What is Brand Identity?& Key Elements to Develop Brand Identity

Last Updated on July 17, 2024 by DesignerPeople

What is the brand identity?

Brand identity is a set of the collection with elements which a brand build to portray its right impression and image to its audience. Brand identity is a set of visible aspects of a brand, which include design, colour, and logo, which will identify and distinguish the brand in consumers’ minds. Brand identity is distinct from the brand image.

When you introduce yourselves to someone, each one of us is having unique identities which makes us different compared to other people. Our name, external appearance, body language, personality makes us distinct. Same way even when a company or brand is representing itself, then it also has its brand identity, which shapes it as a company.

When we discuss specifically the food and beverage industry, then there are a massive number of new products which are introduced in the market almost every day. Hence they join the other existing thousands of products residing on shelves.

As per statistics every year, 95% of new products fail; hence it is essential to align with a strong brand identity which will act as a competitive advantage for brands in cut-throat competition. The sight of food is the best way to stimulate your appetite; hence it makes crucial when it comes to packaged food, the poor presentation will not be able to do justice to cut it. source

WHAT MAKES A STRONG FOOD AND BEVERAGE BRAND IDENTITY DESIGN?

The principle aim of food packaging is to protect product and packaging design should attract consumers. The packaging act as the role of salesperson first thing is to understand, “What is your product? How is it distinct from the competition in the market? Target audience? Company philosophy? Vision and mission?” The answer to this entire question set is food package design consistency with your brand identity a­nd guide packaging size, colour, shape, and materials.

Any new product which launches will require your packaging to communicate powerfully and clearly what your brand wants to talk is through the use of your company name, logo, and design.

THE BUILDING BLOCKS OF DESIGN:

1.TYPOGRAPHY

Typography is another crucial factor for visually communicating a mood and emotions. An old typewriter font type could make the project seem mature, formal and professional, while a simple, sans-serif font can make it look more towards the casual and approachable side.

Typography is not complete without a suitable font, which helps to convey intended emotions and meanings; it acquires favourable actions. Typography isn’t only about the fancy stuff you see on Pinterest, and it is also about how the text is placed at the bottom, back, front or side of packaging was paragraphs of information are well written and rendered.

It is a versatile design because not only does it help in conveying a message, but also makes words attractive. The style of typography also helps in understanding the personality of a food or beverage brand.

Example- The font style of chips brand Bingo will make feel the emotion of quirkiness.

2.COLOURS 

Colours display different emotions; feelings designers choose the colours that best match and the main objective of the project is if you’re making a logo for a food brand. Colour such as red is in maximum use because it is known to increase the hunger evoking the tastebuds. Yellow is an intense colour which seen in the food industry, which attracts intense emotion while grabs the attention. It is also known to convey feelings of happiness.

If you want to display yourself as modern or sophisticated, there’s nothing as classic and practical as black and purple which are known for being royal.

Check Successful Case Study of Space Branding

3.ILLUSTRATION

Brand illustrations act as an adaptable and effective way to develop a company’s visual brand. They are another powerful means of visual communication which are in demand for online UI. It introduces narrative elements to visible message and allows for subtler or complex emotion which is to be expressed. Let the ideas be more active and accessible by including human figures often in a light-hearted or whimsical way.

Images in an illustration system will help to share a unifying style and mood which will make them identifiable with the brand’s more full image and message, even as they represent different aspects of a service or product.

It increases the range and depth of messages a brand communicates visually about itself, from mission statements to practical product support, while strengthening brand image.

4.ICONOGRAPHY 

Managing a brand’s Iconography is a process of identifying, analyzing and optimizing the active elements to project the intended brand experience. Brand icons are the visual storyteller for a brand, and almost every successful brand is having one.

Iconography is essential to consider when you are using icons. Make sure the symbols that design should include a design system which fit for the purpose. Symbols which occupy a small space will need less detail than those used at larger scales. Consider the thickness or weightiness of your icons which should be stable or outlined? Are they for iOS or Android, or should they have their unique style?

