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Importance of having a Brand Identity

10/12/2013

A brand is how the world perceive a business. Something that identifies it from others and makes it distinct. For many a ‘brand’ is seen as a logo but the same can be said for a font, jingle or colour scheme.

You see or hear certain things and it automatically registers to the consumer that it relates to either product or service. For example there is no guessing when you hear ‘Just Do It’ you think of Nike or at this time of year you hear ‘holidays are coming’ then there is no question that its always Coca-Cola. This even represents, for most, the start of the season. Not many can say that about their brand. But don’t forget even though these are established brands, they haven’t had it easy to get where they are.

Having an identity to your brand is crucial whether you are starting out in your new business venture or want an updated look for a 20 year established business. You need to go about your brand the same way.

A brand is how the world perceive a business. Something that identifies it from others and makes it distinct. For many a ‘brand’ is seen as a logo but the same can be said for a font, jingle or colour scheme. You see or hear certain things and it automatically registers to the consumer that it relates to either product or service. For example there is no guessing when you hear ‘Just Do It’ you think of Nike or at this time of year you hear ‘holidays are coming’ then there is no question that its always Coca-Cola. This even represents, for most, the start of the season. Not many can say that about their brand. But don’t forget even though these are established brands, they haven’t had it easy to get where they are.

Each brand needs to understand what it is for. You need to decide what the tone, value and goals of your brand are going to be. This will all help towards establishing your target audience. Which will then lead on to the design/redesign of your brand.

The main thing with brand identity is to stay consistent! If you have inconsistency in your brand this could lead to a lot of confusion. Not only to all your customers that could lose confidence in the product/service that are you delivering but also to your company. Having a good brand identity will further help you understand your company’s goals and values.

Now that you have got everything in place design can come into play. Decide on colour scheme, fonts, imagery and come up with rules for each. How will your logo be used in a negative situation and how much spacing will it have surrounding it. All this kind of stuff needs to be mapped out so that everyone working on a project to do with your brand understands its identity. Talk this through with your designer and make sure everyone is on the same page.

In conclusion

You should now understand why it is important to get this right. You need to make your mark in your industry and to your potential customers and the only way to achieve that is to make a good first impression. Your brand is the first chance you get, proving yourself is second!

Just because…

Because it’s Christmas and we aren’t no Scrooges here is great branding in action!