Key Elements of Brand Identity Every Business Organization Should Know

Brand Identity is essential to every business and corporate organization. Legendary graphics designer Paul Rand says it is the silent ambassador of every brand. Corporate branding communicates the message and value proposition of your brand to current and prospective clients. When you set up an advert of your product, the first thing people notice is your branding. When your target audience visits your company’s social media handle, the first thing that stares into their faces is your branding. When your business name pops up in a conversation, the first thing that comes to mind is an image of your branding. It is the first impression people have about your business before accessing your portfolio and establishing user experience.

Brand identity is the picturesque representation of a business organization which gives it a unique identity that distinguishes it from other companies in the industry. It is the vision and mission of your business collapsed in visuals. Branding has to do with a lot of visuals which comprises shapes, colours, symbols, numbers, fonts and words. It is the aspect of your brand that onlookers or spectators can see, feel and touch. It portrays the perceived image of your business.
Do you wonder why customers perceive some brands to be formidable while others are considered weak? It is often as a result of their brand identity. That is why business organizations engage in rebranding projects now and again.
If you are looking to brand or rebrand your business, here are four key elements of branding you must consider before establishing your corporate brand.

LOGO
A logo is a graphic representation of your brand identity. It is the most important and prominent element of a corporate branding system. Your logo captures your brand vision and mission in a single image. When choosing a logo for your brand, go for something exquisite and finesse. When you hear the word Facebook, a capital ‘F’ and the colour blue comes to mind. The iconic apple brand is represented with a half bitten apple. The coca cola brand is a die-hard fan of the colour red. Your logo should be creative and catchy. Instruct your graphics designer to use a legible font sizes and styles for your logo design. Inasmuch as it has to be artsy, it also has to be bold enough for your target audience to see and read.

COLOURS
According to Canva review, colour increases brand recognition by 80%. Your choice of colour affects people’s perception of your brand emotionally and psychologically. Except your target audience are colour blind they will appreciate the aesthetic value of a good colour combo. Colours distinguish your brand from the bunch. It also influences the way your customers relates with your brand. Colours are so important that some powerful brands like UPS, T- mobile, John Deere, Target and FedEx Brown went the extra mile to trademark their colours.

Colours speaks volumes about your brand image. Every spectrum of colour is symbolic and communicates a certain message. Red represents danger and passion. Yellow is an playful colour. It radiates joy and happiness. Orange displays creativity, youthfulness and adventure. Green speaks nature, life and growth. Blue is the colour of communication. Purple represents royalty. Brown is an organic colour while pink is teh imagery of femininity. Black is the colour of sophistication and power. White is the symbol of purity, simplicity and minimalism. This should guide your choice of colours for your brand identity.

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Always ensure that you are consistent with the colour pattern used in preparing advert materials for your brand. The colours should be one and the same on all your company’s graphics, materials and marketing campaigns.

FONTS
The font style used in your brand identity and on all your company material should be also consistent. Most businesses do not pay attention to this due to varying sizes of materials, web icons and advert banners. Select a range of font styles that you can use randomly. The font styles should resonate with your logo and other branding elements.

IMAGERY
Imagery has always been a core component of any marketing campaign. There are vast images on display in the internet. Thus, it is best to maintain a particular theme or imagery style that resonates with your brand’s value proposition.

A corporate style guide can be used to inform your choice and use of branding elements. In brand identity, consistency is the key. As you utilize your preferred elements repeatedly you are gradually reinforcing your brand identity in the minds of your target audience and prospective clients.