So What Is Brand Identity Anyway?
These days, most everyone is familiar with the concept of a brand. When asked to think of common, popular brands, most people will quickly jump to Coca-Cola, Target, Amazon, or something similar. That said, not a lot of folks actually stop to think about what a brand really is! Contrary to popular belief, a brand is not just your business’ logo and colors. Rather, brand identity is a collection of all of the tangible design elements that make up your advertising material, AND the emotional response that these elements evoke in your customer. Brand identity stretches further than just your logo, it’s the entire image that you portray as a company.
“Brand identity is a collection of all of the tangible design elements that make up your advertising material, AND the emotional response that these elements evoke in your customer.”
This is a very broad statement, however it holds a lot of truth. Every business is different, and its public appearance and interactions with customers will vary, but regardless of your industry, your brand identity is a measure of how you’re remembered by your clientele.
How Do I Create a Successful Brand Identity?
Great, we’re on the same page, but now the question becomes how do I actually go about creating a brand identity? There are many steps in the process of creating an effective and memorable brand, some of which are short term projects including design and marketing, while yet others involve longer term attention, like customer relationships and public appearance. No matter where you’re at in the brand development process, the professionals at Thought Space Designs have the skills and experience necessary to help you grow and evolve your brand.
Why Does Any of This Matter?
For smaller businesses, it can sometimes be difficult to understand the importance of brand identity. We’ve seen it time and time again: new clients paying thousands of dollars for a website, only to gloss over the most important part of their business. Brand identity is hugely important to the long term success of any business. You can think of your brand as the first impression for your business. What emotions does your brand evoke in your customers? How does this interpretation effect your customers’ purchasing decisions? For an extreme example, imagine a hospital using a skull as their logo. Odds are, you’re probably not going to visit there with an emergency. The same principles apply to a less extreme degree with every business. It’s important that you instill the right image in your customers’ minds when presenting your advertising material.