5.PHOTOGRAPHY 

The high quality of photography will help to develop a sense of elegance and avoids the shabby looking texture. It also helps to draw attention to rich content while sustaining the rawness of textured effects. The high-resolution photography, along with the designer skills, will strengthen the ability to consider the formal relation of elements in image and composition.

In the food industry, it is all about displaying mouth-watering images; hence photos should be very realistic and tempting which should develop the craving. Photography enables you to better understand the impact of light and colour and the importance of texture.

Also Read : 10 Effective Branding Trends 2020

ELEMENTS OF BRAND IDENTITY 

1.LOGO

It acts as the visual identity for your brand, which can be in the form of a symbolic, wordmark or graphical or even combination depending upon its industry type is decided. Some brand goes ahead with wordmark types as their motive is towards more straightforward design projects that generally cost less. A well-crafted wordmark type will convey a sense of professionalism effectively, even without trying to visualize your brand.

Few such examples of wordmarks include CNN, Coca-Cola, and FedEx.

Ensure whichever logotype you select it should have an emotional appeal which will connect with your audience.

For example, Apple’s logo depicts the clean design that goes into their products.

2.WEBSITE

A website with excellent user experience is the best way to create your brand identity. A website with a clean design and compelling CTA will make people want to visit your site and get information which is needed. Place your logo strategically on your website, which will enhance your brand identity.

Easy navigation, fast loading pages, checkout and overall consistent with other brand identities will make your website stand it.

3.PACKAGING DESIGN 

Packaging Creates and Demonstrates Brand Identity – Creating a clear impression of a company and a product to a new customer. Packaging design plays a vital role in communicating a brand message through creative brand story and hence act as an essential brand identity. Packaging design will reflect the brand personality, emotion and resonates with your target group.

Package design will make your product gain a competitive advantage and stand out amongst the competition and on the store shelve.

Keep in mind that a business is faceless and generic; hence a creative packaging design with its vision, history, values, mission and personality will bring it into life.

4.BUSINESS CARD

A business card is the primary point of interaction between you and your brand. It is the first item potential customers receive from you, and it can leave a lasting impression. Of course, it needs to be sure that feeling is a good one. If your card looks outdated, then your business and brand will look antiquated, too. Business card design and print cards represent business and effectively communicate your brand message.

5.DIGITAL MARKETING

Determine the brand identity through digital marketing by creating a vision statement, build the strategic mission statement, assign brand personality and emotions, develop a brand positioning which will highlight the brand value proposition. Building a brand identity for your brand with Digital Marketing have made it possible when you act as a partner instead of as a salesperson.

6.BRAND COLLATERAL 

The collaterals products are visual or media which used to promote your brand. It can be from business card to brochures any point of contact you have between your potential clients and customers is always involved with collateral items.

The following are the common types of marketing collaterals such as sales presentation, web content, product datasheet, sales scripts. It provides valuable and crucial support to the sales and marketing of the products and services offered by the brand.

7.STATIONERY IDENTITY 

Stationery Designs are, in a real sense, your actually Brand Identity. Corporate collaborate with designers and request logo and website designs that are “innovative”, ‘unique’,” eye-catching” and “creative”. It’s time for the stationery design they are willing to work from templates and choose blindly. The corporate identity design includes paper, office supplies, writing equipment, letterheads, business cards, cases, and many others. The entire objective is to have beautiful branding throughout the company

8.MOVING TYPOGRAPHY Technically

Kinetic typography is a technique which allows mixing the emotion and content to express the ideas with the help of video animations. It is a strategy which will be a venture into an ultra-engaging kinetic pattern which will be in boom and the latest trend in the year 2020. Simple, clear and specific content with added motion will ensure engagement and grab the attention of customers. Not like plain and dull text documents, motion typography will enhance liberty to communicate as the appearance and motion can help to convey your message. Due to hectic lifestyles, people are not bothered to hold and read steady content; hence moving text will grab their attention and will act as one of the significant branding trends of the year 2020 and upcoming years.

