Brand identity includes logos, typography, colors, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home
Clear brand purpose and positioning
The first part of establishing a brand identity is determining what your purpose and positioning is. The brand purpose is the big reason for your existence. Brand positioning is the naming of who your product is for and why your product is a better option than the competitors. Defining these will inform your strategy as you create a logo, decide on a color palette, etc. A process called Purpose, Position, and Personality is useful for answering these questions
Extensive market research
A brand’s purpose and positioning can be informed, at least in part, by market and customer research. To understand the cultural tension described in the previous section, research is crucial. For beginners to market research, there is a wealth of content online to help.
One of the best ways to conduct market research is to simply talk to people. Phone interviews allow for detailed discussions and place a helpful emphasis on the human element of research—an element that’s essential if you want to make an emotional appeal to customers.
Logo which easy to remember
Which came first—the logo or the brand? It’s difficult to say, because logos and brands are constantly being refined and adjusted, but by and large, a clear brand should come first, followed by a logo that matches, compliments, and enhances that brand.
Your logo is central to your brand identity design. It’s the piece of your brand identity that people will be exposed to the most. It needs to line up with all the other elements of your brand identity, as well as the broader emotional appeal of your brand.
Color palette that is attractive
Related to logo design is the color palette. This should also be simple, with only 1 to 3 primary colors (though Google got away with 4). Knowing a bit about the emotions conveyed by certain colors can help you select the right ones.
A lot of color psychology is intuitive, like blue expressing calm and red and yellow expressing passion and energy. Depending on the tint or shade of a color you use, that emotion can be adjusted. A tint is the color mixed with white, making it lighter, and a shade is the color mixed with black, making it darker. A lighter tint of blue conveys tranquility, while a darker shade of blue often conveys trust, an effect that many banks use in their color schemes
On-brand supporting graphics
Since we live in a multimedia world, the final step in creating a brand identity is an extended visual language, with supporting graphics, icons, and photographs. Take a look at Google’s Visual Assets Guidelines to see how they carefully explain their take on icon design.