So what is a brand identity all about?
So I need you to think about a brand identity as if it were a person. People have faces and some look better than others. It may be the symmetry which is attractive, or those chubby cheeks that make the person adorable, maybe you love their small nose… Regardless it is always those unique features which either attracts or repels us.
Now that is exactly what happens with a brand identity. When we think of it visually, all those unique elements exist, from line to shape, the design used for the logo, the colours that are applied, the typography used to display certain messages and so on. Branding is a complicated beast which also takes its form in the presentation of the staff representing a company or service and how they are dressed, what they say, and the language they use in conversations with potential or current clients.
So what is the BIG deal about brand identities?
It doesn’t make a difference what business you are in, as long as you want to stay in business a brand identity could make it or break it. This is especially true in a competitive market where customers have many choices to select from. Your branding becomes that first contact people have with your company, and the second and third and so on!
It would be easy to assume that the way we interpret our brand identity is the same way the public does. But this is far from the truth. To really understand how your branding is being interpreted you need to have an outside perspective. As painful as that may seem, you need to get your target audiences opinion and be prepared to hear the hard facts.
I am sure we have all had experiences with ‘characters’ and I don’t use that word lightly. Those people that stand out for different reasons, it may be they are obnoxiously loud, wear a dirty shirt, have bed hair or forget to wash their face in the mornings. Truth is a scruffy person is perceived as unreliable. The same applies with a scruffy brand, nobody wants to deal with it!
So in summary a brand identity will affect the way your potential clients will deal with you and your company. It will either inspire them into action or inaction, so it is a BIG deal!
Then how can I manage my brand identity
Well firstly we need to acknowledge all the different aspects of a brand identity, that includes the visuals and company culture. These two primary elements can have a great effect to a companies success.
So after you acknowledge the above you will agree that using a branding agency to manage your identity is a definite must. It is extremely important for every organisation to posses a strong identity if they wish for long term growth. Almost everyone has seen a badly designed company promo, one that just looks awkward. It makes you think, ‘is this business reliable’, can I trust them with my important job. Gaining the trust of your potential clients will make or break a deal.
Your brand identity must be devised to position your company effectively in the market place, so you are best of using an expert to manage the process. Try to find a company or agency that has a proven track record, one that can provide advice on brand management and offer this service now and in the future. That means the management of your brand identity on all your marketing collateral. This will ensure your brand will go from strength to strength! Always remember to ask potential brand agencies if they have a portfolio of branding work for you to see. Assess for yourself, do these designs look simple and unique, is the visual identity helping to communicate a specific message, and does the typography distract or add to the meaning. There are many other aspects to look into, but for now these basics will be a great starting point.
Remember do some research of your own before moving ahead with any brand agency.
We wish you the best of luck with your companies brand identity. If we can be of any assistance get in contact with us, it would be our pleasure to help.
Armon Rostami is a recognised expert in the field of design and brand management. He has over seven years commercial experience in this area.
He currently acts as the Director of the graphic design Brisbane branding agency ROSTAMI™ that caters to both Australian and International clients.