A simple framework for crafting your brand identity + 20 examples to kick your creative juices into gear.
What is brand identity?
You’ve heard that a great brand identity is important for your business. In fact, you’ve probably heard it from me. But what does great branding look like and how do you know if you’ve nailed it? If you’re not a designer yourself, figuring this out can sometimes feel out of your league. How are you supposed to know what to do?
I get it. I didn’t start out as a designer either, but I’ve learned along the way.
Here’s the good news, there are a few core elements that make up any great brand design. Knowing what these are and what role they play is your first step. From there, the best thing to do is look around. There are some brands out there that are really rocking it in certain areas. We can look at what they’re doing and learn how to apply their best practices to our businesses.
To help you figure out how to nail your branding, I’ve put together a list of 4 essential elements you need to consider. To top it off, I’m giving you 5 examples of brands that are masters in each of the areas. So, here you have it, a simple framework to great branding and 20 examples to guide you.
Color plays an incredibly important role in your branding. In fact, 85% of consumers cite color as the number one reason they buy a particular product (source). When selecting our brand colors we need to consider the different emotions and characteristics associated with them. Blue, for instance, is often associated with feelings of trust and security while red tends to be associated with power and passion. The colors you choose should give your customers a feel for your personality and the way you want your brand to make them feel.
Color also plays a helpful role in making our brands recognizable and memorable. One study reported that color increased brand recognition by as much as 80% (source). The key is to pick a signature color that really stands out.
Here are 5 brands who have mastered the technique:
Just like color, each font carries a unique personality. Fonts can exhibit a feeling of elegance, tradition, modernity, creativity, and even nostalgia. Many fonts even carry historic or cultural contexts that gives them a deeper level of meaning. Recall classic fonts like Times New Roman, Comic Sans, and Impact and I’m certain each will evoke a different feeling.
Your selection of fonts plays a big role in bringing out your brand’s identity. You want to make choices that reflect your personality however this should not be the only consideration. You also want to ensure your font selections are legible and flexible enough to be used consistently.
Here are 5 brands who are using fonts in the right way:
Your brand visuals are the images that you use in all of your brand materials including your website, social media, and advertising. They are a powerful tool for bringing to life your brand identity. For that reason, your visual style should reflect the same personality evoked through your choice of colors and fonts.
Beautiful visuals can also play a critical role in capturing and keeping the attention of your customers. You want to develop a unique style that connects with them and tells them something about your brand.
Take a look at how these 5 brands use visuals to show rather than just tell their customers what they’re about:
How you communicate with your customers is just as important as what you communicate. The right selection of colors, fonts, and visuals will fall short if not pulled together with the right message.
Your choice of words not only help bring out your brand’s personality but also establish the type of relationship you have with your customers. It can even help to build a sense of community between them.
Take a look at how these 5 brands have unified their design through an identifiable brand voice:
Brand Identiy Wrap Up
You don’t have to be a designer to know how to think like one. When you’re planning the branding for your business start with your colors, fonts, visuals, and language. Consider how the four will play off one another and how together they can best bring to life your brand personality. Not sure what that is? Start with this free guide and you’ll be ready to rock ‘n roll.
Which brand’s design do you admire the most? Do you have any you’d add to the list? Comment below to let me know!