Branding: A guide to creating corporate identity

Welcome to the definitive guide to creating strong branding that fits the very fabric of your entrepreneurial dreams and visions. Sit back and relax as we unravel the mysteries behind the often overwhelmingly complex, multi-dimensional architecture often associated with brand identity.

After all, it is an attempt to give an idea or concept an identity, a personality, a soul that emits the core values and aspirations of an organization. In this fascinating article, we will break down the fundamentals and explore the power of branding, providing a solid foundation for you to start your own corporate branding journey in the hope of achieving global domination. So, without further ado, let’s begin. 

What is a brand?

Brands are the face of organizations and corporations distinguishing themselves in a broader market of free enterprise. They represent ideas and concepts whether they are for profit or not, and they are everywhere, bringing color, personality, and ideas into our ever-expanding landscape of business culture. 

It is a phenomenon that just keeps snowballing into something bigger and bigger as time goes on. Brands like Google, Coca-Cola, and RayBans have been carrying their message for generations with no sign of letting up, yet the impact they have on our lives is incalculable. 

One of the fundamental reasons for their everlasting presence is down to their brand image. A meticulously strategized look and personality that embeds itself into our psyche, promising us something, and if that something is truly exceptional, we get hooked. 

What is branding?

The branding definition, in its simplest form, takes part in the development phase of your business strategy that involves deciding its aesthetic looks, its personality, and how it represents itself on the world stage, using a combination of visual and descriptive elements. 

To fully understand what branding strategy is, think of your business as if it were a human. It has rights, a specific look, and, above all else, has a character that yearns to be popular. So, how do you create this personality? Just like Frankenstein and his monster, there are a few ingredients that need to be thrown in: 

Name

We often name things that mean something to us, be it a pet or even your car. It instantly changes that living organism or machine into an entity that we attach ourselves to. The same applies to business. As soon as you name your company, you can make contact with it, ask it questions, and solve its problems as if it were a living thing. Naming your company is naturally the first step into branding, essentially steering the course your branding journey takes. 

Logo

The logo is when things start getting a little creative. It provides a basis on which you can start to establish the specific look and feel of your business and acts as the focal point of your business identity. The company name is important, but your logo is essential in communicating on all fronts, from social media and websites to letterheads and business cards. Some trademarks go as far as including the name or abbreviation within the logo, and when done correctly, can intensify its impact.

Logos carry a deeper meaning than words can, using metaphoric visual language, familiar branding icons, or symbols that speak to us on another level. Check out the 10 golden rules of logo design for a more detailed look into logo creation.

Color scheme

We’ve all heard the term don’t judge a book by its cover. Well, that might work in the school playground, but here in the world of advertising, this couldn’t be further from the truth. The first thing that floods our synapses when observing incoming visual communication is color.

It pings into our subconscious like a vibrantly colored firework, setting off multiple signals in our brain that affects our moods, desires, and intentions, which in turn will directly impact the relationship between business and consumer. Color is a major step in the development of your brand, and you can take full advantage of these powerful elements by further understanding color psychology and the impact it has on your brand’s message.

Mission statement

When building your brand image, it helps to have a supporting clause or mission statement that supports in concise terms the intentions and objectives of the business. Not only does this allow organizations to show off a little charisma or charm, but it also gives consumers a chance to gain further insight into what it has to offer and what its core values are. Mission statements often accompany the company logo whenever possible, spreading its message far and wide on websites, social media, email marketing, and letterheads. 

Tone of voice

The tone of voice used in brand development can make a significant impact on how a brand is perceived by its audience. An influential and enthusiastic tone can evoke emotions in potential customers, while a punctual and knowledgeable tone can establish trust and credibility. Using a third-person tone can make a brand seem more professional and established, while a charismatic tone can seem more approachable and fun.

Regardless of the specific tone used, it’s important for brands to be consistent in their messaging in order to develop a strong and recognizable brand identity. So, whether it’s through advertising, social media, or customer interactions, the right tone of voice can make all the difference in building a successful brand.

Imagery

When words just won’t do, branding looks to imagery to fill in the gaps. Companies recognize the power of a single image in evoking emotions and creating a lasting impression in the minds of their audience.

A well-crafted visual, such as these branding images, can evoke feelings of joy, sadness, excitement, or trust, making the viewer connect with the brand on a personal level. This connection, in turn, leads to stronger brand loyalty and higher sales. However, not all companies choose to use imagery in their branding.

Some businesses opt for a minimalist approach, relying on simple logos or typography to convey their message. Regardless of their choice, it is undeniable that imagery has a powerful impact on branding and can shape the way consumers perceive a brand.

Combining these elements will ultimately form a strong brand that covers all forms of contemporary visual communication, essential for businesses that need to stay ahead of the game and look the part in a competitive market that is always evolving. Smaller businesses, who may not have the budget for a top notch design agency, check out this fantastic branding guide for small businesses. Maybe you won’t need any help after all!

