Building a brand identity that makes a strong and long-lasting impression is one of the most valuable efforts you can undertake for your business. When you establish a clear identity, your brand gains a recognizable quality that can endure for long periods. Think of the Golden Arches of McDonald’s, the particular, stark shade of brown used by UPS, or the iconic font used in the Coca-Cola logo. This intersection of design and branding is what makes you memorable to the buying public—and makes everything you do recognizably your own.
From exploring opportunities to improve your logo design in Calgary to investigating different ways to represent your brand identity, this process holds immense value for your business. Where do you need to start?
Begin by Defining the Unique Aspects of Your Brand
Before you can zero in on a brand identity that represents the core elements of your corporate personality, you need to know what those elements are. What makes your business unique and special? What are the types of things you want to communicate to buyers? Distilling your mission and values into visual representations might seem like an abstract process, but you can communicate more with good design than you might think.
Investing in the Core Elements of Brand Identity Design
Once you’ve defined the key concepts you want to communicate, it’s time to begin selecting design elements that will convey the impression you have in mind. What are those elements?
- Fonts and typography. The wrong font selection can have a negative impact on your brand identity, making it look cheap or amateurish—but the right font applied with the right typographical design can produce results that accurately convey numerous attributes.
- Colour. Different colours can communicate many things, from elegance and luxury to fun and accessibility. Which is the best fit for your business?
- Shape. Think of the Nike swoosh or the arrow in the Amazon logo. Shape and form can communicate just as much as font and colour.
Applying Core Elements to the Broader Brand
Finally, it’s time to begin applying the building blocks of your brand identity to real-world applications. It’s important to consider that reinforcing your brand identity will strengthen the impression it makes—so your identity should come through clearly in everything, including:
- Logos. Remember, logos are one of the easiest ways for the public to remember your business and what it’s about—you must get this one right.
- Packaging. Unique packaging that reflects the elements of your identity can become a hallmark of your brand.
- Letterhead and emails. When you communicate, make sure it’s easy to recognize where it originated.
- Content and media. Consider how to extend your identity out of static spaces and into dynamic media, such as when you use motion graphics services to produce a promotional video.
Taking the First Steps Towards Making the Best Impression
Many elements make up a successful brand identity—but achieving that success can pay dividends for your business for many years. At Digital Lion, we make it our mission to help you unlock that success. With diverse skills in many areas of branding and marketing, we can help you define and refine your brand identity until it invokes exactly the feelings and ideas you most want to represent. See what’s possible with professional help when you connect with our team today.
Calgary-headquartered Digital Lion, with secondary locations in Edmonton and Ottawa, is a digital marketing and design agency built with a purpose and passion to partner with its clients and provide first-class Web Development, Graphic Design, Logo Design and Online Marketing services. We work with clients across Canada, as well as worldwide, and are focused on being environmentally friendly and giving back to charities that we are passionate about. Our mission is to “Design a Better World®.” Browse our website, follow our social media channels, and contact us anytime for more information on how we can customize a package that meets your needs and suits your style.
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