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The Essentials of Brand Identity

Date: 10/25/2013 Written by: Launchmark

Last Updated on 11/21/2023 by Launchmark

Last Updated on November 21, 2023 by Launchmark

In a crowded world of small businesses, massive corporations, and brand-new start-up companies, it becomes harder and more crucial to distinguish your company from competitors and every other customer distraction that is out there. By maximizing the essentials of brand identity, you will be able to stand out and generate those precious customer leads.

Logos Still Matter

Look at the golden “M” graphic symbol of the McDonald’s fast-food restaurant chain or the Nike brand wordmark and “swoosh” imagery. They seem to have lasted forever. If your logo reminds people of any other company, change it immediately. In 2023, consider incorporating elements that reflect current design trends, such as minimalism or abstract geometry, while ensuring it remains timeless and reflective of your brand’s essence.

Company Colors

Choose at least two contrasting color shades to represent your business in all of your marketing materials and branding efforts. Bright red and sunshine yellow are synonymous with McDonald’s and their “M” golden arch logo, creating instant communication to customers without them even having to guess which restaurant it is. In the modern era, also consider how your colors translate across digital and physical platforms, maintaining consistency and visibility.

Speak Your Language

A children’s toy company is not going to utilize the same lingo in their brand marketing as a high-end designer clothing store. Establish a colorful set of industry buzzwords and a clear vocabulary boundary that makes sense for your business’ brand identity and will keep your company’s point of view consistent. With the rise of digital marketing, ensure that your language also aligns well with SEO practices and digital content strategies.

Consistency is Key

Maintaining the same typeface font, company colors, logo symbols, and personalized business language will establish an overall constant tone and leave customers with a customized emotional experience whenever they engage with your company. Any misuse of these essential elements will disrupt your brand identity and confuse your customers. Consistency also extends to your online presence, from your website to social media profiles, ensuring a unified brand experience across all touchpoints.