What comes to your mind when someone says “toothpaste”? If you are an Indian, then most likely “Colgate.” What comes to your mind when someone says a “photocopy” machine? The answer is probably going to be a “Xerox” machine.
These are some compelling examples of “brand identity.” These case studies show us the impact of how a brand identity shapes the mind and behavior of consumers. The above-given examples are success stories in the world of branding, according to an ad agency in Pune.
First, We will see what is brand identity?
A brand identity is a complex, multi-layered concept. It consists of the visual palette, i.e. the logo, the color scheme of the brand and the typography used. It also includes the values of the brand, what message the brand wants to send and how it wants consumers to perceive it.
A lot of companies hire brand identity designers to help them create a unique narrative about their brand, explained an advertising agency in Pune.
What Elements Make Your Brand Identity Unique?
Colors play a very important role in human psychology. Specific colors make us feel warm, happy, some trigger anger while some trigger peace. Choosing the right colors is the first concrete step in creating a brand identity, explained one of the best ad agencies in Pune.
- Color Scheme
Graphic designers spend a lot of time with clients in understanding the core values of the organization, to find the right colors.
The color scheme will be seen everywhere in the company. It will be on the website, the visiting cards, social media platforms, logos, letterheads, and branded documents.
It will also be visible on the advertising and merchandising stuff of the company. A color scheme once was chosen needs to be consistently used throughout the organization.
The logo is often referred to as the face of the company. Take a brand identity example; if someone talks about an Audi car, we can immediately picture the four rings that are its logo.
A logo is perhaps the most vital element of brand identity. It is the defining image of the company. A logo has to be unique, to be impactful. If the logo is an imitation or a copy, then it will hurt the reputation of the company.
Brand identity designers spend hours in developing the perfect logo for their clients, stated an ad agency in Pune. the logo captures the vision of the company, and what the company produces within a picture.
The picture is a mix of shapes, imagery, and text. The logo of a company is flashed on every official surface and hence needs to be well thought out. The English proverb “a picture is worth a thousand words” is perfectly applicable to logos.
Typography is the art of lettering. It is a general assumption that typography merely means picking out a font. Fonts define how humans perceive the words written. Brand identity and brand image are dependent on good typography.
The typography needs to be in sync with the color scheme and the logo and other visual aspects of branding.
The font which you choose for your brand should be used consistently across all mediums to enhance the user experience.
A right font makes the brand approachable and memorable for the customer, according to an advertising agency in Pune.
Apart from the font, there also needs to be a clearly defined hierarchy in the font sizes. The company needs to provide guidelines such as where to use a large font size, where to highlight words and what font colors they can use.
Two important aspects fall under the language section. One is the literal language of business. The second is the tone in which the language is used to communicate.
Brand identity is dependent on the language. Choosing the language of business is simple. Just ask yourself, “what language do my consumers speak?”, “what language do my employees use to communicate?” once you have these answers you know which is the language of your business.
It might be a little complicated for you if you are an Indian company. Indian has over 18 official languages. So, you can then choose to diversify your brand identity into multiple languages for better outreach and connectivity.
Most Indian companies use at least two languages, one is English and the second is the dominant local language (Hindi, Marathi, Tamil, etc.).
The second aspect is the tone of the language. Depending on your brand and its target audience, your tone can be identified. For example, if you are a soft drink brand, you would prefer a youthful tone with slangs incorporated in it.
But if you are an insurance company, you would prefer a more formal tone, which will connect better with a working professional. Thus, according to one of the best ad agencies in Pune, the tone of the language also matters when constructing a brand identity.
Brand identity is very important in the age of internet and social media. It defines the company and makes it easier for the consumers to identify your brand even when there is high competition.