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It’s always said, “don’t judge a book by it’s cover” but more often than not the cover gives a pretty good idea of what to expect.
A Logo Is NOT your Brand?
Ok, if you’re new to this, let’s clear up a major misconception: A logo or corporate identity is NOT a BRAND (not unless you have it on your cows or goats).
A brand is all the emotions that your product / company / service evokes within the customer’s mind.
Every business has a brand, whether you realise it or not. It’s the sum of everything your organization is, says, and does. The BIG QUESTION is, are you in control of your brand? The first step to taking control is to develop a BRAND IDENTITY – the visual elements (logo, slogan, colours, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers’ mind.
You can pay someone to create a Brand Identity or a Brand Strategy for you, but they can’t create the BRAND for you; it’s what you do, and how you do it – it’s the whole essence of your business. It is something that develops in your customer’s minds based on their experience with your product or organisation.
Elements of a Brand Identity
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The Brand Platform:
Understanding your brand BEFORE communicating it is key. The brand platform provides a place to articulate crucial information about your brand (most graphic designers create pretty pictures without understanding the importance of the persona of the brand). The brand platform consists of the following:
- Positioning Statement – a concise description of your target market and how your brand will be perceived within that market. A good positioning statement is simple, memorable, and unique to your market. It should be true to your organization and deliverable.
- Brand Promise – a brand promise is what your brand is committed to delivering to your audience.
- Brand Personality Traits – Brand personality traits are human characteristics that are associated with your brand. These traits make it easier for your audience to ‘connect’ with your brand. If your audience is fun for kids, some brand traits could be fun, exciting and colourful.
- Tagline / Slogan – Communicate your unique value proposition in a short, catchy line.
Need more info on how to build a good Brand Identity? This article entitled 10 Attributes Of A Good Brand Identity gives more insight on the factors that you should take into consideration in order to develop a good brand identity.
The Brand Identity Kit:
A basic Brand Identity Kit normally consists of a:
- Business Card
- Compliments Slip
- E-mail Signature
- Generic Folder
- Mailing Label
- Fax Template
- Brand manual: includes colour palletes, typography, photography and do’s and don’ts.
This is just the basic set of materials. Ideally it should be extended to include a website, brochure, folder, flyer, signage or any other professionally designed pieces in order to maximise the impact!
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“Looks aren’t everything. Looks fade, but character remains.”
― Kim Vogel Sawyer, A Hopeful Heart