By Anne von Loebbecke / March 2023
BRAND IDENTITY - MORE THAN A LOGO
When people think about brand identity, almost everyone immediately thinks about a brand’s logo. But a logo is just one element in a brand’s toolbox to express & convey its identity. There are other design elements created to showcase the brand’s identity.
But before digging a little bit more into those elements, we need to acknowledge that brand identity is often an overlooked part of marketing. I found myself in situations, where entrepreneurs underestimated the importance of expressing the company’s values & purpose through a distinct look & feel. This neglects the emotional relationship that the strongest brands like Apple or Nike have established with their consumers over decades.
Of course I know, that brands first need to build equity with their consumer audience before brand loyalty & lasting relationships can occur, but it all starts with having a strong visual language that conveys the brand’s purpose, mission & image.
Don’t leave it for later, and embrace the identity building now, then once consumers have an impression of your brand, no matter if it’s good or bad, it’s very hard to change that impression & perception. And yes, it may not have an immediate impact or payoff, but the benefits & advantages in the long run are undeniable.
“YOUR BRAND IDENTITY SHOULD BE AS DISTINCTIVE AS A SIGNATURE”
Greg Hoffman
As Greg Hoffman eluted to brand identity as a signature, your consumers must immediately recognise that certain identity signals belong to your brand’s values & purpose as well as your unique sweet spot that sets you apart from any competition.
As stated, we need to move beyond the constrain definition of identity being a logo & embrace a broader view. Does your brand have a personality that reflects the identity or showcases characteristics? Does your brand tells a story? Does your brand have a mission statement or written communication?
Let’s use a metaphor to describe brand identity. Brand Identity is your brand’s frame & no matter what you are going to do, the frame should create recognition, should tell consumers the story, that this picture belongs to your brand. Be careful, your frame should never overshadow the story & the picture itself. And yes the frame can differ & doesn’t have to be always identical. Just make sure that your frames are similar, similar in the sort of shape, color & style, so consumers directly relate it back to your brand.
“A GREAT IMAGE CAN HAVE THE POWER OF THE MOST ELABORATE MOVIE SET, ALL BROUGHT TOGETHER IN A MOMENT ”
Heather Amuny-Dey
A recognisable brand frame needs to be filled with your brand picture, building an emotive world of images that are full of imagination, metaphors & emotions that create desire & needs, that communicate your brand’s sweet spot in a distinct way. Images are so much more than images, they tell stories, they reflect your values & what you stand for, they embody a single moment in time and ultimately contribute to your overall brand. Images have the power to connect with your consumers emotionally, make them feel & seen as long as they spark & speak authenticity.
I mentioned metaphors as a way to express an image. Specifically if you have an innovative product or brand that’s hard to grasp for consumers. Metaphors can help you to make it more relatable & tangible. The sports industry has used metaphors a lot to showcase speed, Nike for example uses the cheetah in relation to one of their football boots. But like with everything, don’t overuse metaphors as a stylistic element within your brand identity, as it can easily become goofy.
“I DON’T DESIGN PRODUCTS, I DESIGN DREAMS ”
Ralph Lauren
When we talk about brand identity, we can’t forget about the importance of the environment, physical or digital. There is no better way to engage consumers with your brand than in space that provides an experience in which your consumer can see, hear, feel & touch your brand. It’s like taking your consumer on journey & immerse them into an experience that rather feels like a movie in which they walk through different scenes and explore & unfold every time more about you & your brand’s values & purpose. The big brands obsess every little detail in their space - from the store colors, the display look & feel, the accessories, the smell and even the material that’s been used, every details demonstrates a little bit more of your brand & identity.
“MAKE IT SIMPLE AS POSSIBLE. BUT NOT SIMPLER ”
Albert Einstein
Even if it’s important that you obsess every little detail & even make the last percents count to provide a constant brand expression that tells your consumers more about your brand & story, don’t get lost in translation. It’s hard to keep it simple as we are tend to overthink & overdesign everything to meet our consumers expectations every time again. But sometimes, it’s good to keep it simple & stick to what comes to your mind first.
Develop your signature, your brand identity now, and grow it over time. Allow your consumers to feel your brand & show them everything you do, is truly you & not any other brand out there.
SUMMARY
More than a logo - your logo is your signature. Get it right & it will be able to create consumer’s lifelong aspirations
Create a recognisable frame - establish a strong & recognisable brand frame. The brand foundation is a stage for the stories you want to tell. The stronger the frame, the more powerful your stories will become
Showcase distinction - combine the power of culture & performance and you will create a point of distinction
Provide deeper meaning - Have consumers discover & experience different layers of your brand. The closer consumers get, the deeper their connection & relationship with your brand will be
Set the scene - build immersive experiences that engage all senses & tell a story consumers can relate to & identify with
Simplify - focus on what matters most. you will be remembered for what you say & what you don’t say
Obsess every percent - make even the smallest detail meet the highest standard. Every detail is an opportunity to tell consumers more about your brand & your story
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