What’s In A Brand?
There are several factors that play an important role in establishing your brand. When most people think of a brand, they usually think of elements such as logos and colors. However, there are several other components that also play a role in establishing your brand identity.
Establishing consistency is a staple in your brand presence. It is crucial that your brand keeps this consistency across all of your brand’s touchpoints. This includes social media, print advertising, vehicle wraps, radio ads, videos, websites, and even in how you present your brand in person. Each of the following elements can assist your brand’s recognition across all mediums.
• Illustration/Graphic Styles
Logos are the focal point of your brand, as well as the first impression your brand gives. Your logo should be memorable and should stand out in a crowd.
Logos come in a variety of styles, shapes, colors, and complexities. Some of the simplest logos are also some of the most effective. FedEx, Nike, and Google all have extremely simple logos, however they are immediately recognizable all over the world. Making sure you work with a designer who understands the nuances of logo design is key to developing an effective logo for your brand.
There’s a pretty good chance you can recognize your favorite brands just based off of their iconic colors. McDonald’s – red and yellow; Coca Cola – red and white. Typically, a brand should be associated with one or two colors that help in establishing a recognizable brand identity. On rare occasions three colors may also be appropriate.
Choosing your brand’s colors is important. Colors can naturally convey emotion and feeling, as well as establish a continuing theme. The colors that represent your brand have a lot of weight in the way your brand is perceived.
Choosing the right font is another crucial piece in establishing your brand strategy. Does it represent your company accurately, while conveying the tone you are trying to portray? Consistently using the same fonts is critical to establishing your brand’s identity and feel. Also, having a secondary font can help to compliment your main font choice as well.
Textures & Patterns
This may be one of the most overlooked elements when it comes to putting together your brand. Look no further than Apple’s brushed metal texture to see how a texture can be an effective brand element.
Texture, like color, can also help to set the mood for your brand. For example, clean patterns would do well for an elegant brand, while grunge textures can really establish the perfect mood for a musician’s brand.
Just like textures, icons also play a subtle but important role in your brand’s perception to the public eye. Icons are used across all kinds of print and media advertising and possess various styles that can be immediately and effectively attributed to your brand. Icons often work well when space is limited, but something eye-catching can make all the difference in your strategy.
Photography & Illustration
Establishing consitiency accross the images you use is essential for creating a strong brand image. Think about the pictures that you choose to represent your brand’s color, personality, and message. Simply doing a Google search for your image and taking the first result can be harmful to your company’s image (and illegal). Selecting photography and illustration to represent your brand is an important descision; and the images you choose should be considered carefully to ensure they represent your brand.
Having a consistient layout accross all of your brand’s platforms is crital to ensure your clients are able to recognize and interact with your brand. By using consistient elements and layouts your clients will instintivly understand how to quickly locate the information theyre looking for.