Benefits of building a strong brand

A well-crafted brand establishes credibility and trust with customers, which can translate into improved loyalty and revenue. Building a consistent and recognizable brand identity across all channels of communication, whether it’s a website, social media, or in-store experience, ensures that the message is clear and consistent. By doing so, businesses have a better chance of influencing target audiences and making deeper connections with their customers. 

In today’s digital age, where consumers have endless choices, a well-defined brand identity is crucial to stand out amongst competitors. By embracing the power of an influential brand identity, businesses can create a lasting impact on their target audiences and establish themselves as industry leaders.

Steps to create awesome branding

With an understanding of what branding is, what’s needed to create a brand, and how beneficial branding can be, you can now put your creative skills and intellect to the test in creating your very own branded identity. Let’s follow these simple steps and see where it takes you.

1. Define your brand’s identity

Before creating any branding materials, it’s important to define your brand’s identity. The brand’s identity is the core of your brand and will dictate how it presents itself to the world. Start by answering these questions: 

• What is your brand’s name?
• What is your brand’s mission statement?
• What makes your brand unique?
• Who is your target audience?

Once you have answers to these questions, you can start to develop your brand’s identity.

2. Develop your brand’s visual identity

Your brand’s visual identity includes your logo, color palette, typography, and imagery. These elements will be the building blocks for all your branding materials. When developing your visual identity, make sure it aligns with your brand’s identity and appeals to your target audience. 

Branding templates are a great way to start the process, providing professionally designed templates for you to customize, adding in your own specific elements and adjusting the design to fit your brand’s look. They can also be a great source for inspiration, especially if you’re just coming out the starting block. 

To ensure that your visual identity is consistent, why not think about creating a brand style guide? This guide will act as a rulebook for your brand, making sure that all visual elements are used consistently. Check out these branding kits that do well to demonstrate the variety of branded materials. 

3. Create consistent branding materials

Consistency is key when it comes to branding. Your branding materials should have a consistent look and feel across all platforms. This includes business cards, social media profiles, website, packaging, and more. When creating branding materials, refer to your brand style guide to ensure consistency.

4. Ensure your brand is memorable

Creating a memorable brand is essential to making a lasting impression. One way to do this is by telling your brand’s story in a unique and engaging way. Use your brand’s values and personality to create a story that resonates with your target audience. This will help them remember your brand and what it stands for.

5. Engage with your audience

Your brand should always be telling a compelling story that resonates with your audience. Use social media platforms to engage with your audience and share your story. The more authentic and transparent you are with your brand, the more engaged your audience is likely to be.

How to brand your business across all channels of communication

Communication seems to always be on the move, so it’s important to keep up. And with innovations such as Artificial Intelligence and Virtual Reality right on our doorstep, you can bet that we are about to see yet another phase in how we communicate. However, for now things seem fairly solid with the current obvious methods of coms. These are as follows:

• Social media
• Websites
• Marketing material
• Business cards
• Video channels
• TV commercials
• Signage
• Radio advertising
• Online reviews

No matter what form of communication you choose to advertise your business, consistency and staying true to its mission statement is crucial in forming a coherent brand that stands strong in any situation. This is where your brand style guide will come into full effect. Brand guidelines are there to ensure that no matter where your brand ends up, it stays true to its established look and also acts to protect your brand from embarrassment. 

For any visual communication project, such as social media posts and reels, websites, and marketing materials, it is good practice to determine when and where branded elements are to be implemented.

A social media post for example, may only need an image accompanied with a splash of color and some text, all aligned with branding guidelines, of course! Creating such memorable posts can be achieved through using professionally composed branding mockups, where you can simply drop in your logo and mission statement.

Whenever a logo is applied, spacing and options for black or white backgrounds are crucial in making it stand out enough. All these decisions should be outlined in your style guide so third parties adhere to your brand’s official demeanor. 

Video projects can get a little more complex, as you’d expect. With a lot more visual cues and a narrative to keep under control, referring to the tone of voice and philosophy should be at the forefront of your director’s mind. And with thousands of quality-checked stock videos available, producing high impact commercials has never been so easy.

Methods, such as animation, and an introduction, and closing scene, will provide a stage for your vector logos, color schemes, and imagery to shine through, again referring to your style guide to keep all elements in order and your message conveyed accurately. 

Why is branding Important?

Brand identity influences the way people perceive your business. It is directly linked to customer experience, which shapes their opinion of your brand. Effective branding helps to establish trust and reliability with your customers, creating a sense of familiarity and helps them form an emotional connection to your business, fostering loyalty and repeat business.

Moreover, branding can influence new experiences by making them memorable. It creates a unique impression on your customers, encouraging them to return for more experiences. Effective branding can also set the tone for the entire customer journey, ensuring that every interaction is informed by your brand values and identity.

Branding is the tip of the sword when it comes to creativity, giving designers a chance to push boundaries far beyond what was thought possible, and with designers, agencies, marketers, and entrepreneurs all competing in this intellectual arena of pure creativity, it is a thrilling ride that has its moments of triumph and defeat. Now you know what is branding in business, it’s your turn to get out there and show the world what you are made of, expressing through vibrant colors, tones, and visuals for the rest of us to take in. All in accordance with your brand guidelines, of course. 😉