Defining your relationship with your clients
Identity branding, brand personality, and Logo Design. Individually they’re part of a simple marketing plan but together identity branding, personality and logo design are the things that set you apart from your competition.
You want your businesses to mean something. You’ve put everything you have into making it a success. Your heart is in it. You’re committed to being great. Now you need everyone else to see what you see.
Defining How Your Clients Feel About You
When someone comes in contact with you and your brand on social media, on your website or comes across an ad somewhere, you want them to know without reading the name that it’s you they’re talking to behind the brand. Business owners want clients to feel like they’re safe and know they can have confidence in what you can do for them. You want anyone who touches your brand from employees to clients to have a clear and succinct feeling about your company.
How do you get there? What are the steps you need to take to become more than a just another small business? You dream of the moment that your business is more than your services and products individually. Nobody wants all they’re hard work to be just another business. Business owners want a brand.
The Brand Recipe: Logo, Identity Branding, Personality
There is a recipe for defining how your customers and clients feel about your business. Identity branding, brand personality, and logo are the ingredients. Before we can do anything with these ingredients, we need to be clear on what they are. There needs to be a clear understanding of the difference between your logo, identity, and overall branding. Just like following a recipe, it’s important to know how identity branding, personality, and logo design work together to create an amazing user experience.
Just like following a recipe, it’s important to know how identity branding, personality, and logo design work together to create an amazing user experience.
Comparing Identity branding, brand personality, and logo
At first, all of these words may appear to describe the same thing. These three ingredients are only part of the mix that when combined create something that’s better than the sum of its components.
Identity branding and logos are oranges and grapefruit. These ideas all run in the same vein, but they are not the same. Before you begin to design your brand, it’s important to make this distinction. If you don’t clarify this for yourself, it could cost you. So let’s get this cleared up straight away.
There’s a common misconception that a logo makes up a brand. A logo is not the end of branding. A logo is a mark that represents your company. The logo is the centerpiece of your brand identity, but it is not itself, the brand.
A logo is a complicated piece of your business’s visual story. The logo represents the business. It has a big job so it’s not something that should be taken lightly or with little thought.
The logo deserves respect as it holds a deeper meaning to your business. The logo has an essential role in branding. That job is to create recognition, distinction, and trust. The logo establishes a unique representation of your company. The logo is essential, but it’s only a part of a bigger picture.
For an excellent deep dive into logo design read this article from Smashing Magazine.
Creating a brand identity is the process of establishing the look and feel of your brand. It conveys emotions and gives the client a feeling about your company. Even so, it does so at a much more tangible level than the overall branding of your business. The feedback at this stage is “I like the way this looks” and not “I like what this brand stands for, who they are and why they exist.”
Why Branding is like dating
A lot of branding professionals look at branding in the same way a matchmaker looks at prospective partners for marriage. In my opinion, this is the perfect analogy for branding. You’re trying to attract someone to your brand. You want them to commit so that you can create a mutually beneficial relationship with your clients.
An example we can all relate to is getting ready for a date. Brand identity is who you portray yourself to be on a first date. It’s hair, clothes, and perfume.
Brand identity is the face of your company. It’s where clients decide if they want to know more about the business. Brand identity is not everything. It’s only one aspect of the big picture of branding. Brand identity, like logos, often gets confused with the overall brand experience. However, if you get anything from this post, it should be that attraction is the first step to a committed relationship.
Visual Signs of a Well Branded Business
Brand Identity encompasses the visual and physical cues that make up your brand. Elements of identity branding will include several factors, but in essence, it’s aesthetic.
The distinction between the overall brand experience and a brand identity is the visible aspect of brand identity. If you’re creating a brand identity, you’re creating visible cues like colors, patterns, letterhead, signs, packaging and business cards. All of these things create a visible representation of your company.
The Brand Experience
Brand experience is the heart and soul of what your business represents. Branding is a sentiment, this is your brand’s personality and the physical features of your brand identity combined. In other words, your brand is the whole package. A feeling someone gets about your company by the cues you give them. The visuals, atmosphere, the things that you say are all part of this.
Branding isn’t just what you say but also whom you say it to and how you say it. Beyond that, it’s how your firm involves itself in the community. It’s what your employees say about you and how your customers and clients talk about your company.
Branding for the long game
You cultivate your brand to create certain feelings in the heart of your client. It doesn’t guarantee that they will see you in the light you reflect. The brand has to be closely monitored. The people working for your company have to fit the brand. Most importantly, the feeling that you’re trying to cultivate has to relate to you as the founder.
The Branding Partnership
People are very savvy when it comes to marketing, and they can spot disingenuous businesses in a split second. A lot goes into your brand this is not something that a designer can mock up and drop in your lap. A brand strategist can help you explore who you are and what your company represents and build on that. An expert can help you highlight the best qualities of your business and create connections with the people you want to reach.
Now that you have a clear idea of what identity branding, brand personality, and logo do for your company individually it will make it a lot easier to establish how they can all work together to create a brand your clients will love. Not only because it’s beautiful but also because your brand’s personality matches its aesthetic. Think about your logo, your brand’s style, and your companies personality. Are the identity, personality, and logo cohesive? Do they all work together to give your clients a reason to fall in love? If you don’t know, this is something that deserves attention.
We’ll be talking a lot about branding on the blog in the next few weeks.
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