Your brand identity is the identity card of your business, your products, and your services. This image will allow your future customers to recognize you, evaluate you and differentiate you from other companies and particularly from your competition. For your identity to have a memorable impact, it must be attractive and instill a sense of trust in your future customers. Your brand identity is the lasting personality of your business. Around this image, you will plan and build your communication strategy.
The identity of a brand is first and foremost a visual identity.
A visual identity represents the graphic and visual components of a brand: logo, color codes, typographies, icons, illustrations, animations… in short, everything we can see! Its design involves a process of reflection and creation.
Its purpose is to:
– Inform about the nature of your products or services – Give an emotional impact – Tell your story through images and words, for example by associating an inbound marketing strategy – Give meaning and communicate a message – Promote your business through visual aids
A visual identity is shaped by creatives, designers, and image and marketing specialists. They generally meet your specifications. Brand identity is closely linked to visual identity. It brings together many elements including the visual identity itself and other non-visual elements. These non-visual elements include company history, writing style, values, tone, language, etc; that you will use to address your target.
The steps to take care of the visual identity
1- Collect information to better understand your project
Before starting to work on creating your brand identity, it is important to ask yourself a few questions and collect as much information as possible: What is your brand name? What is his identity? What sets you apart and sets you apart from your competitors? What are your values? Who is your target? What are your goals? What is your market? Who are your competitors? How would you like your customers to describe your business? How do you want people to perceive you?….
You also need to collect images and brands that inspire you.
This essential information should be communicated to your agency and to the creatives who will develop the image of your brand so that they can understand who you are and position you.
2- Create a quality logo
The logo is the main element of a visual identity. It is on him that the foundations of your communication rest, it must reflect the image of your company and its activities. It is composed of typographies, colors, signs, and shapes… This graphic symbol can be accompanied by a baseline which is a summary of the company or a slogan which is more of a commercial catchphrase. The logo must be able to adapt to all types of media (website, business card, poster, etc.). It must be meaningful, simple, unique, legible, and durable …
3- Give personality through a brand universe
A logo does not usually live on its own, it is part of a set of graphic elements that give character to your brand. These graphic elements can be illustrations, pictograms, images, photos, signs… but also communication media. They will help bring your brand to life. It is therefore important to create this universe to personalize your brand so that you are easily identified.
The personality and consistency of your brand will depend on 5 tangible elements:
– Authenticity: Are you sincere? Do you have a corporate culture?
– Memorability: How will you be remembered? Are you original?
– Reliability: Are you telling the truth?
– Credibility: Are you an expert, can we trust you?
4- Have a repository for your identity
The graphic charter is the repository that contains all the fundamental rules for using the graphic signs of your visual identity (logo, typography, colors, communication media, etc.). It ensures consistency across all the communication media you produce. It also allows you to explain to your teams and communication agencies how to use your visual identity. This is why it is essential to put it in place to give consistency to your brand and the supports on which it will live.
5- Have a brand speech
Much like images, editorial content, style, and tone help communicate with your target audience. It brings another level of information. The message is what you are communicating to your audience and the tone helps get it across. Your speech should reflect the personality of your brand and its business.
The tone will enhance the personality of your brand, express your values, communicate on an emotional axis with your target, influence the behavior of your audience.
6- Choose the right media to communicate
Choosing the right media to communicate helps ensure good understanding, convince your target audience and stand out.
One of the best ways to make your brand identity interact with your target audience is through the use of digital media. Your brand identity can be expressed through the graphic interface of your website or the creation of images using the elements of your branding on your social networks. Your visual identity
will aim to guide your Internet users to accomplish actions using many elements such as the layout, the colors of your charter, the content, the animations, the icons, and graphic elements, the buttons, and much more. The digital medium also makes it possible to work on other aspects of your brand such as your notoriety and the engagement of your target.
In short, your brand identity is a powerful tool that allows you to create a link with your target and give added value to your business. Giving coherence to your communication allows you to identify yourself and be remembered. Building a brand is a process that requires time and careful thought around its personality, values , and purpose. The brand identity must also be able to evolve and adapt to the challenges of the market as well as to the new strategic orientations of the company.