The 7 Important Elements of Brand Identity

Featured article by John Moran

Brand identity is the term used to describe the different aspects that make your business identifiable. It builds trust, establishes loyalty, and refers to how your customers will perceive your company in the long run.

If you want to develop your brand identity in the best way possible, it’s essential to understand a few different things. Firstly, you’ll need to set your business values, and secondly, you’ll have to know what elements will contribute to your vision.

Below we will talk about seven of the most important so that you can start the process of shaping your brand.

Let’s get started.

Logo

Your logo is undoubtedly the most critical visual element of your brand. This is because it’s the first thing your customers will see and is how they will remember and recognize you in the future.

When coming up with a design, there are a few things to keep in mind. In order to be effective and retain interest, the image should be:

– Unique

– Memorable

– Scalable

– Timeless

– Appropriate

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Color Palette

While you’re in the process of creating your logo, you also want to think about choosing a color palette that will resonate throughout all of your branding. It might sound strange, but what you decide can influence customers’ thoughts and feelings.

Just think – colors such as green and blue are often considered relaxing and productive. But on the other hand, muted tones and darker shades can be mysterious. You might wish to look further into color psychology before making your final decision.

Fonts

Font and typography are incredibly powerful tools. Like color, they can convey a vast array of emotions, causing us to feel excited, joyful, and even afraid.

Certain font types can appear luxurious, while others aim to look “home-made.” It’s certainly not something you should randomly choose, and careful thought could significantly impact the final result of your branding.

Shape

One of the more interesting visual elements that you should always keep in mind is shapes. We aren’t just talking about what is used in your logo but all the different graphics and images that will represent your business.

Do you prefer to use harsh and sharp lines? Or do you favor curves that are more fluid? The options and endless, but again it’s something that should remain consistent.

Tagline

Most (but not all) logos generally include a tagline or slogan. This is a phrase your business will become known for, like Disneyland’s “The happiest place on earth” and McDonald’s “I’m lovin it.”

What’s excellent about including one in your business is that it provides additional context. You’re not just relying solely on a particular image, and it’s something that can also become rather memorable. So put your thinking cap on and see what you can come up with!

Tone of Voice

Speaking of words, don’t forget that it’s also wise to establish a tone of voice. If everybody in your business communicates the same way, customers know what to expect, especially regarding customer experience and service.

Of course, you can consider adding your own unique vocabulary, but it can be as simple as answering phrases the same way and making sure that your content matches up. It might not seem that important initially, but it can make a big difference.

Style

Finally, the last thing to remember that considers all of the above is style. This refers to everything we previously mentioned and, most importantly, how cohesive it is across your different platforms.

From your voice and catchphrase to your logo, color scheme, shapes, and font – They should all fit a particular style.

For example, if you take a look at a company that sells camping gear, they may have a more “rustic and rugged” approach to branding. On the other hand, a shop that promotes expensive jewelry may try to show off its luxury. It’s essential to be unique but still relevant.

Final Thoughts

As you can see, there are a lot of different elements that contribute to brand identity. While it can initially seem overwhelming, try not to get too stressed. Instead, focus on one at a time, and remember that you can always make changes later.

If you’re still unsure, try and browse around different companies to see how they have portrayed themselves. It might just give you the inspiration you need to get back on the right track.