Brand Identity Outside of Graphic Design

Brand Identity Outside of Graphic Design

In this post I want to discuss with you, how to build a brand identity outside of Graphic Design. Graphic Design is the obvious part to branding but there is so much more and many different levels to consider. Only once you know the full picture can you revert back to the design elements.

First of all, there are a few features to consider when building a brand identity. Namely, knowing your USP or unique selling point, it’s the thing that sets your company apart and makes you different from your competitors. In the same breath it has to be a difference that your clients will actually benefit from – not the fact you eat hot dogs for breakfast in clogs!

The next would be naming and messaging which are both really forms of messaging, as your name should be the singular message that people are going to catch right from the beginning. While the messaging could be a brand driver or slogan, some form of secondary messaging that further explains the name and culture of your brand. This would usually be anything that your communicating in a text format to your consumer or clients.

Logo and visuals also need to be tide into that same identity while there’s other style elements to be used and complete the overall look, feel, sound, editorial voice that comes across to the customer.

Other than those well known core elements we have the applications of your brand identity and where you would find this. If you’re building an identity for your business, obviously you’re going to have a logo and visual elements to get your customer dialled in to your company. But don’t forget there’s also a stickiness that comes with your brand when you also brand your products, giving them specific sub-logos, names and even trademarks. Keep in mind that your products might spin off and become their own entities or even projects that you pursue in the future.

Also, consider your services and how you can draw a dotted line around ‘packaged services.’ Their things you offer customers and can well become products or brands in there own right. You might have to consider other features within these services too.

Don’t forget that key people are also part of your brand and need to be concurrent with the overall brand messaging. For example; if I say ‘Apple’ you understand that’s a company, if I say ‘iPhone’ you understand that’s a product and if I say ‘Siri’ you know that’s a feature. To Apple’s credit they have managed to establish brands on many levels, even to the point that Steve Jobs being a key figure within this group of people (aka a company) concurs with the ret of Apple’s think different / revolutionary message.




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