A beginner’s guide to an awesome brand identity

Get this right, and so many factors fall into place

Brand identity is often the very closing factor on the itemizing when beginning up a enterprise. But, let me inform you that it’s price investing brainpower in creating an awesome brand identity — before you go your full hog and launch your on-line enterprise.

Wondering what I recommend by brand identity? Here’s an easy-to-digest definition:

The seen parts of a enterprise — equal to coloration, design and brand — that resolve and distinguish the brand all through the shoppers’ mind.

But in case you dig deeper into that definition, you’ll realise that brand identity is bigger than colors and a brand. It’s the place the seen parts and phrases come collectively to converse the very essence of your on-line enterprise. They converse to:

  • Your enterprise values
  • Your mission
  • What you say, promise and ship to prospects


Let’s check out just a few Australian producers that I’m certain you’re aware of.

  1. Woolworths  –  The main colors of this brand are inexperienced, and gold (very Australian, don’t you assume?). The brand is a stylised ‘W’ that looks like an apple, representing their core worth of delivering newest meals.
  2. Commonwealth Bank  – Or Commbank, as everybody is aware of it at the moment, encompasses a yellow diamond-shaped brand (yellow being advertising and marketing guide of wealth). But look nearer, and as well as you’ll see that the form represents the celebrities of the Southern Cross.
  3. QANTAS – Arguably one among Australia’s most recognisable brand identities, QANTAS, has undertaken seven rebrands all via its lifetime. Today, it’s well-known for being the ‘flying kangaroo’ all through the unmissable colors of crimson and white.

These firms make investments necessary {{{dollars}}} of their brand identities, serving to them flip into almost certainly in all probability probably the most recognisable and best-performing producers in Australia.

How do you create a brand identity when your funds isn’t as monumental as Ben Hur? Let me stroll you thru it.

5 key parts of a cohesive brand identity

A sturdy and memorable brand identity is important to your on-line enterprise’s success and longevity, and that’s why it’s a key ponder your full brand strategy.

When you’ve crafted an immediately recognisable brand identity, your on-line enterprise can elevate off the underside by:

  • Standing out
  • Attracting new prospects
  • Keeping your present prospects coming as soon as extra

Through fastened use over time, prospects and prospects alike will come to acknowledge your brand colors and shapes.

1. Logo (or wordmark)

Qantas logo seeklogo

Seeing your brand for the primary time can ship glad shivers down your backbone — it’s a second you’ll take into accout ceaselessly.

Your brand ought to create a constructive and memorable impression in your prospects.

A brand is usually an image solely, a emblem with textual content material materials or simply textual content material materials. Regardless, its goal is to be distinct and create that ‘at-a-glance recognition’ of your brand.

You’ll know you’ve landed on the changing into brand when your designer presents you one which:

  • Sets you out of your opponents
  • Appeals to your goal market
  • Represents your brand story and values.

Someone’s hand resting on papers with various logo designs

It’s price investing in an expert to assist design your brand in case your funds permits, nonetheless in case you probably can’t, it’s attainable to make your specific individual brand.

Check out The World’s 20 Most Recognisable Logos & Their True Meaning to assist encourage your specific individual brand creation.

2.  Colours

When it comes to creating brand recognition, consistency is the required issue. And, there’s no elevated methodology to purchase this than by having a set coloration palette to your total supplies, digital and print.

In selling, colour is an emotional cue and may have an impact on the easiest way by which individuals react or reply to your brand.

Marketer and blogger Neil Patel tells us that 85% of shoppers say coloration is a significant set off for why they purchase a selected product.

Before you begin considering you have acquired to be an artist or graphic designer to give you a gradual coloration scheme – cease. You can merely analysis coloration idea and psychology to assist inform your coloration numerous.

You’ll furthermore want an intensive understanding of your type of particular particular person nearly undoubtedly to purchase from you and the message you need your brand identity to enterprise to them.

Here are examples of colour meanings:

  • Red – Red stands for vitality, ardour and hazard
  • Orange – Orange can signify creativity, youth and enthusiasm
  • Yellow – Yellow means happiness, hope and spontaneity
  • Green – Green stands for nature, progress and concord
  • Blue – is for calm, notion and intelligence

Tools like Colormind, Over by GoDaddy and Coolors make it simple to create a complementary coloration palette to help your brand identity. Once you’ve chosen a palette, keep it up.

3.  Typeface

The third ingredient to take into accounts when bringing your brand identity collectively is typeface, which is additional sometimes referred to as font.

Font is a set of characters of the equal model and measurement.

It’s how your phrases will look, wherever they seem — out of your on-line enterprise having fun with enjoying playing cards and emails to your web site and printed supplies.

Sample font

Again, it’s the consistency all via parts that may improve the probabilities of viewers recognising your brand.

The perfect font in your brand is one which:

  • Is distinctive and memorable
  • Works on each platform
  • Is legible
  • Communicates your brand character

Here’s an excellent guide to how totally fully completely different typefaces can vastly have an impact on the easiest way by which your brand communicates.

4.  Tagline

“Aussie youngsters are Weet-Bix Kids” “Lucky you’re with AAMI”, and “Not Happy Jan” are all examples of iconic Australian taglines.

Then there are worldwide producers like Nike with “Just Do It”, Apple with “Think Different” and Coke with “Taste the Feeling.”

Sign reading “Slay the Day” sitting in front of makeup products

A tagline is a catchphrase or slogan that tells individuals who you’re and what you stand for in just a few transient phrases. That’s why you want to have an wonderful maintain on what your on-line enterprise does, who it does it for and what fashions you aside out of your rivals before you launch into tagline progress.

Sumo.com supplies 5 methods for crafting your on-line enterprise tagline:

  1.     Keep it easy
  2.     Give it which suggests
  3.     Clarity is necessary
  4.     Focus on the advantages
  5.     Tell a narrative

Read 7 Australian Companies with Great Taglines to accumulate far more concepts.

5. Packaging

This final ingredient of brand identity is expounded to beginning a enterprise the place you’re promoting merchandise. Your product packaging serves four essential purposes:

  1.     Protects your product
  2.     Displays and promotes your product
  3.     Attracts patrons
  4.     Differentiates your product from rivals

Product packaging is a mixture of the opposite 4 brand identity parts all rolled into one attention-grabbing and engaging…accurately…package deal deal deal. 

You’ll want to take into accounts your picks in provides and kind, then mix it alongside alongside along with your brand, colors and fonts to design your topic, wrapping, bag, glass, or nonetheless you’ve packaged up your product.

Canva supplies 50 insanely creative and stunning packaging designs for you to take into accounts.

Branding do’s and don’ts

The following itemizing of do’s and don’ts is a fast reference to make it less complicated to make strategic selections that can serve you over the long run.

Brand identity do’s:

  • Be totally fully completely different and memorable
  • Create a branding style guide
  • Be fastened
  • Deliver on what your brand identity ensures
  • Engage an expert to make it less complicated to in case your funds permits

Don’t do that alongside alongside along with your brand identity:

  • Wait too extended to create your brand identity
  • Create a brand with out understanding your viewers
  • Design a meaningless brand
  • Overdo the color scheme or over complicate your model
  • Be inconsistent

Start establishing your brand identity now

You’re now armed with the 5 necessary parts wished to create a memorable brand identity – plus just a few further factors to consider.

Creating your brand identity is a satisfying and thrilling effort. Be ingenious. Don’t resolve on the very very very first thing you create. Instead, bear just a few iterations and search methods from buddies, household and, even elevated, your goal purchaser.