Brand identity is way more than just the sign above your door or the logo on your shirt. It needs to be taken very seriously as a fundamental core piece of your business DNA. It is a process of crafting a personality that embodies almost everything your business is and stands for. A well-curated identity can inspire your customers and create a sense of loyalty for your business.
ESTABLISHING A "FACE" THAT REPRESENTS YOUR GUIDING PRINCIPLES
Good branding will set your business apart as being a "Professional Choice" and will be judged when a customer is making a contact decision.
GOOD BRANDING GIVES A SENSE OF BELONGING AND ADVOCACY
The logo that ends up getting created is generally the face of your business. It needs to have more substance than just aesthetic appeal. It needs to tell the public that this image represents your company and that it stands for these guiding principles.
We love the challenge of an identity project, but make no mistake, it is the most complicated design project we take on. Clients need to be prepared to engage in a deep dive that will yield an end product that is the foundational fabric of the business.
Dedicating the resources to go through the branding process should not just make your business more memorable, but it should serve to make your brand more of an authority in the marketplace.
The key to success is establishing a face and resisting the urge to play with it. Maintaining consistency will gain credibility amongst your competition and trust with your customers.
Proper branding guidelines provide the template for everything you need to include in an advertisement for your business — whether that ad is in print, online, or a YouTube or TikTok Video. A brand with a face and industry credibility is well prepared to promote itself and make an impression on potential buyers.
A brand identity — one with a face, trust, and a mission — attracts people who agree with what your brand has to offer. Once these people become customers, that same brand identity gives them a sense of belonging. A good product generates customers, but a good brand creates advocates.