The Importance of Having a Brand Identity
Have you ever heard of a “Brand Identity”? Basically, it’s what brands use to create cohesive, versatile, and memorable branding across all platforms and materials. This is how your brand will be remembered and recognized in a busy marketplace.
Most major companies rely on some sort of a brand identity. Take Google, for example. The iconic logo, the memorable red, yellow, green and blue, the distinctive “G”, and their fonts that are consistent across all of their platforms. Their consistency is no accident. It’s a result of a carefully crafted brand identity that ensures every element aligns perfectly with their brand identity. So how do you perfect your brand identity? Let us explain.
What is a Brand Identity and Why is it Important?
Making your brand stand out is crucial in today’s busy marketplace. Your brand is your identity, and a strong identity will bring trust, recognition, and customer loyalty. But how do you ensure your brand is consistent with its messaging across all platforms and channels? Enter the brand identity: your ultimate tool for creating clarity and cohesion within your brand.
Why You Need a Brand Identity
Your brand identity is the foundation and blueprint for your brand. It creates consistency across everything you create- social media posts, websites, business cards, posters, and more. When people see your brand colours, fonts, and logos repeatedly, they’ll start to associate the elements with your brand. Consistency will bring recognition, which will build trust and make your brand one to remember.
Once you have an established brand identity, you can then create a brand kit. A brand kit is how you will seamlessly integrate your brand identity into the world. It includes elements like your logos, colours, and fonts. You can create a brand kit on Canva, and save all of your Hex codes, fonts, and logos in one place, for easy use!
A proper brand identity and brand kit will also streamline your design process. No more scrambling to find fonts and colours to match your brand every time you create something new. With your comprehensive brand kit ready to go, you’ll be able to create professional and cohesive designs in minutes!
The Foundation: Defining Your Brand Identity
Before we dive into the visuals of creating your brand kit, take a moment to solidify your brand identity. This serves as the foundation for your brand kit’s aesthetics. Here’s what you should consider:
Brand values and mission: What is your purpose? What are your core principles? Have a clear mission statement that will help you create resonating visuals.
Target audience: Who are you trying to reach? Understanding your audience’s demographic, psychographics and preferences will help you choose what will be most visually appealing.
The Building Blocks: Crafting Your Brand Kit
Now that you’ve defined your brand identity, here’s the fun part: creating the visual elements that will make your brand kit come to life.
Your logo is the center of your brand kit. It should be simple, memorable, and visually represent your brand message. Your brand kit should include primary and secondary logos to have cohesiveness in all aspects. Having a secondary logo allows for your brand to be more versatile, cohesive, and memorable. A primary logo is sometimes too complex for certain platforms or executions. The secondary logo can be used in place to maintain recognizability.
Colour palette: Colours bring emotions and have specific associations and meanings. Research colour psychology to choose primary, secondary, and accent colours that best reflect your brand personality. A colour palette goes beyond aesthetics, it’s a strategic tool to shape brand perception and build recognition.
Typography: The fonts you choose should compliment your logo and brand message. Consider readability and choose separate fonts for headings, body text, and accents. Typography acts as the voice of your brand in written form. Just as you wouldn’t speak in a different language or accent every time you interact with someone, your brand shouldn’t either.
Building Your Brand Kit
There are many different types of software options you can use to create your brand kit. Choose from user friendly options like Canva, or more complex softwares like Adobe Creative Suite. Once you choose your platform, you can begin to build your brand kit by updating your logos, creating a colour palette, and selecting your fonts. Remember, your brand is a living entity. As your brand evolves, your brand kit might too! Review your brand kit often and update it when needed.
At Media Shop Collective, we specialize in all things branding! If creating a brand kit or discovering your brand identity seems daunting, reach out to us for help! Our comprehensive branding services are rooted in research and strategy, and we create custom, timeless brands that are as unique as your business. We always include a detailed brand guideline for your team to execute your brand kit for many years to come. With a strong brand kit and identity in place, you’ll be well on your way to creating a memorable and recognizable brand that resonates with your target audience.