(Consider Apple: The logo is so memorable they only include the logo-not their name-on their products.)
To truly succeed, you need to build a brand identity that is… Even if you design every element needed, it may not help you achieve your long-term goals.Ī strong brand identity needs to work for everyone, both your internal team (e.g., brand ambassadors, content creators) and the people who will interact with it (e.g., customers). Having a brand identity on paper doesn’t mean your identity is good or effective. You can build out additional elements as you need. If you don’t have a ton of resources (or don’t know what your future needs will be), start with the basic logo, color, and typography. The good news is you don’t have to design everything all at once. If you create a wider variety of content (or plan to), you may also design additional elements to express your brand across mediums, including: Regardless, every brand needs a basic identity, which includes three core elements: This can be basic or extensive it all depends on your brand’s needs. When you create a brand identity, you’re basically building a toolbox of visual elements to help you communicate effectively. If you want to be a competitive and successful company, crafting a strong brand identity is mandatory. Regardless of where you fall on that spectrum, one thing is certain. (The truth is too many brands fall into this camp.)
Others struggle because they don’t know who they are or don’t know how to communicate it effectively. Some brands make it their entry into the playing field (think Warby Parker or Casper ). Some brands elevate brand identity to an art (think Apple, LEGO, or Levi’s ). From your website, to your social media, to your sales brochures, a strong identity is the key to elevating your brand experience. Thus, if you want to create a consistent, cohesive brand experience, you need to present a consistent, cohesive identity.
Note: First published in 2016, this post has since been updated to include our streamlined process and free brand toolkit. Follow this guide and you’ll end up with a beautiful, functional brand identity that will help you outshine your competition, connect with the right people, and tell your brand story through every piece of content. To make it easy, we’ve broken it all down into this simple step-by-step guide, including our best tips and handy toolkit to help you along the way. With the right guidance, you can move through the process effectively, and that’s why we’re here. What should it include? How do you start? Who needs to be involved?ĭon’t worry. Of course, tackling a brand identity can be both intimidating and confusing. So if you’re going to do it, you might as well do it the right way. This work isn’t easy, but it’s some of the most important work that any brand can do. This requires deep thinking, a team with strong communication and design skills, and an intimate understanding of who you are, what you do, and how you want to present your brand to the world. You need to approach your design strategically to build an identity that truly reflects your brand-and can support you as you grow. You can’t just pick a few colors and haphazardly slap a logo together. A strong brand identity doesn’t happen overnight.