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Designing a strong brand identity doesn’t happen overnight. You can’t just pick a few colors, design a logo and call it branding. For building a brand identity, you need to approach your website design strategically. This requires concentration, a professional team with strong communication and design skills, and a deep understanding of your business and its core products and services.
The good news is that with the right guidance you can move through the process effectively and produce a truly great brand identity for your business. You can visit various platforms like youtube, websites to get guidance on How to design a brand identity? Or else hire the professionals to design one.
Here, in this article, you’ll learn everything you need to know about designing a brand identity, along with the best tips and tools to do it.
What is Brand identity?
Brand identity is “the outward expression of a brand, including its trademark, name, communications, and visual appearance.” Also, it is the sum total of how your brand looks, feels, and conveys its message to people.
Eventually, a brand identity is a way to communicate with potential customers and help you differentiate yourself from your competitors. It also helps in creating a brand experience that encourages people to engage with you.
Some brands like Apple, LEGO, or Levi treat their brand identity as art. While some brands make it as their entry into the playing field like Warby Parker or Casper. Unfortunately, many brands struggle because they don’t have their identity carved or don’t know how to convey their messages effectively.
Regardless of where you fall in the market range, one thing is sure, if you want to be ahead of the competition then crafting a strong brand identity for your business is mandatory. When you can successfully communicate who you are, you can better communicate your product and services to your potential customers. This helps you form the strong relationships you require for long-term success.
What does a brand identity include?
As everyone now knows that a logo and a color palette alone do not make a successful brand identity. While designing your brand identity, you need to consider a few things like creating a comprehensive visual language that can be applied to everything from your website to your packaging. To design a successful brand identity, you should have few important brand identity credentials handy as follow => Logo => Colors => Typography => Design System => Photography => Illustration => Iconography => Data visualization => Interactive elements => Video and motion => Web design
How to build a brand identity?
To interpret the designing process for you, here is a step-by-step guide to build a brand identity. The process can seem daunting, but some professionals can help you through this.
In case your brand is in its early stages then you should follow certain tips to move through the process effortlessly and build a stronger brand identity that sets you up and helps you achieve your goals.
Step 1 - Complete your Brand Strategy - Your brand strategy should be a detailed plan that defines exactly what you’re trying to accomplish and what process you are going to follow to achieve it. Your brand strategy should comprise your:
=> Brand Heart, which constitutes your business’s purpose, vision, mission, values => Brand Messaging, which constitutes your brand voice, personality, tagline, value proposition, brand messaging pillars => Brand Identity, which constitutes your logo, color, typography, etc.
Your brand identity is considered to be the best tool that helps you communicate your brand visually, thus supporting your brand strategy. However, before you dive directly into your brand identity, it’s necessary to have a fully fledged strategy.
Step 2 - Dig into your current brand identity - While starting a branding project, every professional or non-professional should approach each phase from a philosophical and highly evaluative standpoint that could help you inspect, poke, and produce until you get to the core of your brand.
Whether you are building your brand identity from scratch or else updating a poor identity of your brand, you will require few assessment of: => The recent state of your brand’s identity => How that brand identity should be built or tweaked to align with your goals going forward
However, the goal is to understand how your brand is known, both internally and externally. Getting an honest and precise reflection of what your image in the market is the only way to understand how and where you’re succeeding or how you need to correct things.
Step 3 - Know your personas - Your brand identity is your brand’s “face” that interacts with the entire world. Whatever you create should specifically communicate who you are or what your purpose is. However, one common misconception about brand identity is that it is exclusively informed by what your brand wants to present to its customers.
This isn’t entirely true! It’s also informed by what your brand’s customers desire, or want to interact with. Remember, If your identity doesn’t resonate with them, it won’t be effective.
However, this doesn’t mean your customers will choose your brand’s logo color; it means that you will make more attractive design choices once you understand your users requirements, wants, and values.
Step 4 - Identify your competition - Designing a brand identity is all about differentiation: increasing your brand visibility, making it more relevant, and unique. However, without a firm understanding of your competitors, it’s easy to blend in the crowd without making any distinction. Thus, it’s also important to understand not just who your competition is but how your brand metaphor, in visual image and presentation.
Step 5 - Write your creative brief - Once you are done with the previous steps, you have the information you need to initiate design. However, you shouldn’t jump right in. Initiate with a creative brief that details the relevant info you require to keep your team on the same page and make sure you create a visual identity that addresses your brand.
Step 6 - Brainstorm your visuals - By this time, you have a lot of information to help you build ideas, build your competitive analysis, brand audit, personas, and brief. At this stage, you want to take that information and interpret it into visual concepts.
Usually, the information you have is often abrupt related to your brand’s personality, goals, and values. Now the challenge is to figure out how to communicate and relate with your customers sentiments through visuals.
Step 7 - Design your individual elements - Here comes the challenging part of brand identity, which is that you should design each element in the order mentioned here, as each element influences the other. => Logo => Colors => Typography => Design system => Photography => Illustration => Iconography => Data visualization
Step 8 - Build your brand style guide - Nothing is more heartbreaking than having a poorly designed brand identity. Or else having a beautifully designed identity that is never used or used incorrectly. Hiring the brand guide professional will play a role of saviour here, if you want to craft your brand identity the right way.
Your brand identity is what makes you different from your competitors and shows your customers who you are and what they can expect from your brand. And if you want your brand to be perceived in a positive light, it’s necessary that you nail your brand identity and create attractive designs that accurately represent who you are to your customers. And now that you know how to create that identity, it’s time to start website designing and design your brand identity.
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