Guest Post – Brand Identity By Natalia
Every business needs a logo. The importance of a well-designed logo is enormous. It can, quite often, either make or break your business. Hence, companies, CEOs, heads of marketing and designers work hard to get it right. It is a visual form of communicating to the worlds what your business stands for.
Are you familiar with the recent Dunkin’ Donuts rebranding to just Dunkin’? The logo, as well as the name, got rid of any doughnuts reference. The message the chain tried to communicate was: we serve more than donuts only! Opinions presented in the media were divided but when Dunkin’ tested their new name and logo in few of its American locations, the customers’ responses turned out very positive.
Now, Dunkin’ didn’t only adjust its logo but an entire brand identity. What is that exactly? Brand identity design is an extension of a company’s logo. It additionally includes specified brand colors and fonts, business cards design, letterhead, envelopes and compliment note design.
In the case of food chains like Dunkin’, it’s also used on napkins, take away cups, menu, etc. All other businesses need it to, for example, design a website or produce merchandise. In short, you need a brand identity design if you want your brand to look consistent, professional, communicate the desired message and show the values your business stands for.
1. Hire a designer
Let’s face it unless you work in the graphic design industry, probably there isn’t anyone qualified enough to take care of your brand identity. And even if there is someone, is he or she professional and experienced enough for you to give them such a big responsibility? Remember, brand identity has an enormous impact on your business so do your research and don’t try to save costs on someone less skilled.
However, that doesn’t necessarily mean you need to spend a fortune by going to a design agency. Consider hiring a freelancer or head to a graphic design platform that will connect you to one. The costs will be lower and if your research is done well, without compromising originality and quality of the work.
2. Give lots of details
When you’ll finally get a designer to create your brand identity, you’ll have to explain to them what it is you need and want. Is it rebranding or creating something from scratch? What does your business do? What is your target audience? What values do your business and employees share?
There’s never too much detail you could share. The more information, the more base for your designer to build upon. You can even provide them with an extensive biography if you want.
They will appreciate the input. There’s nothing worse than a client who gives no insight into what the design should represent.
3. Show your competition
It is up to you, not the designer, to research and show your competitors. Of course, assuming your business plan is to differentiate, you don’t want the designer to become subjective from seeing your competition’s designs and create something resembling theirs. But don’t worry, your designer needs them to estimate the industry and market standards.
If their brand identity works well, there must be something in it, right? Moreover, you also want your brand to be understandable. If it differs so much that your customers aren’t able to realize that you fall into the same category as other businesses selling similar products, your company won’t be successful.
4. Show your inspiration
When you come across a brand or an image or a poem or an ad or whatever else that inspires you and your business, take a picture and save it. You might not be able to explain why this particular image speaks to you but as long as you believe it shares something you would want to see in your brand identity design, it’s worth sending it to the designer.
One picture, unfortunately, won’t do the job but a collection of them will give the designer some sort of a creative direction he or she should follow. A great way to show your inspirations in through a mood board. In short, a mood board is a collage made of images, text, and samples of objects, all in one composition.
Natalia Raben takes care of content marketing at DesignBro. Lover of design, photography and the arts.
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