The terms “brand” and logo” are frequently used interchangeably. Still, although a logo can be the symbol of a business, it is not the entirety of a brand’s identity. In fact, designing a logo is just one small step towards developing a strong brand identity.
With millions, if not billions, of companies attempting to make a name for itself, having a strong brand identity has become critical for businesses in terms of differentiating themselves from their competitors.
If you’re working to create your first brand identity for a client, or you’re doing this for your own organisation, it’s important first to understand what a brand is as well as what it takes to create one. Unfortunately, it’s not as straightforward as giving the business a name as well as plastering it on everything.
What Is A Brand Identity?
Brand identity is the outward manifestation of a brand. This includes its:
- Communications, as well as
- Visual appearance.
Brand identity is the entire total of how your brand looks, feels as well as speaks to people. Sometimes this even includes how it sounds, tastes, feels, and even smells. At the end of the day, a brand identity is a method of communicating with the world, distinguish yourself from your competitors, and create a brand experience which encourages individuals to engage with you.
Some brands raise brand identity to an art (think about Apple, LEGO or Levi’s). Some brands make it their entrance into the playing field. Unfortunately, some brands struggle as they don’t know who they are or – alternatively – don’t know how to communicate it effectively.