Ddoes your business need a logo or brand identity? That’s a question that you need to ask early when starting a business. But what is the difference between a logo and a brand? What is Logo Design?
A logo design is a standalone visual graphic that you and your customers use to define your business. There’s not a lot more to it than that. If all you have in terms of an identity for your business, is a single logo design, I would argue that you haven’t considered your business brand enough. What is a Brand Identity?
A brand identity is a clearly outlined set of visuals or guidelines, that can be applied no matter the medium. Your brand itself is a set of beliefs that your business operates under, it’s also a set of perceptions that customers have about your business.
Branding works on two levels, one from the inside out. Those are the things that are at the heart of your business. What you stand for, what you believe in, the story you want to tell etc... and one is from the outside in.
That’s the way your customers view your business, the stories they believe, the way they see your business. Your brand identity is the visual element of your business and should tie to your brand vision. Confusingly, your logo forms part of your brand identity too.
sonow you may think that your business needs a brand identity? isn't it! so here's 6 component you should know about a brand identity :
WORDS - YOUR BRAND MESSAGE + COPY
This part of branding includes your tag line, how you describe your business, your calls to action, and all the copy you create, from your About page to your social media posts.
PICTURES - YOUR LOGO, STYLE, FONTS, IMAGES + ANYTHING ELSE THAT VISUALLY REPRESENTS YOUR BRAND
Many businesses (and also designers) often spend the most time (or the only time) on this aspect of branding. The logo and styles/colours/fonts are an important part of defining a business and let's face it, also the most fun part of brand building, but they shine brightest when supported by the other components.
VALUES - WHAT YOUR BUSINESS STANDS FOR
Simon Sinek, the author of "Start With Why", puts it best when he says, "People don't buy what you do, they buy why you do it." Having a strong sense of why helps attract the right community who believes what you believe.
PERCEPTIONS - HOW YOUR COMPANY IS VIEWED BY THE PUBLIC
Is your business the dependable one? The innovative one? The one on the fringes or in the mainstream? Taking some time to think through how you'd like to be described when you're not there will help guide the copy you write and the brand personality you create.
STORIES - YOUR BRAND STORY, AND YOUR CUSTOMER'S JOURNEY (STORY)
A brand story consists of several interwoven stories: your customer's story (what problem or need to be made them look to you for a solution?), your story (why are you different? what inspired the business? how are you qualified to help solve the customer's problem?) and the stories you tell to your audience. At the end of the day, we're all just people speaking to other people, and nobody likes the feeling of being sold to. You'll have much better luck sustaining your audience's attention by telling a good story.
EXPECTATIONS - WHAT YOU BRING TO THE TABLE
Getting clear on what your customers can expect from you is vital. Should they expect to be treated like just another number or that you'll treat them like family? Think about brands you interact with often: what do you expect from those experiences? How can you curate a great value-added experience for your customers?
WHY DOES BRANDING MATTER?
It can be tempting to assume that your business doesn't really need a brand or that what you have is good enough, but the most successful companies have figured out that strong branding pays off in a big way.
Creating a strong brand platform will allow you to:
Connect more authentically with your audience.
Create a community that believes in the things you believe.
Define a unique style that is recognisable and memorable.
Clarify your message, so everyone understands what you do.
Uncover your customer's stories, so you know how to best serve their problems and needs.
Refine your own story, so that it's relatable, authentic, and engaging.
Create usefully, relevant content your audience will love.
Increase your likeability / desirability as a company. Grow your business in a thoughtful, deliberate way.
Create trust and loyalty between you and your customers, which results in referrals and repeat business.