branding

A brand is like a house; it should be built on a solid foundation. First, you need to know who you are: What’s your personality? What do you care about? What do you do? How do you talk about what you do?

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Good branding is ultimately about good communication. To make sure your visual output aligns with your brand values, reflects your personality, and communicates your total brand story, you need to have an intimate understanding of your brand.  

Building a brand identity is all about differentiation: making your brand visible, relevant, and unique. Thus, it’s crucial to understand not just who your competition is but how your brand compares in terms of your visual presentation. 

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Design can be incredibly subjective. Colors that convey power and strength to one person may be perceived totally differently by others. Even the vocabulary you use to describe your brand can be interpreted differently across your team. 

Start with a creative brief that details the pertinent info you need to keep your team on the same page—and ensure you create an identity that aligns to your brand goals.  

A brand identity is an intricate design system. Each element influences the other, but it starts with your logo. A strong logo captures the essence of your brand, helping you make your mark (literally) in the world.

Once you have a solid logo, you can explore your color palette. Color is a great tool to differentiate your brand from competitors, but know that color can also elicit strong emotions, so choose wisely. 

Every visual element in your identity should contribute to a cohesive visual language, and thus each should complement the other. This is particularly true of typography, which should be informed by the shape of your logo. 

Every brand’s needs are different, so you may or may not need to design a comprehensive identity. That said, consider your brand’s future needs. If you are planning to experiment with different types of content, make sure you include those elements in your identity. 

The only thing more heartbreaking than a poorly designed brand identity is a beautifully designed identity that is never used or used incorrectly. A brand style guide is the savior here—if it’s crafted the right way.