Brand vs. Brand Identity
What’s the difference between a brand and a brand identity?
A brand is about making an emotional connection with your customer. It’s how they perceive your product or service. A brand identity is the visual (and verbal) expression of a brand. This is communicated through your logo, tagline, tone of communications, imagery, etc.
Investing in your brand, whether from startup or years later, will help you build brand recognition and loyalty, it will help set you apart from the competition, and reminds your customers of the value you provide.
Brand
Brand Identity
Elements of a Brand Identity
What makes up a brand identity?
A complete brand identity is comprised of a logo, tagline, color palette, typography, and visual elements that have a set tone that reinforces your brand.
Logotype or Logomark?
Most folks just refer to this as their logo, but there are differences between a logotype and a logomark. A logotype is a letter-based design focused on a company’s name or initials. A logomark uses a symbol or image in its design. A combination mark, as it implies, combines a logotype with a logomark.
Tagline
A tagline is a slogan, a short company statement that reinforces your brand promise. For a tagline to be effective and memorable, it should be short, unique, easy to remember, and create an emotional response.
Color Palette
The color palette should include a set of colors that represent your brand personality. To keep your brand recognizable, it is important to establish a primary color palette, and if necessary, a secondary palette. Sticking to these colors in your communication vehicles like business cards, website, brochures, etc., will build your brand recognition.
Typography
Establishing a brand typography also reinforces brand recognition with a typeface that complements your logo. Your company typeface is used for business cards, letterhead, website and advertising. Establishing a brand typography also prevents the use of Comic Sans and Papyrus. :)
Imagery
Photography, iconography, and illustration reinforce your brand and should be consistent. Whether it’s through the use of flat design or gradients, the imagery you select should align to your overall brand messaging.
Brand Guidelines
A set of brand guidelines organizes all of the elements above in one handy user guide. It’s a set of rules that other designers, marketing, and print vendors use to understand how to use your logo, what the color specs and typography are, and the style of imagery to be used. Brand guidelines help insure consistency within your communications.
Example of Brand Guidelines
“A logo is the point of entry to the brand.”
Example of a Color Palette