I’m sure that everyone is well aware of the importance of a strong brand identity – it establishes trust and reliability, and pinpoints your brands personality. But it’s not as simple as just choosing some colour palettes and typography, putting them together and creating an influential brand ID. It’s about coming up with something powerful, that resonates with your customers and sums up what you are and what you do.
There’s a lot to think about when creating a brand ID, so we’ve pulled out our top 6 tips on what to focus on. Take these into account and you’ll have one strong brand ID, coming right up!
This is vital as it will be the face of your brand, and often the first thing customers see. It should be unique, so that there is no room for confusion with other brands, and easily recognisable so that it isn’t forgotten in a hurry! It’s recommended to have two versions of your logo – one with just the graphical logo by itself, but one that also includes a wordmark. Although many of the top companies are recognised by just their logo (Apple or Facebook, for example), many others are not. Having the wordmark alongside the logo not only makes it easier to recognise, but it better establishes the brand ID.
Arguably one of the most important factors of a brand ID is the colour palette as this can quickly shape how you are seen by consumers. It adds personality to your brand and you can easily change from a playful, quirky company to serious and corporate, just from switching some colours around. A good place to start when choosing a colour palette is to look into the meanings behind various colours and confirm that these are the traits you would like to attribute to your company. You can then start to choose which suit your primary colour palette, and which could be used for secondary colours.
Similarly to a colour palette, typography also has an impact on the emotions that a brand will evoke. Each font has its own personality and can speak for the brands style and values. Choosing your font correctly will reinforce the identity you’re trying to create, whereas choosing the wrong typeface could confuse clients and contrast against your brand ID. For those unsure on what font works for their brand, there are many subtle and neutral options that can work for most brands (think Helvetica or Arial), but there is the risk that you will lack originality and you will have to work harder to uniquely associate them to your brand ID.
In order to create a successful brand identity, you need to know exactly what the brand is and what it stands for. This includes understanding what it is promising to its clients and what consumers will expect from this brand. Being aware of this allows you to create visual cues that are synonymous with the perception of the brand. Using keywords for the brand can help with this – for example, if a brand’s keywords are “playful,” “modern,” and “bold”, you have a starting point in terms of style when it comes to creating the logo, typeface and colour palettes.
When creating the brand ID, don’t ignore opportunities to reinforce the brand. Anything that is released should be branded - though this is not to say that you need to add the logo onto everything! Simply using the colour palette and typography regularly will increase brand awareness and recognition of the brand. For example, once you have chosen a font and colour palette – ensure these are not used only for products and across the website, but also on any social media content that you put out.
And finally, always remember consistency is key. This point is similar to number 5, in that you want to make use of brand guidelines to ensure that every aspect of the business remains constant. Taking the time to set up detailed brand guidelines whilst creating the brand ID makes it simple to always make sure the branding is used as intended. The brand guidelines should be specific and spell out exactly how the logo, brand colours, typography etc should be used, so that there is no room for error. Including RGB/CMYK values, hex codes and even opacity settings make it easy for those unfamiliar with the brand ID to follow. You can include guidance on what language to use and imagery do’s and don’ts, so that if outsourcing design work to those outside of the business, they can make sure to keep all content consistent and continue to reinforce the brand ID.
If you need help creating a brand ID, or guidance on how to improve your existing one, we have a team of highly skilled designers who can help. Get in touch and we’ll help you build something beautiful!
Written by Chloe 🐣
Account Manager at Hatchly