No business can be successful without having a unique brand identity. Here is how you can build a brand identity on your own for your business.
1. Research & Discovery
It is crucial to build the foundation upon which the visual language will stand. In this stage, we learn everything we can about a brand. This research helps us create a brand persona, a comprehensive picture of what the brand is. To do this, we ask many questions.
- Who is the audience?
- What is the existing brand?
- Who is the competition?
2. Creating Visual Identity
A memorable logo: Your logo is central to your brand identity design. It’s the piece of your brand identity that people will be exposed to the most. It needs to line up with all the other elements of your brand identity, as well as the broader emotional appeal of your brand.
An attractive color palette: Brands should have only a few primary colors, but you can also select secondary colors to be used alongside your primary colors in some of your materials. Selecting a few additional colors helps your brand stay exciting, but still on brand.
A professional typography: Fonts are powerful. The most famous fonts are recognizable even when taken out of context. You’ll want a single primary typeface to lead your brand identity design, and it should work well with your logo and your color palette. It should also, like your logo and color palette, be simple.
3. Build a brand style guide
The only thing more heartbreaking than a poorly designed brand identity is a beautifully designed identity that is never used or used incorrectly. A brand style guide is the savior here—if it’s crafted the right way.
4. Develop the creative elements
The next step is to create the look, feel, and voice of the brand that will be carried through all marketing channels – from the website to social media, advertisements, and packaging. The brand voice should be distinctive, resonate with your customers, be consistent and stay true to your company’s values.