The word “brand” doesn’t just pertain to your company logo, or your name, it stands for something else, something deeper than what we can perceive by just looking at the surface, something more valuable. Your brand is the whole personality of your company. It may only take you a couple of hours to come up with a catchy brand name and an eye-catching logo but building a brand is a continuous process.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one roduct or service over another.”
– Seth Godin
Brand personality is a framework that helps a company or organization shape the way people feel about its product, service, or mission. A company’s brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that benefit the firm.
One of the first visuals your customers will see is your logo. It helps identify you and separate you from the pack. In this section we’ll go over what makes a good logo and how it can help your company gain the trust and in turn, wallet of your targeted audience. Logos incorporate an easily recognisable design element, often including a name, symbol and specific colours. They are an important part of your brand, because not only are they required to make the right first impression, they also provide a shortcut to the emotions that connect people with your business. In short, they offer a quick visual representation of your brand’s message and position.
Your brand’s colors can tell more than you can imagine about your business. The psychology of color can help your business establish trust and familiarity by eliciting the right emotions. It’s no surprise that the most popular brands in the world have a strong association with their logos. Their colors tend to reflect their branding, even when they don’t involve any text on them.
Brand imagery is the result of all the visuals that represent your brand’s identity. The images that make up your brand imagery can appear in a variety of forms, from billboards to Instagram, websites to print ads. These images are more than simple visuals—they convey an emotion in the viewer (known as “brand feelings.”). This often occurs on an intangible level, building trust and confidence over time and repeated exposure.
Put more simply: you can view brand imagery as an opportunity to visually communicate with your potential customer. Whether you’re modern or traditional, simple or complex, clean or edgy, show them who you are, why they should trust you and how—if they choose your product—you it will make their lives simpler or better.
Typography gives the brand a meaning: Typefaces and fonts convey the values and the tone of your brand just like your colors do.
The purpose of having several categories of the font is that they all have a vastly unique effect or tone. For instance, sans-serif fonts are typically advanced looking. They are usually clear, easy, simple to read on a big scale and perfect for several things today. However, serifs seem outdated, look conventional and give an older feeling, but they are considered easy to use for the longer type of content which includes blogs and books.
The goal of a website is to represent a company, sell the company’s products, attract more visitors, generate more business leads, promote more sales of company’s products and services and ultimately, help gain more return on investment. To do so, a company should have a consistent brand message that cuts through the clutter and builds loyalty and trust with the customer.
That being said, strong brand identity should have a “Yes” answer to these questions: Does my visual identity reflect who the brand really is? Does my brand identity look different from my competitors? Does my brand identity connect emotionally to my ideal customers?