The process of branding is often misconstrued as simply creating a logo. However, a brand is actually a multifaceted entity that encompasses a plethora of visual, written, sensory, and emotional elements. While a logo is undoubtedly a pivotal component, it represents just a fraction of the tapestry that forms your brand's identity.
When building a brand, besides the logo itself, you need to also take into consideration colour, typography, imagery, and, most importantly, the spirit of the brand itself. Here’s what you should keep in mind:
Develop the details of your visual identity
Your brand's visual identity is like the artist's palette, and every element within it becomes a brushstroke. Beyond the logo, your brand's colour scheme plays an integral role in establishing its personality. Consider the iconic red of Coca-Cola, the luxurious teal of Tiffany’s, or the vibrant rainbow of Google. These colours not only apply to logos but extend across all elements, often becoming synonymous with the brand itself.
Typography, too, contributes significantly to your brand's visual identity. The typefaces selected for branding materials communicate a distinct style that represents your brand's essence and evokes specific emotions. Consistent application of typography ensures your brand looks credible and familiar across platforms.
Use consistent and meaningful visual imagery
Illustrations and photography are devices you can use to implement visual storytelling of your brand. The choice of icons, illustrations, and photographs employed in your brand's marketing materials carries a substantial influence. For example, if your brand aims to convey a sense of adventure you might use images of epic landscapes; whereas if your brand is focused on simplicity and minimalism you should opt for clean, uncluttered visuals. Visual storytelling, when done right, can create powerful narratives and evoke emotional responses from the audience.
Be mindful when digitising
In the digital age, the experience on your brand's website or app is paramount. The user interface (UI) and user experience (UX) directly impact how users feel about your brand. The layout, navigation, and overall aesthetics of a website, for example, play a significant role in how users perceive and experience your brand.
Designing your website keeping in mind the intuitiveness and user-friendliness of the interface, while staying true to the essence of your brand is a testament to how design extends beyond the visual and into the realm of functionality and user interaction.
Animate your brand’s essence
In a world driven by multimedia and visual content, motion graphics and animation are powerful tools that can be used to convey your brand's identity. From logo animations to promotional videos, the movement within these visuals can leave a lasting impression on the audience.
Take the instantly recognisable Netflix intro animation as an example. It's a mere few seconds, but it's enough to ignite anticipation and excitement, reinforcing the brand's commitment to delivering engaging content.
Build consistency throughout
Consistency, often described as the silent yet potent force in branding, is the thread that weaves together the diverse elements of your brand's identity. A brand's success hinges on its ability to maintain uniformity across all its facets. This uniformity, whether in the form of visual brand application, a dependable level of product quality, or a coherent messaging strategy, serves as a compass guiding your audience through the ever-changing landscape of consumer choices. In a world bombarded with information and options, consistency is the beacon that helps customers navigate, recognise, and ultimately choose your brand
Remember that your brand is a rich tapestry of visual elements, storytelling, and sensory experiences. It is essential to recognise that your visual brand's power lies in its ability to act as a unique language that resonates with your audience, extends across all touchpoints, and leaves an indelible mark in the minds of those who engage with it.
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