Having a business that is not only recognisable but stands out from the competition is vital for growth. Having a strong brand identity helps you achieve this. This is because it builds awareness within your brand and creates trust. It doesn’t matter whether you are a small business or a large business identity design is an essential part of your company.
What is brand identity?
Your brand identity is an extension of your overall brand. It is what your customers see when they look at your business. It includes your logo design, colours, fonts, and all the visual elements that portray your company and in essence the face of your company. A good brand identity should convey the personality of your business, connecting with your customer on an emotional level
Why your identity is important
Recognition
An effective visual identity will build recognition with your target audience. It will be at the forefront of all your marketing materials.
The more areas you utilise your brand elements, the greater awareness you build with your audience and become more memorable.
For example, if I was to say to you golden arches. Which brand comes to mind? McDonalds.
Consistency
Having a brand identity ensures that you are consistent across all your marketing platforms and material. Anything you create should be the same style, using the same design elements and structure, building a cohesive brand package. If you don’t have this, you can become disconnected from your audience. How can they know your business when everything you share looks different?
Differentiation
It is unlikely that your business is unique. There are a whole bunch of other companies offering the same product or service as you.
Having a brand identity sets you out from your competition, it will be unique to you.
A professional, quality design identity will make you stand out from the crowd, differentiating you from your competition.
Communication
Your visual identity communicates your companies personality and the message of your brand. It is a visual representation of your values. Colours, symbols, and imagery that fit your brand image will set the tone of your business and evokes specific emotions in your audience.
Trust
An effective brand identity can build trust and loyalty with a brand. Look at the brand Apple for instance; the Apple symbol represents high-quality products that you trust. You connect the apple symbol with the company and therefore trust it.
Now you know why building a brand identity is vital to your business.
But if you are still not sure, think of it like this; If you were going to build a house, you never do it without first digging foundations because without them your home would collapse. The same applies to building a business; think of your brand identity as the foundation of your business. Without them, your business isn’t stable.
How to create your brand design
As your visual identity is an integral part of your company that you use across all of your platforms, including print design, web design, and social media, your visual identity must be professional and to a high standard.
The best way to guarantee this is to work with a professional graphic designer who offers a branding service. A good designer will use a combination of research and knowledge to produce your branding visuals. Then you can rest assured that your brand identity design fits your business.