9.VIRTUAL DESIGN

The year 2020 is all about new extensions and advances in AR, VR, zero-gravity layouts, surreal product photography, and virtual reality panorama. Giving consumers more options to try out and experience a brand brings exciting and potentially lucrative opportunities for forward-thinking businesses. The traditional design movements on as such logos, fonts and colour palettes will enhance with the strategy of 3D Graphics in mobile and web interfaces. Branding trends in 2020 will challenge designers to start thinking in the realms of augmented and virtual realities.

10.B2B BRANDING 

There will no longer be B2B business as traditional and boring marketing and branding activities. They now resonate with a younger and creative workforce which is raised on digital-first brands. With younger generations increasingly opting for more informal work sets ups, the B2B industry will require to think carefully about the messaging it uses to avoid sounding outdated and unappealing. The year 2020 will be about B2B brand venturing into branding and improving its brand identity in the market.

HOW TO GET THE BRAND DESIGN:

DIY (DO IT YOURSELF)

The essential step in doing it yourself (DIY) is understanding the clear brand purpose and its positioning. Understand target group, brand USP, competition analysis and brand personality to get started

Determine tagline and brand name

Design an effective logo depending upon the type of industry the kind of logo will be designed; there are various apps which will help to create a logo yourself.

Choose the correct and suitable typography, graphics, images and colour depending upon the emotion of brand. Maintain consistency while designing website and digital media marketing.

Example: website like canva,wix,logomaker

FREELANCERS LEVEL 

If you are planning to get brand identity design services from freelancer, then plan to hire a designer who is specialized in brand identity category and make sure he is not a web designer. Freelancer is one who will work 24 hours and not only 9-5 pm. They work alone, and there is no team with him, and hence it also acts drawback for them; there is no diverse culture of talent. At a time, they are working on multiple projects which lead to frustration and no new idea generations. Freelancers charge lesser overheads compared to any creative agency. Ranging from 4000 to 60000 INR depend upon the freelancer experience and exposure.

One of the key reasons to hire a freelance graphic designer. When working with freelancers, you may face various disruptions like an illness, lack of punctuality, the difference in time zones

He may not be aware of your industry’s trends, latest software updates and may work according to his perception of your business

DESIGN AGENCY LEVEL

Always remember the thumb rule of designing “the cost of bad designs will cost you at a much higher level compared to the getting it done at professional design agency”. Hence it’s always better to trust the large rating agencies that are having a good reputation and goodwill to depend upon.

The most significant and essential advantage of working with a design agency is that you have a team of professionals with a diverse skillset who will be ready to address you without getting frustrated.

Design agencies invest in the best software backed up with ethical and reliable security system. An efficient team of creative professionals, it is easier to take care of all your needs and requirements. The complete project is delivered by one side and hence, more consistent and polished. Hiring different freelancers doesn’t give you this consistency.

DesignerPeopleis a branding agency in delhi which will help you to gain a competitive advantage over others and increases the efficiency of your brand identities. If you are planning to stand out with your brand identities, contact us.

Agencies always invest in their customer service to deliver quality service to their clients with punctuality for 24/7.

Feedback patterns are used by most design agencies to deliver the most consistent and reliable support to their teams. Agencies will always have someone to take care of the work for you.

Author: Priyanka Thakkar

Passionate, adventurous and my never-ending learning approach lead me towards the world of content writing after working years in core marketing profile. My experience of working in world-famous MNC motivated me to understand the niche requirement of strategic words to communicate correctly about brand message towards people. My zeal in an informal way of writing articles allows anyone to enrich their knowledge in the world of branding, packaging and digital marketing. Being an MBA in Marketing and HR, my excellence lies in framing marketing strategies as well as relationship building. Do connect me personally my LinkedIn & I love to share my expertise with you.