Defining your brand identity early on is important as it’s how your business will be perceived for the foreseeable future. Brand identity defines who you are as a business and can give you a competitive edge as it defines what makes your business unique. A brand identity is comprised of several components that come together to form a cohesive perception of your business. They include, a logo, website, color scheme, font style, and a variety of other items that can uniquely define your brand. We will use the example of Affandina Ties, one of our clients, to take you through the different components of a brand identity.
Vision & Logo
One of the most important parts of your brand identity to define is your vision statement, as it will drive almost everything that you do moving forward. Come up with something quick, concise, yet descriptive such as, “To provide quality, Italian ties to American consumers” and you will be off to a great start. Your vision statement is always something you can come back to in order to stay on track.
For many business owners, logo design is also one of the first decisions made about their brand identity as it is the foundation for the physical representation of the business. We created the Affandina Ties logo with a simple but elegant design with a single color and this theme is present in the other elements of the company’s brand identity. Think outside of the box with variations of your logo that you may need. For example, you may need to adjust your color scheme based on the business card background you select, have a Facebook cover photo specially designed, or have an abbreviated version that can easily fit as a social media profile picture. Consider that your logo may need some adjustments based on the forum in which it is being used.
Color Scheme and Font Style
Although you may pick a certain color for your logo, consider other colors that can be complementary to the core ones you have already picked. With our clients, we recommend 3 to 5 complementary colors that can be used. For Affandina Ties, we also created a style guide with specific color schemes that our client was able to use as a general theme for their brand identity. Additionally, having a variety of colors to choose from provides flexibility when designing your website, business cards, and more.
Font is also an important part of your brand identity. Consider a general theme more so than a specific font, giving you the freedom and flexibility to adjust as needed. We went with sleek and elegant for Affandina Ties and you can see that elegance in both the curvy and block lettering. Variation and choices is always a good thing!
Your website is one of your key branding tools. It is the opportunity to give your potential customers an idea of your products and services and also gives you a chance to show off your creativity. Your website should be the manifestation of your logo, fonts and colors and is a great place to see your brand identity come together. In the example of Affandina Ties, you see the logo, color palette and font all come together cohesively. The dark background adds to the sophisticated look and feel of the brand identity.
Representing Your Brand
The most important part of your brand identity is you. It is great to have the perfect logo, website, and color scheme, but what is most important is how you represent the brand. How will you and your team present yourselves at events? Is there a certain color that you always want to make sure to wear? When you are representing your company publicly, make sure that it is in line with your brand identity as well. Especially with small businesses, you are the face of your company and people should see you in the products or service that you provide.
Implementing these strategies will help you succeed in defining your brand identity and make the representation of your business uniquely yours, as it should be. For more information on creating a strong brand identity, check out our Brand and Messaging Consulting services.
At AMW Site Designs, our goal is to help small businesses create a big online presence by providing professional level websites, logos, business cards, flyers, emails and social media profile designs, at an affordable fee. Contact us today to meet the team that will help you get your business to the next level.