Brand Identity

What is brand identity?

Brand identity is the way a business expresses it’s brand externally to the world. A brand’s identity is a unique identifier that enables a customer or potential customer to recognise and differentiate one brand from another. A brands identity can range from its name through to its visual identifiers such as a customised typography, a unique symbol, distinct colours etc. Your brand identity needs to be aligned to your overall business strategy as well as your brand strategy and your vision.

A truly unique meaningful identity can only be created by a process that addresses and utilises both investigative and intuitive approaches to the design and development of your brand identity.

Brand Art brand identity services:

Our Brand Identity services range from: business naming, brand naming, logo design – corporate identity; marketing slogans/ marketing taglines; website design, email banners, signage, stationery design; product packaging design; brand architecture design; as well as the development of your brand standards & guidelines for the usage of your brand (Documentation or a manual that outlines the do's and don'ts of the usage of your brand, across a wide range of applications and brand identity research & testing.

What brand identity can do for your business:

• Helps to express to your customers and target customers the kind of organisation that you are
• Helps differentiate you from your competitors
• Reassures your customers that you are who you say you are
• Brand identity that creates the correct emotional impact can create loyal customers
• Connects your organisation to particular images & ideas in the mind of the consumer
• Provides consistency across various communication channels
• Makes it easy for customers to easily recognise you and as such buy from you

In order to create a brand identity that is powerful, sustainable and creates the right image & the right kind of impact for a business, a business needs to have a clear understanding about who they are and what they stand for, prior to the commencement of any brand identity design, as can be seen within the following diagram.

So that a business’s brand identity aligns to its overall business strategy, its culture & values and also resonates with its target market, a business has to have a clear understanding about who it is, what it does, its value proposition as well as its unique selling proposition (usp) prior to commencing the design and development of its brand identity.