Your company is only as successful as its public image. Brand identity is everything when it comes to a business. It’s a complex aggregate of a number of factors working together to create instant recognition in the minds of consumers. Your brand identity can be conveyed in a number of ways, whether it’s the glimpse of a logo, an iconic font, or something else equally as recognizable.
But why is brand identity so important? How does it work, and how is it different than brand image? And how does design come into play in the process of establishing and promoting your company’s brand identity? Get ready for quick peek behind the curtain.
It’s All About the Message
Brand identity is about conveying messages. When a consumer sees something that’s associated with your brand, whether it’s a logo, content from a marketing campaign, or anything else, it sends a message to that consumer. This differs from brand image, as that is quite literally just the form your branding takes. Brand identity, by comparison, is the message itself. But what’s the purpose behind sending that message?
as you develop your brand identity, your audience will come to associate your brand with your logo and transfer all of their perceptions about you onto your logo.
Simply put, creating and supporting a brand identity is an opportunity to establish consistency across all types of media. Whether it’s marketing copy, your products and services themselves, or even just a promotional reusable shopping bag with your company logo emblazoned on its side, consistency in identity helps project your company culture. In turn, this helps place your products or services squarely in the minds of your customers, both existing and prospective.
The Design Component of Brand Identity
Since brand identity relies so much on the consistency of theme and style across all instances of your brand image, it’s crucial to invest time and resources into the design of all of these disparate elements. Everything needs to be cohesive, from the logos and lettering on your business cards to the vinyl decals on company vehicles to the style and color scheme of your uniforms and beyond. This ensures that, no matter what type of brand image a consumer encounters, it will convey a uniform brand identity to that consumer.
As a result, all of these elements have to interrelate to one another as well as need to support that message that you want to send to consumers as a whole.
This can and often does require a conceptual understanding of advanced marketing techniques; making sure your company uses the same three colors in all of its branding is good, but choosing the right three colors based on how color theory relates to psychology, and how those colors will elicit a specific emotional response in anyone looking at them, is even better. Complex things like these can pose a serious challenge if you lack this specific knowledge or experience. Lucky for you there are ways around these limitations!
Relying on Outside Help for Brand Identity and Design
You can certainly try to handle establishing a positive brand identity for your company on your own. All it takes is a massive amount of time and energy to invest in researching concepts, designing approaches, and then sourcing methods for implementing these approaches. That sounds easy as pie, doesn’t it?
Well, maybe not. You still need to eat, sleep, and manage the other components of your business, after all. In this case, it’s likely your best bet to reach out and partner with outside help in the form of organizations that have experience in brand identity.
High-quality logo design, marketing copy creation, and direct mail campaign management can be handled by those skilled in such tasks, providing much more effective results in a fraction of the time that it would take you to teach yourself the basics.
We Make the Work of Brand Identity Design Easy
Are you struggling with establishing your own brand identity? Have you been finding it a challenge to translate a conceptualized design into something concrete and actionable that would support the identity you seek for your business brand? Do you feel lost and in need of assistance? Then turn to us to help provide the answers you seek.
Here at Las Vegas Color Graphics, we have a long history of providing full support for businesses seeking to stand out from the crowd. From logo and marketing material design through printing promotional and marketing materials, we have years of experience in providing personalized, custom solutions for your company’s branding needs.