Your brand can be one of the most valuable assets to your business. At its heart, it defines the personality and visual character of your company. It is the face by which all of your customers relate to your business and it’s the primary way in which they’ll remember you.
A brand can serve several purposes and can have many different strategies depending on the business and this can be realized through a multitude of ways. There are, however, several core components to any brand.
Perhaps the recognizable part of a brand is the quintessential logo. The logo has been a staple of branding for over a century now.
The origins of the logo have multiple roots dating back centuries in the branding of livestock, the seals of royalty, and the early trademarks of artists. The modern-day logo has only come recently toward the end of the 19th century, as the industrial revolution brought companies and products to a national level that required a visual identity and advertising strategy to compete with local products.
Today, logos are the centerpiece of a brand, functioning as the condensed version of the brand’s character, message, and identity. Great logos are easy to remember and recognize, iconic, and reflect the character of the brand as efficiently as possible.
Type plays an important part in a brand identity. Typography can convey a significant amount of character and tone, which is important for defining the identity of your brand.
Type can ultimately define your voice. Is the tone formal or informal? Modern or traditional? Is your voice happy and vibrant or sober and clinical? It is important to take great care in selecting a typeface or system of typefaces that accurately reflects the voice of your brand.
Another crucial element to branding is color. Color is a very powerful tool for communicating complex messages simply. It is also the very first thing someone will notice. Before someone has read a single word, they will have seen the color.
Colors are very often associated with strong emotions and ideas. Taking advantage of these associations can help your brand express its message more effectively. These aren’t fixed rules but instead are cultural tendencies to be aware of. Here are some examples of those associations:
Not all brand elements are visual. Your tagline can speak volumes about your brand values and message in a condensed form.
In many ways, taglines function like mini mission statements. They’re meant to be easily digestible nuggets of your brand’s message that will stick in someone’s mind when they remember your brand.
The most important elements of a great tagline are:
- Easy to remember
- Helps the brand stand out
- Highlights a benefit
- Contains a positive message
Here are some examples of great company taglines:
Just Do It – Nike
Think Different – Apple
A Diamond is Forever – De Beers
You’re in Good Hands – Allstate
Have it Your Way – Burger King
America Runs on Dunkin – Dunkin’ Donuts
Because You’re Worth It – L’Oréal
I’m Lovin’ It – McDonald’s
Imagination at Work – General Electric
The Quicker Picker Upper – Bounty
It’s the Real Thing – Coca Cola
Today, brands are becoming more and more recognized as a valuable asset to a company or organization and it is critical to maintain a cohesive and effective brand. Markets change quickly as well so it is critical to make sure your branding is up-to-date and still effective in today’s landscape of advertising and customer relations.
If you are looking for a new brand, or to update an existing one, we would love to share with you our expertise and professional experience with branding and visual identity. Even if you would just like an evaluation of your brand, reach out to us and we’d love to help you define your brand and bring it to the next level.
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