Many business owners know that their brand image in customers’ minds is valuable. By creating a recognisable, trustworthy and consistent image, they can earn attention and loyalty. Without differentiation, customers may simply choose competitors. When most people think of a “brand”, the first thing that comes to mind is a logo.
While a logo is indeed a key element and often the most direct visual connection to a company, branding involves much more than that.
What is branding?
Branding is the active process of shaping how consumers perceive your business. It is the message your company communicates, and what people hold in mind when they hear your name. In essence, branding is the process of building a distinct and memorable identity for your business, products, or services in the minds of consumers, and the strategy behind developing your overall image.
What is corporate identity?
Behind a logo or any graphic element lies the philosophy of a company. Corporate identity is the visual expression of an intangible idea, the “philosophy of your company”. Corporate identity design is closely connected to graphic design and requires experience, inspiration and originality, so that your company’s philosophy is communicated effectively through its visual elements.
More specifically, corporate identity refers to the tangible elements that make your business look and sound a certain way.
What does corporate identity include?
- The logo, which consists of 4 elements:
- Name (with tagline or slogan)
- Mark (a symbol or graphic element)
- Typeface (for the name or subtitle)
- Colours (for the mark, the name, and background)
- Typography, meaning the brand typeface family with all its weights, used consistently across everything: business cards, signage, printed materials, the website, social media, and more.
- Colour palette, made up of the logo colours plus a few complementary colours.
- Language style and tone, meaning the way your content (copywriting) communicates to the viewer or customer (for example: informal vs formal voice, first vs second person, active vs passive voice).
For a corporate identity to be successful, it should be memorable and communicate your goals and your story clearly. It should also create a positive feeling that makes people want to continue engaging with your brand. A well-structured corporate identity can be a powerful tool, as long as you are willing to invest in it.
