The identity of a brand is like the veil of your brand. In other words, while a brand is the emotional and experiential concept of a business, the brand identity is its visual component. It is the one that represents all those ideas or concepts.
The identity of the brand is constituted by the brand name, the fonts, the colour palette, the packaging, its designs or layouts and even its photographs and complements that reinforces the reputation or memory that exists about the brand.
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Brand identity attracts new customers and builds loyalty. As such, it helps you retain existing customers. In this sense, it’s extremely important that both the image and the user experience is in harmony.
Nowadays, brand competition is fierce. On the typical, a person is impacted by 4000 advertising messages per day. For marketing and advertising professionals, the challenge of positioning their brand within the minds of their target consumers is increasingly difficult.
It is estimated that the human mind can remember at least seven brands per industry, in some cases, even much more. For this reason, to possess some success in selling your brand, it is vital to recollect the importance of building them so that they become very strong and have a presence among consumers.
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We highlight 8 reasons to make strong brands that allow for greater purchase opportunities. They are;
- Better perception of product performance
Strong brands transfer their value to the merchandise, this improves the consumer’s perception of the product and it’s performance. To supply an example, which mobile phone brand would you think is better? iPhone or just a cool and normal brand?
While most of these cell phones have very similar characteristics, but presumably, you know that a lot of people will prefer the iPhone. Oftentimes, the performance doesn’t determine the price of the merchandise, the brand does.
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- Greater consumer loyalty
If you lost your Samsung and have had an outstanding experience with it, wouldn’t you buy another from the same brand with better attributes? Presumably yes, or perhaps you’d choose another brand that has positioned itself stronger in your mind.
Maintaining consumer loyalty through ongoing marketing strategies is crucial, and requires strong care. A strong brand will invest much less money to maintain such consumer loyalty than a weak one.
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- Less vulnerability to competitor actions and crisis
When a brand is strongly positioned and your company goes through a crisis or aggressive actions from the competition, you’ll not get to worry so much as a weak brand.
Your positioning will allow that while you’re doing less marketing actions or battling the issues, you continue to benefit from the already built name in the minds of your consumers.
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- Higher profit margins
By strengthening the perception of the brand, consumers will always be willing to pay extra cash to acquire your product. If you visit a supermarket and compare the prices of the same product in several brands, the strongest are usually slightly costlier, but they’re still the market leaders.
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- Less impact to rise
There are times when companies must increase the prices of their products. It is proven that the customer prefers to accumulate brands that they already know and trust than to undertake a replacement. During this manner, a strong brand is more armoured to cost increases than a weak one.
- Greater support from intermediaries and distributors
Not only do consumers support and trust a strong brand more, so does intermediaries within the distribution process. Intermediaries wish to possess brands that speak well for them in their stores. For this reason, they most times will support and cooperate with companies that have strong brands.
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- Greater effectiveness in communication and advertising
When it involves promoting their brands, companies that have built a strong brand are simpler and more effective in communicating it. This might imply less investment and energy to continue growing the brand, unlike a weak brand.
- Increased opportunity for brand extensions
Brands can cover various products and transfer their value to them while they’re still new in that market. This is often generated by the trust given to the brand and not really to the new product. This always permits the manufacturing company and its intermediaries to make higher income for themselves.
Whilst your image must represent and reinforce the emotions of the brand, it must also convey its essence. The brand may be perceived as an unreliable one if its transparent message varies across the various outlet which it is displayed.
Therefore, it is important to create not only an attractive brand but a coherent, strong and memorable one.
Here, we gift you with 6 incredible tips to design a credible visual brand identity that can take you up the ladder to becoming a strong brand;
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- Tell your story and your vision
The first step to style a brand identity is to know what message you wish to speak and the way it’ll better the lives of your consumers.
It is important to put this in mind because the message of the brand is the very essence of the business and intrinsically how it will be an asset to the consumers that associate with it.
In this sense, the aim of the brand determines its positioning and also the planning it’ll have. Brand history, vision and elegance go hand in hand.
- The personality of the brand
Like history, the personality of the brand defines the worldwide image or its style. So, it is worth thinking about when designing a credible visual brand identity. Ask yourself “”how would my brand appear if it were a person?””
The personality of the brand will define how each of the tangible or intangible parts of the brand are going to be. From the kind of design to the way you communicate must come from your brand personality that is rooted within the business.
As such, you should define whether your brand’s personality is going to be casual and mischievous, serious and classy, sober and with an interest in nature etc., and support that decision in the way you build your brand style.
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- The brand’s style
With the brand style, you align values and business mission. When you successfully convert a story or brand message from words to pictures and from images to graphic elements, you communicate in line with your business philosophy. Communicating effectively attracts the client you intend to seek.
The style will also help you utilize materials, textures, colours or shapes to provide an authentic visual identity to your company or project.
Therefore, if your company is dedicated to technology, it’d not be surprising if your cards have an up to date look and use cutting-edge materials. If on the contrary, your company is dedicated to the environment, the planning of your brand will be associated with nature.
- A memorable logo
The logo is an elemental key to creating an honest visual identity. it is the central piece within the company image of a business and with which the rest of the graphic elements that support the brand must be aligned. The logo of any business should be memorable, easily recognizable and remembered.
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It should take into account the market which the brand operates and the competition around. It will also be essential to know the shapes or colours which can distinguish you from your competitors. Having a simple, well-readable and distinctive logo in your sector will help your brand stand out.
- The colour palette
When you design your brand, it is essential to take into account the psychology of colour and therefore the way colour palettes captivate the attention of your potential clients.
It has been proven for centuries that the psychology of colour continues to be an efficient marketing tool when creating a credible brand identity.
With this in mind, it is important to measure your brand colours’ count. Not that you should be stuck with two or three colours that prevail in your visual identity, but build and complete a colour palette that resonates with your ideal client.
A palette should convey the right emotions to your clients once they buy your product or hire your service.
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- Graphic shapes
The graphic forms by way of icons, symbols or fonts, also communicate and speak of your brand without saying one word.
In fact, fonts are the cornerstone within the visual scheme of an efficient visual identity because they assist your brand to be recognized and are able to captivate your audience, just like colours.
The graphic kinds of a brand convey sensations that a handwritten typeface won’t communicate. This is same as a robust and firm one or a calligraphic typeface with stylized strokes which is not as special as a stencil or classic typewriter type.
In conclusion, building strong brands allows better product perception, greater loyalty and sales despite price and market variations, more support from the distribution chain, less monetary, commercial and marketing efforts, and growth opportunities which can lead you to your business success.
With the 6 aforementioned tips, evaluating your current brand will be much easier. But of course, the tips will be useless if you make it a one-off implementation.
Build a clear identity with graphics to support it, create a communicative language that speaks from your essence and is repetitive and constant. Learn to manage your brand minimally, understand how it works and be somewhat autonomous with it.
Combining these tips for your brand to become credible, consistent and memorable is what we know how to do best at Jade Crystal Colours.
Wouldn’t you rather allow us to walk you through that amazing journey?
Reach out to us NOW!