Whether you’re just starting your business, or you’ve been going for a while, one thing that will help customers differentiate you from others in your field is how you brand yourself. Visual brand identifiers could include your logo design, as well as color palette and font usage, and the overall look & feel of your online and offline marketing collateral. Non-visual brand identifiers reflect your brand’s personality, the language or tone of voice that is used in any writing that is coming from your business, and last but not least, how your customers perceive your brand through stellar service and the value that is placed on them. Champion your customers and clients and they will be your best brand ambassadors.
All about Logos
So, what does your logo have to do with your brand? To put it simply, a logo identifies your business through an icon or a mark. A logo can contain the business’ name, a graphical element, a tagline, or any combination of those elements. The style of your logo should reflect the type of business you are in, the services you are offering, or the visual voice you are conveying. Some logos include a symbol along with the business name. This could be a very clear visual or it could be more abstract. Some logos are text only, or even just a monogram.
Your logo should be kept clear and simple so that it reads well at small sizes as well as large sizes. Your logo will appear on all things from business cards to signs to email signatures. The easier it is for your customers to identify you from your logo the more memorable your brand design will be.
The Brand Identity
Once the logo is created it is applied to many different types of media. It is also paired with other design traits such as cohesive colors, design elements, imagery, etc. This is the visual identity of the brand – the look and feel of the company across all media channels.
An easy case for this is your stationery system (business cards, letterhead, envelopes, labels, etc).
This yummy cake logo was designed to be the brand identifier on the printed items shown above. When paired with a unique typeface and consistent colors, this helps keep all of the stationery items unified and easily identifiable as part of the same business.
The simplistic nature of the home logo shown above keeps this design modern and clean. The contrast of the white logo and text on the dark gray background adds added depth.
The bold stripes and gold bar of the design suite above helps keep all of the materials in sync. Even though the logo is just a simple typeface treatment – the customer’s stationery feels that it’s in the same family and the stripes work great to tie the print materials together.
The visual identity of a business is used in many places, including:
- Business Cards
- Marketing Collateral, Brochures, etc.
- Powerpoint or Presentation Files
- Social Media
- Retail or Office Signage or Decor
Your Brand Story
Your brand is not just about your logo and visual identity. It is also defined by an emotional relationship between your customers and your business through messaging, content and your brand story.
Branding is your reputation in the marketplace and it translates as a promise to your customers. It’s created not only by how you promote and define yourself, but also by the way others define and view you as a business. Customer service and client experience play an invaluable role towards branding. Delivering on a promise will keep customers happy and continue to build confidence in your brand.
1201AM is a brand experience design agency focused on extraordinary customer experiences for your business. Reach out today and see how we can help with your brand goals.