The truth of the matter is, there are no precise guidelines when it comes to building a great Brand. There are several elements that form successful Branding, and they all fit together like a puzzle.
We like to divide them into three parts:
Visual Elements for Successful Branding
The visual part of the brand identity is usually the first thing that people see. When something grabs our attention, we stop and take a closer look.
They say that you shouldn’t judge a movie by its Netflix thumbnail. But we always have an initial impression when we see something for the first time.
Here are 5 key deliverables of a well-designed visual identity. Moreover, they should successfully get across to potential consumers:
- Visually communicates the brand purpose and values
- Makes the brand stand out with a unique style
- Makes the brand easily recognisable
- It’s well set-up and pleasing to the eye
- It’s consistent across all products and channels
In the digital world, this includes the logo and the colours that represent the brand. Additionally, any other visual that brands might use across the web and social platforms.
And when it is done right, they can draw attention to your brand, and still lead the audience to pause and examine.
1. Brand Logo
McDonald’s does it with fries, Starbucks does it with mermaids, and Nike does it with a swoosh. Logos are a way for brands to mark their territory, to tag their content, and their products.
Depending on the type of brand, there are different logo design styles. Though they might work for different purposes. When you’re building a brand, you need to make sure that you design the right logotype for your project.
Logo design styles include:
- Word-mark logos
- Letter-mark logos
- Abstract logos
- Pictorial logos
- Mascot Logos
- Emblem logos
and any combination between them.
2. Brand Typography
Typography includes all the fonts that you use and the way that your text is stylised. Some brands, like Facebook or Coca Cola, do not have a logo. Instead, they use typography to express their visual identity.
Of course, typography does not stop at the logo. You should apply the same style to all the content that you publish, across all of your web and social platforms. It will make your brand even more recognisable by giving it more personality.
3. Brand Colours
It is proven many times over. Colours and different tones have an effect of our mood. Our decisions and even our perception of products and brands.
For example, we associate green with healthy products and food. Blue is often used with technology topics, pink is a colour widely used in baby products. Red is used with food and so on. Each colour has a meaning in the digital space, so choose the right colours for your brand.
Use your colours when you’re creating original content. Make sure you stay consistent across the platforms.
4. Brand Visual Style
When you combine these visual elements, your brand should have a unique style. The logo, the typography, the colours, the images, and other media that you use.
All the visual styles should complement each other. As a result, this is how original brand identities stand out.
A unique visual identity can make your brand more memorable. Furthermore, a brand can visually express its identity, purpose, and intent.
The visual elements can include icons, data presentations, photos, videos, motion graphics etc.
Story Elements for Successful Branding
Once the audience has analysed the visual surface of your brand. If they like what they see, the next step would be to learn more about your purpose.
There are many, many digital brands out here. So naturally, we’ve started to pick and choose what we follow, use, and support.
It is important for your followers to connect with your purpose too. And so, we’ve evolved to always look for a bigger meaning behind the things we choose to do.
Often, these things wake up emotions within us like happiness, belonging, acceptance etc.
The brands that we use and support can even represent a certain social status. Hence, the most obvious example here would be designer brands.
So don’t just make your brand look cool or pretty, make sure you look deeper for a purpose worthy of a following.
If you want to successfully communicate the meaning behind your brand. Create a mission and a vision statement for the public.
5. Brand Mission
The mission part outlines your purpose, and who you are. Think of it as a description of what you do, and what your brand stands for.
The mission and vision statements can change over time. But you always need something that describes the purpose at this moment.
6. Brand Vision
The vision part defines your aim for the future. Vision is everything that you’re working towards and all the goals you’re trying to achieve.
It will remind everyone that is a part of your brand in some way of what you’re working for. Your vision will keep motivating you to accomplish what you set out to do when you started your business.
Take a look at the mission and vision statements of Apple as an example.
7. Brand Story
The story behind the brand is another way to describe the purpose of your project. This works best for local brands, small businesses and community-driven organisations.
An interesting story always hides behind the brand, and thus, if you have one you should tell it to the world.
Value Elements for Successful Branding
The last, but most important thing on the list is the value that a brand provides. That is the thing that will make people stay, and come back for more next time.
Nice looking things catch our attention. The purpose behind them drives us to purchase. But the value that we get in exchange is the thing that makes us loyal supporters.
We appreciate good products. We use them again and again. As a matter of fact, we even become brand ambassadors ourselves.
The value should be considered as something a brand provides in return for the attention of the crowd. With this in mind, the more value you provide, the more your brand will be worth it.
8. Value Proposition
Think of the end result that people will experience when they use your product or service. There are many products that can produce the same result.
The most successful brands are the ones that stand out from the crowd.
That is why a company like Apple dominates the phone market. People prefer the iPhone because it is hard to match their abilities.
Apple followers are usually devoted fans. Not to mention, they will get the next generation of the phone without thinking.
9. Successful Branding Content
With the broad use of technology and the increase of information consumption. In fact, we are all familiar with the term content.
You can listen to it on your way to work. It is on TV while you’re chilling at home, your friends send it to you, and you’re reading it right now.
It seems like everyone needs to produce content these days. As a result, it has become the norm for brands, professionals, and even regular people.
Content is there to entertain your customers. Accordingly, support them on their journey and help them solve their pain points.
10. Successful Branding Strategy
Your strategy is a game plan for always bringing in new people and growing your brand.
It can include aspects such as:
- Marketing Goals and Strategy
- Target Consumer Profiles
- Business Model Plan
It sets the direction in which the brand will move. In order to improve the long-term positioning and credibility of the brand.
If you already have your brand up and running, consider using the right tools to grow your customer base.
What to do next for Successful Branding?
If you don’t have everything figured out yet, don’t worry. Branding is a process and not a destination.
You can check out our other guides on Branding.
If you need help with your Branding, creating your Brand Strategy to the Brand Identity elements. Contact us for a free consultation. You can also reach us by Phone, Email, WhatsApp and Facebook Messenger.
We’d love to help you identify and share your story!