The more recognizable your brand, the more apt potential customers are to remember it and gravitate toward your business when the time comes to fulfill their need for your product.
Your brand is much more than simply a visual logo or mark, although the logo is important. The brand is all encompassing and includes the logo, colors, fonts, verbiage and taglines and catchphrases and style of words as well as the continuity of the brand across all materials.
The logo is certainly vital to get right. As such, unless you are experienced in logo design you really should hire an expert to help craft your brand identity. They will assist you in conducting research into your target audience. This information will drive not only the look and feel of the mark itself, but also the colors used the font and typeface as well as the style of language.
Colors evoke certain reactions. The colors you use in your visual brand identity should get your target audience to do whatever it is you want them to do. If you’re a non-profit, you may want to be continuously fundraising. If you sell widgets your goal is to increase the number of widgets you sell. Keeping these goals in mind, as well as the specifics about your ideal customer, will shape your brand.
Font Type and Styling
The same goes for the style of type you choose. Is your brand elegant, steadfast, heavy, light, strong or whimsical? Then the type used for your name or tagline should reflect that. Again, a skilled graphic designer understands the psychological theories behind these elements and can guide you in choosing the most dynamic brand for your audience.
Once you have put in the time, effort and resources to create your brand, you then need to ensure it is used properly across all material. Your graphic designer should supply you with a style guide that includes multiple versions of your logo for use in different scenarios, the colors used, the fonts used, and examples of what not to do to the brand.
Each time you create a new pamphlet, t-shirts, email marketing campaign and trade show booth, you should be keeping a keen eye on your brand and ensure it is being presented and displayed in a manner keeping with your business and guidelines. The more closely you control the brand and its uses, the more recognizable the real brand becomes and the easier it may be to spot imposters. In addition, building a strong, solid brand identity helps you stay top of mind when customers are thinking of your product or service.
What do you think? Does your brand reflect your company’s vision and values? Need help with graphic design? Leave your thoughts below.