What Is Brand Identity and Why Does Your Business Need It?
Brand identity is the visual representation of your business. It’s what sets you apart from your competitors, gives people a feel for your unique style and builds customer loyalty through recognition and familiarity. Effective branding shapes audience perception by helping you portray who you are and what you do.
The most effective way to create a professional brand identity is through cohesive design. I highly recommend using a Brand Style Guide to achieve this. Think of it as a roadmap for ensuring you show up consistently across all platforms (your website, social media, newsletter, brochures, etc.). A good brand style guide should include a logo, typography (fonts), color palette, and imagery (photos and/or graphics).
When developing branding, many people begin with a logo. Having a logo conveys professionalism and sends the message that your business is legit. It should be visually appealing but not too complicated. Opting for simple and uncluttered will ensure your design looks good even at smaller sizes.
A good logo should include your brand name, a brand mark (image), one to two fonts, and optionally, a strapline (also known as a tagline) which is a supporting phrase that adds context to the brand name. You’ll also need light and dark variations of your logo to use on different background colors.
Once you’ve established your logo, you can use the font(s) you chose as the basis for the rest of your typography. You’ll want to choose two (or three at most) fonts that pair well together and stick with them in all of your marketing. There are four main types of fonts to consider: Serif, Sans Serif, Script and Display. Consider how you want people to feel when they see your brand's visuals, and choose fonts that align with those emotions.
A color palette should be chosen next. Similar to fonts, colors may also be pulled from your logo. Color can be such a powerful tool for setting mood and shaping perception. Consider your target audience, the emotional response you wish to elicit, and the industry you're in. With these things in mind, look for a palette to represent who you are and what you do. You’ll want colors that complement each other and can be used consistently across all of your branding materials. Remember, consistency is the key to recognition.
As you continue building your brand identity, you’ll want to keep your chosen color palette in mind when deciding on imagery. Whether you’re using photographs, illustrations, icons, or animations (to name a few), keeping with your brand’s color scheme will help create a strong visual identity. Consider using images that align with your brand values and messaging, and that resonate with your audience. It's also important to ensure that your imagery is crisp, clear and high-quality. Don't be afraid to get creative and try new things to stand out in a crowded market.
Having a strong, recognizable brand will increase company awareness, differentiate you from your competitors, and help you establish credibility and trust with your audience. So be consistent when developing your brand identity. Remember, your brand elements should represent your company’s overall look and feel. This means using a well-designed logo, and consistent typography, color palette and imagery. This will allow you to carry your visual style across all platforms and will ultimately contribute to the success and growth of your brand.
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Written by Tabitha Stevenson, Squarespace Web Designer & Founder of Mindful Design Solutions
I’m passionate about helping entrepreneurs and small businesses stand out online with engaging and effective Squarespace websites. You can learn more about me here.
