BRANDING

3 FOUNDATIONAL ELEMENTS OF A
BRAND IDENTITY

Ready to build the brand identity of your dreams?

Read here about the three brand elements you need to get you started.

What is Brand Identity?

A brand identity is an extensive collection of elements that define how a brand is perceived by its audience. These elements work together to create a unique and memorable brand image.

A brand identity is everything to do with your audience’s perception of your brand. It encompasses all the unique characteristics of your brand personality, and how you communicate them through the unique message and values that you want to convey to the world. How do you want your brand to be viewed?

I believe this brand quote says it all…

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

Scott Cook, co-founder of Intuit

Let’s look at some of these key elements to help clarify what exactly is entailed in a strong brand identity. These elements should be instantly recognizable and stand out against your competitors’ businesses.

1.   Brand Name & Tagline

BRAND NAME

In choosing a name for your brand, be careful not to try and be too witty or clever and confuse your potential customers as to what your brand is about. Unless you already have a large following, this is usually a mistake. Choose a name that speaks to your ideal clients exactly what you want them to know. This should convey who you are and what you can do for them. Ideally, your brand name should be easy to pronounce, memorable and speak directly to your target audience.

BRAND TAGLINE

What makes a great tagline? How do we define our message in one short sentence, or even just a couple of words? This is where the benefits or our brand promise come into play. If you can demonstrate the value that you bring in just two or three words that are memorable and even catchy, then you have a great tagline.

Here is a couple of famous examples…

Nike’s memorable slogan is recognizable throughout all of their branding as is their icon which is simple yet stylish.

I love this slogan ‘Think Different’ as I’m sure it resonates with thousands of entrepreneurs around the world. Apple has a reputation for innovative thinking and a high-ticket status.

2. Brand Messaging

BRAND STORY

Your brand story is one of the greatest ways to differentiate yourself from other brands. Stories are much more memorable especially if you can create emotional connections with your ideal clients. Your story is typically, but not necessarily, your brand’s origin and business journey. It can also reflect a complete picture of every part of your business including the attitudes and beliefs that shape your brand’s culture.

BRAND MESSAGE

Your brand message is a concise statement that communicates your core value proposition, or promise, or key benefits of your brand. It conveys the very reason your brand exists in just one or two sentences. For instance, it should tell your potential customers exactly what you do, who you do it for, and why you created your business, and how you do it differently than your competitors. How can these elements of your business be summed up in just one or two sentences?

3. Brand Visuals

LOGO SUITE

One of the first things that entrepreneurs seek when building their brand is a logo. I’m sure you would have read many times that a brand is more than just a logo. This is very true. And depending on what sort of business you have, the types of logos you may require will vary.

Very often, a business logo is just the name displayed in a font unique to their business. But usually, a whole suite of logos is needed, especially when there are physical products. When you consider the absolute plethora of types of boxes or packaging that exist, the need for various sizes and shapes of logos is obvious.

If you are looking for beautiuful, cohesive visuals for your brand, you can’t go past Moyo Studio. Take a look at their gorgeous range of images and mockups. Just enter the code BRANDBEAUTIFUL15 to receive 15% off your purchases.

COLOR PALETTE

The next thing that can make your business instantly recognizable is your color palette. It is generally best not to choose too many colors for your brand as it can look cluttered and unprofessional. Choose one or two main colors and one that will help your visuals to ‘pop’ is always a good rule of thumb.

Always remember that every color evokes a different emotion in the viewers, so be sure to consider how you want you customers to feel when they come in contact with your brand.

If you would like to know more about this, then grab my Free Color Brand Guide if you haven’t already. You’ll be sure to find something that inspires you!

TYPOGRAPHY

The fonts you choose also have a profound effect on your audience. Depending on the mood or style of your brand, they can be designed to attract the type of customer you are looking for. When displayed using the correct hierarchy, they can give a real sense of professionalism to your brand.

There are many beautiful free and paid typefaces and fonts available such as Adobe, Freepik and CreativeMarket to name just a few. Once you have the type of look you are going for, then have some fun and explore the world of typography. These are my favourite brand assets.

IMAGERY

Your brand imagery includes photos and videos that are designed in a way to convey your brand’s personality. Your visuals are a powerful way to communicate your brand story. When used consistently throughout your website and marketing materials, they can help to attract your ideal audience.

GRAPHICS & ILLUSTRATIONS

Some of the best ways to enhance your brand visuals is to add some sort of graphics. These can include icons, illustrations, patterns, and textures and shapes and should contain your brand colors. Of course, these can also be part of your brand logo.

Once you have all these elements in place you will have a great foundation to start you on your brand journey. Of course, you will make more changes along the way as your brand will tend to evolve as you evolve and learn new things and develop different tastes in your designs. So step out and enjoy your brand journey!