MAGAZINE navigation:

INFO

ISSUES [currently viewing]

AUTHORS

SEARCH

Currently viewing:

Issue 7 > Your brand identity is what differentiates your business in a cluttered market.

Your brand identity is what differentiates your business in a cluttered market.

Ken Peters explores some stuff which most people ignore to their detriment.

A well-designed brand identity is the most effective tool your business has for attracting attention, communicating with consumers, establishing emotional connections, creating desire, and eliciting action. Is your brand identity doing all of that for you?

First, what exactly is a 'brand'? It's much more than a flashy logo and a catchy slogan. Brands are composed of consumer touch-points, and the perceptions they create.

Every experience a person has with your company, products, or services, communicates a message establishing a perception that defines your brand.

A brand is as much the perception of beauty in an attractive marketing brochure, as the perceived ease of navigating a user-friendly website. It's as much the tangible perception of quality craftsmanship, as the intangible perception of friendly service.

Second, what is a 'brand identity'? Because we each view life through the lens of our individual experiences, perception can't be determined, only influenced. Influencing perception is the job of the brand identity.

A brand identity is the visual articulation of the perception you wish your brand to convey. Graphic design is the craft used to create the brand identity. Marketing disseminates the brand identity. Advertising promotes and sells the brand identity. Together, they work to create, retain, enhance, sustain, and when necessary, recreate, Brand perception—all in an effort to elicit the desired consumer action.

What are the top three mistakes businesses make when designing their brand identity?

1 Not working with professional graphic designers. Accessibility to computers, design software, fonts, etcetera, etcetera, has created a proliferation of 'off-the-shelf-graphic-gurus'.

But, knowing how to use Photoshop doesn't make someone a designer anymore than knowing how to scramble an egg makes someone a chef. Navigating the complexities and nuances of effective and compelling Identity design requires the acuity of trained, professional practitioners.

2 Cutting corners on quality. Graphic design, printing, photography, illustration, copywriting, materials, and overall consistency in visual tone and message each influence consumer perception.

Skimping on these could communicate a lack of quality that will reflect poorly on your brand. You might save pennies up front, but it'll cost you in the long run.

3 Not following through. Designing your identity is the first step, but it doesn't end there. Building brand equity takes time.

  next page »

Page  1  |  2  | all pages

« PREVIOUS ARTICLE  NEXT ARTICLE »

ISSUE 7 CONTENTS »

Currently viewing:

MAGAZINE > issues > 7 > Your brand identity is what differentiates your business in a cluttered market.