Creating the Perfect Brand Identity

STORYTELLING THROUGH a proper brand identity DESIGN

Your small business has a great story to tell. You have a clever name, developed a captivating mission and vision, and created an environment geared towards providing the best products and/or services to your target audience. Now, does your brand reflect that? No matter how poetic your story is, words alone lack wonder. When you combine a solid story with a visual identity, it will help your brand stand out from your competitors. Balancelogic can help bring your story to life through your Brand Identity.

What is Brand Identity?

To understand what Brand Identity is, we must first break it down into two parts: Brand and Identity. A Brand is the emotional and mental relationship you have with your customers, whereas an Identity is a set of visual elements that are unique to you. So, a Brand Identity is a collection of all the brand elements that your small business creates to portray the right image to your target audience. In creating a Brand Identity, you must take into consideration the Brand Image (the customer’s perception of your brand). Depending on how your target audience views your brand, you may need to review your Brand Identity to make sure you’re portraying your small business the right way. You may think that a Brand Identity is your logo. Although it’s a part of your Brand Identity, it goes much further than that. Your Brand consists of these elements:

NAME: This is the word or words you use to identify your company, product, service, and/or concept.

LOGO: This is the visual trademark that identifies your brand.
 Coca-Cola is a great example of a logo that has stood the test of time.

TAGLINE or CATCHPHRASE: This quickly translates your brand message in a few short memorable words.
 Dunkin’ Donuts – “America Runs on Dunkin”

SHAPES: These can be used to tell a story about your company’s product or service.
 When you look at the E and X in the FedEx logo, the negative space inside the two letters form an arrow.

GRAPHICS: These are visual elements that can help identify a brand without words.
 Louis Vitton’s stylized flower pattern makes their products very recognizable.

COLOR: This is used to trigger certain emotions of your brand.
 Owens-Corning is the only brand of fiberglass insulation that can use the color pink.

SOUNDS: This is a unique tune or set of notes that can “denote” a brand.
 NBC’s chimes are a very recognizable brand sound.

MOVEMENT: This is used for a certain motion of your brand.
 Lamborghini has trademarked the upward movement of their car doors.

SMELL: This is a scent that conveys and supports your brand.
 Lactona trademarked the smell of strawberries they use for their toothbrushes.

TASTE: This is certain ingredients or products you brand.
 KFC trademarked their special recipe of 11 herbs and spices they use for fried chicken.

Let Balancelogic Help You Create Your Brand Identity

With Balancelogic’s Creative Services Team, we will work with you to help understand your small business and what makes you unique from your competitors. We will use this information to your advantage to help you bring your brand to life and show the world who you are. Give us a call at (301) 396-8455 or by submitting this form and let’s get started!. One of our Creative Services team members for more information about our Brand Identity services.

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