A logo is only a small fragment in the big picture of your brand. The truth is that any experience a customer has when interacting with your company is part of the brand. The key to creating a uniform brand is to define a system to convey your brand’s vision, mission, values and personality.
What is a logo?
A logo is the symbol of your company. It should be unique and timeless while allowing for the growth of your business. A logos purpose is not to explain your brand, but to enable people to recognise your business right away. A logo needs to work on a range of scales, reaching from the mobile version of your website to a billboard. This is why today, responsive logo design is on the rise.
What is a visual identity?
A visual identity is the visual communication of your brand to the world. It goes beyond a logo. Visual identity considers typography, colour, photography, pattern, icons, and other elements. The aim is to create a unique look and feel that conveys what your brand stands for. It shapes your brand assets, from website to internal communications. Consistency is king.
What is a brand?
A brand contains visual elements but doesn’t stop here. The brand is the holistic experience businesses create around their perception. By their audience and employees as in company culture. A strong brand creates emotions. Brand strategy and research is a critical step to shape a coherent brand experience, to generate loyalty and to build a strong customer base.
These are a few key aspects that help to create a meaningful brand:
Brand compass — Define the direction of your business by asking five questions. It is a good idea to involve your audience in answering them:
- What is the brand’s purpose?
- What is the brand’s vision?
- What is the brand’s mission?
- What values does the brand stand for?
- What are our objectives?
Brand personality — What key thoughts, behaviours and emotions shape your business? Brand personality is what sets you apart and ties loyal customers to your business.
Brand name — Your brand name should leave a strong impression. It should embody what you stand for while being memorable, emotive, and unique. Market research, competitive analysis, and brainstorming can be great sources of inspiration.
Tone of voice — The voice used in your branding conveys the brand’s personality and values. The way a brand speaks to its audience should be consistent and recognisable. This will allow your clients to build a relationship with your brand like with a dear friend.
Strategists and designers can establish the base for your brand, but your audience is what shapes it. Get them involved! If you need help involving your audience in the branding process, or creating a visual identity for your business, I would love to chat.