What is your branding identity? How does it set you apart from the other countless businesses out there? Let’s face it; there are so many businesses in this world just like yours. You need to show that you are different.
Your potential customers are in-the-market and ready to make a purchase. Your branding identity needs to show them who you are and what you are selling, all in a couple of seconds. Is your brand identity ready to make sales? If not, here are five things that will help you stand out from the crowd.
Your Logo
Having a logo is a relatively new concept that has swept the world by storm. Every great company has a distinct and recognizable logo that helps consumers and clients quickly identify their company, products, and mission in less than one second.
Your logo needs to be easy to recognize, simple in design, and different from all the other logos that your customers see daily. There is an entire science behind the creation of logos, but generally, a logo should have thick lines, a beautiful color scheme, and must tell the story of your brand.
The logo you create needs to be versatile, meaning it should be able to be used in multiple situations. It should be versatile enough to be used on a website, printed on a hat, and even animated in a commercial. If your logo’s lines are too thin, there is no way it’s possible to print on a hat. If your logo does not have an elegant design, no one will want to look at it on the web.
The Tag Line
A tagline is a catchphrase that helps tell the story of your brand. The tagline is sometimes associated with a brand’s logo, but not all the time. Try to keep your company’s tag line separate from its logo to avoid unnecessary clutter. To make a tag line, think about your company’s purpose and story. Dig deep for this one. Do not just say, “my company takes your money,” instead, you could say something like, “The Only Restaurant to Serve Enchiladas at 3 AM,” or something else memorable, like that.
Without a tag line, your customers will create their subconscious associations with your brand. Do not let them fill that space with whatsoever they want. Make sure you have a tag line ready-to-go, so your customers know what to expect.
With the right tag line, your customers will remember your company forever. Think about all the tag lines that you can recite off the top of your head right now. Tag lines are incredibly valuable to your brand’s success.
Colors
Whether you believe in “color psychology” or not, let’s all agree that the colors of your brand are incredibly important. Choose a color pallet that compliments your company’s style. For example, if you have a store that sells colorful clothing, you do not want to choose dark colors that resemble the forest, such as brown, dark green, and black.
To create a beautiful color pallet, go to https://color.adobe.com/create and start sorting through the colors you think represent your branding identity well. Then, bring 3 to 5 of them together and write down their “hex codes” or other codes such as the “CMYK.” These are just fancy codes that tell the computer the exact color you want.
Let your colors represent the mood of your business. If your company works with organic foods, the color green may be an excellent option for you. If your company operates in the fine-dining industry, green is not the right color for you. Colors tell the story of your brand that words cannot explain.
Pick your company’s colors carefully; people do not readily accept re-branding. It is easier to pick beautiful colors at first rather than choosing a new color due to your customers’ negative responses.
For more information about color psychology, click here.
Typography
Typography can help your branding identity, or rip it to shreds. Typography is the style, size, and color of font you use for titles, body copy, your logo, tag line, and anything else associated with your brand. The key is to pick fonts that represent your brand well, just like the colors you learned about earlier.
If you have a company that writes regular blog posts, do not use fonts that are hard to read, such as, “papyrus.” Typically, use a serif font (a font with tails on the letters, just like this font) for large amounts of copy, and sans-serif fonts (fonts without tails) for titles and subtitles.
The key is to be consistent. Use the same typography for all your newsletters, website pages, and blog posts. People recognize consistency, and more-so identify inconsistent copy that is distracting and ugly. These words may seem harsh, but it is nothing compared to losing money in the real world. Let these words help you improve your brand ahead of time; don’t wait until the very last second.
Would you have continued reading this article if it was written in size five font, in the color purple? Probably not. It does not matter how much time you have invested in your brand identity if it is too difficult or annoying to read. Think clear, simple, and easy on the eyes.
For a more in-depth study into the world of typography, click here.
Brand Name
Your brand name is one of the essential elements in your brand’s identity. In 1-3 words, you need to tell your potential customers exactly what you do and who you are. Do not mess this up! We suggest having a brainstorming session (maybe a few) to find the perfect brand name. The top companies of the world probably did not just think of a brand name in a couple of seconds; they brainstormed and planned their brand name strategically. You must do the same.
If you were looking for a company to fix your roof, which company would you pick? The first company is called The Roofing Brothers, and the other company is called 4th Avenue Company. The first company would probably win the hearts of many. Why? Because the second company does not give any hint as to what they do or who they are. It is not memorable.
Your customers will remember your branding identity for a long time if done correctly. Take time to create a memorable and beautiful brand that imprints itself into the minds of your customers.
We understand this is a lot to take in, and this is not everything you need to know about brand identity. For help with building your brand identity, please go to www.vizinow.com and contact us. We are ready to take your branding to the next level.
Your customers are ready to buy, but is your brand identity prepared to sell?
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