Brand identity is a very important part for any business. It determines how you make a customer feel about the brand and communicates the message as well. A brand can gain customer’s attention or be identified only when there is use of noticeable elements such as correct theme, logo, color, a catchy tagline and a name. There is more to brand identity but the ones mentioned below are some of the major concepts. These should be designed and selected in such a way so that the general people can get an idea of the business and motive behind the brand in just one look. The most important thing to keep in mind while giving your brand identity is to know and understand who your target audience would be. The 5 core elements to work on are as follows:
a) Giving the right name and a catchy tagline: A brand should always first know who their customers would be. For example, if it is a men’s footwear then it will be better if a name is thought accordingly and a tagline that would catch the attention of the customer. The name should always be as precise as possible and should go along with the products that your brand would be selling. The brand name should also be easy to pronounce for the people. When coming up with a name, it is suggested that brainstorming for the brand name should always be done with friends, family members so that there is a variation in ideas. After finalizing a name for the brand, there should also be a catchy tagline associated with it. For example we all know that the tagline of Apple is “Think different”. Likewise, a short but catchy tagline would help in brand identity. These will help the brand to reach heights and also make the customers feel attached to the brand.
b) Designing a logo: After a name and a tagline is thought of, then comes the logo for the brand. Logo is something that will be visible to the customers at first glance. Thus, it is a major part of the brand identity. Some of the characteristics that a logo should contain are: simple, memorable, appropriate and unique. The simpler the logo, the more attention and popularity will it gain. While designing a simple yet unique logo, it should be kept in mind that the logo must be able to convey a story about your brand. The logo should contain the correct colour amount and tones in it and the right type of font should be selected if any font is being used.
c) Selecting the correct graphics and images: If there is usage of graphics and images, always remember to place it in the correct form and order. If the graphics and images are not required, then it is not necessary to use them.
d) Creating a strong website: In this 21st century where the world is revolving around technology, website plays an important role in brand identity. The website is the main place where people will know more about the brand. It is a place where there will be detailed information. The main things that should be considered while designing a website are putting together the correct information of the brand and links associated. Putting in true and authentic information automatically makes the person reading it feel connected to it and ultimately, the brand. The website of the brand is basically like a resume so, the designer of the website might also want to keep in mind the format, layout and the look of the main page. The website should work properly and not contain advertisements or pop- ups as this might be disturbing for the audience. Also, the website must be easily accessible and when searched should be found easily.
e) Making a brochure/ a visiting card: The website can be called the soft copy version of the brand where information is online or can be found with the use of internet connection. The brochure or a visiting card is the hard copy version of the website in the paper. In the brochure, things that should be included are the brand name, logo, contact information, email address (if any), location and branches (if there are), mission, vision and sample products of the brand. These should be designed in a proper order so that a person looking at it understands your brand in a glance. Always try to keep it short, sweet and simple language. These brochures should then also reach your target audience so that these targeted audience and loyal customers can spread the word on the brand. Along with the brochure, another important material that can be produced is a visiting card. This is a card which customers take and use it to find the websites, email address and most importantly phone number. Thus, some of the key information in visiting cards are brand name, logo, location, contact number, email address and the “catchy tagline”. The brochure and visiting cards are an important part of brand identity.
The five above mentioned elements for brand identity are the major ones. There are many other things that need to be considered and kept in mind while working with brand identity. In a nutshell, brand identity for a brand is necessary in order to gain popularity and gain recognition. Some other ways in which brand identity can be done are: opening up a social media account such as instagram, facebook page and share it among the target audience. You might also try and engage with the customers and take their feedback on the brand and their satisfaction from it. If there are delivery systems, then the packaging and parceling should be done in a proper manner. One must always remember that, the better the quality and more of branding can help a brand to gain its identity.