6 Effective Guidelines to Build a Comprehensive Brand Identity 

Brand Identity is one of the most vital components of the marketing calculus. Today, a brand extends more than just a logo. Contemporary brands personify stories that encourage personal relationships with the target market. Everything from your positioning, tone, and message has to blend across a range of communications media to provide a seamlessly consistent experience to your audience. Modern integrated marketing communication strategies have the brand identity at the locus of their attention. The truth is that your strategies have to constantly evolve in line with the expectations of your audience. Thus, marketers and advertisers are banking their communications on ExpoMarketing exhibits that attract and engage scores of potential customers.  

Photo by Paweł Czerwiński on Unsplash

Here’s a list of effective guidelines to craft a comprehensive Brand Identity campaign. 

1.     Logo Design – Logo Graphics symbolize the core of your brand. It is tough to anticipate the need for a logo or a logotype. Many brands resort to a wordmark because of its simplicity and cost-effectiveness. Famous examples include DHL, Coca-Cola, Mobil, FedEx. Not choosing a logo is accompanied by the argument – whether the symbol will resonate in a consistently unique way. However, a crafty wordmark or logotype can communicate a profound sense of professionalism without creating a visual identity of the brand itself. 

2.     Color Scheme – A corporate color spectrum usually signifies the colors in the logo or the wordmark. Normally, a two-tone color combination successfully uplifts the brand positioning. When your design team finalizes the brand’s logo or wordmark, ensure Pantone, CMYK or RGB colors for it.  

3.     Typography – Often the tricky selection of typography brings about a number of challenges in the visual language of the brand. Therefore, it is essential to building typography in sync with the shape of the logo or logotype. Just as emotional as the voice of the brand, typography also plays a leading role in the effective communication of the brand persona. It is a popular practice to prescribe only limited font families to the typography. Generally, it includes a primary brand interface and secondary typeface(s). 

4.     Iconography – This tool remarkably influences the visual language and its applications. It hugely depends on the industry, product or service, and the medium. All iconography pivots back to the fact of consistency in look and feel.  

5.     Consistent Imagery – Avoid using repetitive themes in imaging but imagery should evolve on a consistent basis. It’s important that you make sure the visual identity stands relative to the brand’s communication strategies. Thus, ensure use of imagery that has worked well for the brand previously. If you confront difficulties in collecting the right imagery for your brand, consult with competitions’ potential imaging to extract a set of guidelines for yours. Whatever you choose, focus on the emotions your audience wants to feel while interacting with your brand. 

6.     Voice – The voice of your brand strongly influences the way customers respond to it. However, when companies draft down brand guidelines, writing style and messaging aren’t always considered the building block of brand promotion. Similar to visual identity, brand voice can be structured using a variety of tools. How can you brainstorm personality? List down numerous adjectives that customers or employees will associate your brand personality with. Incorporate previous successful messaging designs. And be choosy with words, they should hang around with your audience consistently.  

Creating your brand identity is the core of the brand building exercise. How you cultivate and manage your branding efforts can have a lasting impact on the brand image of the company. As essential as getting the right product to your customer’s doorstep, consistent communication can make or break the process of brand building. There are four divine rules to keep your brand identity intact. First, create a dependable and deeper relationship with your customers. Second, eliminate confusion in your communication. Third, don’t give up on expectations. Fourth, find cost-effective ways to reduce budgetary expenditure on branding. These are the guidelines that bring your brand a successful recognition and credibility.  

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