by Nicolle Martin

The Importance of Brand Identity

Oftentimes when people think of branding, they think of a company logo. But branding is so much more than that. Yes, a company logo is part of the overall branding, and in fact, it’s a very important part, but it’s not all that you need to think about. The brand of your company becomes the identity of the company. Your brand identity needs to be unique, show who you are, speak to your audience while making you stand out from your competitors.

Creating Your Brand Identity

When looking to create your brand identity there are so many things to take into consideration:

  • What is the mission of your company?
  • What are your goals?
  • Who are you trying to reach?
  • What do you want your target audience to feel and see when they come across your brand?

All of these things are important to identify before you create your brand identity.

Making sure you are creating the right image and identity to convey what the company is all about can seem daunting, but it’s the most important part to creating a brand identity. Create your mission and make it part of everything that you do.

The Importance of a Logo

As mentioned above, the company logo is just one part of your larger brand strategy, but it is a very important part. Your logo becomes the face of your company. It should show what your company stands for and how you want to be represented in the market. The company logo is what is going to represent the organization on everything you do – website, presentations, marketing materials, tradeshow booths, company gear, business cards, the list goes on. Does your logo represent you in the right way? Does it tell the audience you are trying to reach what you stand for? What you do? Is your brand something your target audience can relate to? When designing a company logo you need to take into consideration these things and so much more! You need to consider where you will use it, the color scheme you want to use, the guidelines around using your logo on different materials, whether or not there are parts of your logo that can be used alone or does it all need to be together. All companies should also have brand identity guidelines that can be shared with anyone using your logo so they know the parameters for where and when it can be used. Protecting the face of the company is incredibly important.

Pay Attention to the Competition

Obviously, it’s important to know your audience. But it’s just as important to know your competition. Make your brand is something your customers can trust. Make sure it stands out from your competition and that it is not similar in look and feel to your competition. You want to stand out for what you do, not get your key audience confused between you and a similar company.

Present the Brand Consistently

Most importantly – be consistent in your branding with everything that you do. Make sure you have the brand identity document created and available for anyone who may be using your logo. Remember, colors, themes, overall feel, images, etc. all matter. When someone sees your company logo, you want them to feel like they know you. That they can trust and relate to you.

So when creating your brand identity, make sure to take your time and think through what is important to your company and to the audience you are supporting. Be consistent. Display trust. It will make a difference.