Your brand identity speaks louder than anything in your business. It sums up everything that your business stands for and is a direct window for your potential customers to work out what you do, how you do it and whether your product or service is right for them.
Yes, people do judge a book by its cover—especially when the digital age allows them to research and evaluate before you get the opportunity to even say hello to them.
Your brand identity creates a perception. It reflects a mood, how much you’re going to charge and even whether you’re approachable or not. Not only is the design of your logo important, but so is every other communicating aspect of your business that is client facing.
The perception of a brand
As an example, let’s look at the below skincare company. The ‘Skin Drink’ logo is clean and allows the consumer to easily identify the business and its products. While this is fantastic, what about the overall brand?
Take these 4 x magazine ads. They all have the same information contained on the page – but they all convey completely different messages.
See how you can easily change the perception of your brand by changing the graphical elements?
Image 1. Edgy & rough, yet the colours and composition balance it out with style.
Image 2. Arty & free - composed by a relaxed feminine character.
Image 3. Bright & tropical, creating a fun yet clean image.
Image 4. Flirty & elegant. Sunny and floral, evoking emotion.
The typical Skin Drink client would be:
- Female aged 21 – 45.
- Enjoy going out / nightlife
- They have an expendable income
- Value looking and feeling great
If you were the brand manager of Skin Drink, what image would you choose?
Helping to choose your ‘image’
Think about your business and how your brand identity sums up what you do and how you do it. Put your best foot forward and reach out to your potential clients. What do they look like? What do they do? What do they need from you? How can you help them?
You don’t need to be a multi-million dollar business to have a great brand. Align your brand with your target market and don’t be afraid to change it up. Logos and designs evolve, just like we do.