways, such as on print material, digital platforms, and even embroidered on clothing. We suggest a family of logos or a ‘logo suite’ for this reason. This set of logos should be cohesive, but provide an option for every type of ratio that marketing could require - for instance the top of your website, your social media profile, newsletters, packaging, business cards etc etc etc
2. Colour Palette
If we’ve learnt anything from big brands like Tiffany, Cadbury’s, Ikea and even Tesco, its that colours play an important role in your brand identity. They should be consistent and resonate with your service or product offering by evoking the right feeling when customers see them. This helps a customer understand if you business is ‘for them’.
3. Typography
Typography, or fonts, are another important element of a brand’s visual identity. A system should be defined that are used in the same way consistently. Most importantly, fonts should be easy to read. Second most importantly…typography should be appropriate for your business, sector, price point and should match the overall look and feel of the brand. You’d be surprised how much we rely on font to inform us about a business without knowing much more context. think about the font on a medication label versus a leaflet for a spa. That visualisation is probably vastly different from one another.
4. Imagery
Imagery can be used to bring a brand identity to life, especially when video or motion animation is included as part of the identity. It can be used to illustrate a concept or to create an emotional connection with customers. Imagery should be consistent, unique, and memorable. The colours of imagery, types of set, model and context should also be carefully considered to ensure the imagery resonates in the right way. After all, they say an image speaks 1000 words.
5. Tone of Voice
The tone of voice you use in your messaging is an important part of your brand identity. It should be consistent, professional, and appropriate for your target audience. It should also reflect your brand values and help to create an emotional connection with customers. We recommend speaking to a copywriter to gauge a tone for the brand overall, as well as getting some key phrases, taglines and calls to action defined that ‘speak’ to your audience.
Brand identity can include more than these five elements; they are however a great starting point for any small business. By nailing these areas you will be investing in your business and setting up a foundation for success. Remember, consistence is key as your brand should be memorable, and recognisable in a crowd.
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