Developing a brand identity is one of the most important steps to creating your brand. Brand identity is the look, feel, and emotion of your brand — the heart and soul. Having a great brand identity will help you stand out from the millions of other brands out there. When you have a brand that stands out, people will remember you and keep on coming back! It is also important to have consistency throughout your brand, as developing a brand identity will foster a consistent message, look, and feel that will be portrayed across all marketing materials. Remember; Every. Detail. Matters!
5 essential brand identity elements
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- Logo
- Your logo is the center of your brand identity. This is the mark that will be on every single marketing material from business cards, postcards, your website – all the way to pens, bags, and other promotional products. It is very important to create a logo that portrays the emotion of your brand identity.
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- Color
- Choose a color palette to represent your brand is crucial. Typically, a color palette consists of about 2 or 3 colors complimenting colors. It is also great to have options for secondary colors. You need to include RGB and CMYK color codes to ensure all colors are consistent. Specific colors portray different emotions and feelings; it is crucial to choose the right colors that are cohesive with the feeling of your brand.
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- Typography
- To create a consistent brand identity across all platforms it is very important to choose specific typefaces to use on all marketing materials. There are hundreds and thousands of typefaces to choose from and it is very important to have the correct typeface that represents the emotion you want to portray.
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- Patterns/Supporting Elements
- It is very helpful to build a library of design elements to support your brand. Things such as graphic patterns, textures, shapes, and text lockups that compliment your brand are critical in creating a strong and consistent brand presence!
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- Brand Photography
- To make an impact with your brand identity, you will need to stand out with your brand photography. Imagery is a great way to do this! Whether you choose to use stock photos, do a professional photoshoot, or take candid photos, all brand imagery should have a consistent look.