When establishing your business, it’s essential to consider how your are establishing your brand in representing it. How do you wish for your customers to identify you? Is it by your logo, your colours, your design style? These are questions you need to ask yourself as you create your brand identity.
Brand identity is the outward expression of a brand, including it’s trademark, name, communications, and visual appearance. It’s a way to communicate to the world and your customers, make you stand out from the competition and create a brand experience that encourages others to engage with you.
A brand identity can include, but is not limited to:
- Logo
- Colours
- Typography (types of fonts)
- Design System
- Iconography
- Data Visualisation
- Interactive Elements
- Web Design
A good, well-designed brand identity should work for everyone, both internally and externally. Your team and the people who interact with it should find it compelling and convey clearly that this identity is your business.
Make sure your brand identity is effective by ensuring that:
- It is distinct and stands out among competitors to catch people’s attention.
- The people who view it feel the visual impact of it, that it alone can easily represent the business (for example, Apple’s logo has visual impact because people know that the logo is their particular brand identity)
- It can grow and evolve with the brand
- Each piece complements the brand identity
- It’s intuitive and clear for designers to use.
Build a brand identity that is right for what your business needs now, and will need in the future. This will prevent you from overhauling the design to adapt to future customers and maintain a strong brand identity from a consistent design perspective.
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