I once saw an ad in a magazine. It was for Mercedes. Against a black backdrop, shined the three pronged star. No explanatory remarks. No catchy lines. Just the logo. You can be in the US, or far away in Pakistan. You could be in a third world country. Everyone knows what the three prong star represents? Mercedes! The marketing team of Mercedes are well aware of it, and that is why they do not feel the need for excessive explanations or slogans to promote their brand. This is brand identity. It does not happen overnight though. You need to spend rigorous hours to create your brand identity. It comprises a set of elements and tools that a company would use to create brand identity. It will create a perception of you brand in the eyes and minds of your customers. Brand identity creates a cognitive relationship between the brand and the customer. An individual looks at the little blue bird and instantly knows that it represents Twitter.
The process begins from the company’s goals, the brand value, its long term goals and missions, the position it holds in the market, and relevance with the target audience. Branding helps the organization to communicate all these factors to its audience. There are five common branding elements that can help in creating your brand’s identity.
- Brand name
- Tagline or a slogan
- Colors, types of graphics
- Logo
- Style
Brand Name
Brand name is not just a way to remember your company. The name has much depth to it than apparent on the surface. You can name your brand after your own name, your mother’s initials or something of sentimental value. However, it does not mean that audience would find it just as sentimental. It should be easy to remember. While coming up with a brand name ask yourself these questions:
- Is it easy to remember or is it easily forgettable?
- Is it easier to pronounce
- Can people relate to the name?
- Is it relevant to your field?
Another important point to remember is how it affects people who are not familiar. Building a brand takes time. Your initial customers would be the people in your vicinity. What about the people who do not know you and have never heard of the brand? How will they react to your brand? The name should be the personification of your brand. I know, I know. It might seem a bit complicated at first. These are questions you should consider in ideal situations. Otherwise, there is no harm in skipping one or two points and come up with a name. The renowned band N*SYNC came up with one of the most eccentric boy band name ever, and still managed to excel in their field.
Catchy Tag Line or Slogan
Now that you have selected your brand name, you have to think of an interesting tag line or slogan. A slogan or tag contributes largely to brand identity. It enhances awareness and image of the brand. You hear the words, “Just do it”, and instantly recall Nike. But the slogan needs to have a meaning, and should associate with your brand. Nike’s logo tells people to stop being a couch potato and achieve your goals, without thinking of the pros or cons, just get working on your aims. Similarly, your slogan should represent what your bran is striving for. It should instil confidence and communicate the brand’s promise. You should try to use brand slogan from the launch of the brand and use it consistently. As your brand evolves, you can change it.
Colors, Graphics
This one’s easy to tell. Each color has a particular psychological effect on people. Pink has traditionally been associated with feminine industry. You cannot use grey color for a brand that sells food. Color has a massive influence on the customers, and your brand’s success depends on it heavily. The colors give personality to your brand. Graphics also hold the same value when considering a brand’s personality. Using outdated graphics can negatively impact customers. It can seem primordial. Google’s initial logo consisted of cursory alphabets. It changed over time, and now follows a minimalist pattern. All applications associated with Google, (Gmail, Maps etc) follow the same color scheme, creating a sense of togetherness, and trust among the people.
Logo
What brand comes to your mind when you think of a crocodile, the letter G, the letter f, and slightly eaten apple? Lacoste, Gucci, Facebook and Apple Inc. This is how a logo impacts your brand and creates identity. The logo is imprinted on products, business cards, website, stationery, everything. It is the symbol that would visually speak for your company. Think creatively. Innovatively. The giant yellow M is known to be McDonald’s. Even in countries where people do not speak or read English. It will help you stand out, and apart from your competition. It is not mandatory for you to commit to your logo till the end of times. With changing times, growing business your logo can evolve as well to show people how your brand has evolved over time. I do not suggest changing the logo completely. I recommend a few tweaks here and there, the way Facebook does it.
Style, Form and More
Designing the brand logo, name and slogan all comes down to the shape and form you are employing. Although subtle, it is an effective tool. Judicious use can help you accrue a massive consumer market. Floral patterns would imply a brand meant for something female related,
perhaps a clothing brand. Choose the style carefully to invoke certain emotions among people. Using sharp lines and dark hues for a soft brand such as beverages or hotels can be off-putting. Pepsi’s brand has revolved around three colors that represent its country of origin, and round shapes. Star Bucks also employed organic lines and round shapes for its logo.
When it comes to your designs, you also want to think about form and shape. This subtle but effective element that can be used to reinforce the desired reaction from your customers: so, for example, a logo that is all circles and soft edges will inspire a very different reaction from a logo that’s sharp and square. Straight lines showcase efficiency, as in the case of Mercedes or BMW.
Brand identity is elemental for a brand’s success. It can make your brand, or break it. Therefore, be careful when planning your brand and its short term, long term goals. The perception you want will be evinced through your brand’s logo, color scheme, graphics and most importantly name.
