Your brand/ branding becomes synonymous with your business and it’s personality. Therefore careful consideration should always be taken when looking at values, mission, corporate colors and the application of all of the above. You only get one chance to make an impression in this fast paced modern day society, make it count!
When considering the context of business and branding, a company’s brand identity is what it says about who it is – the product or service it delivers, the quality it gives customers, its advantages over competing brands. There is, however, another consideration and that is the brand image in other words how the brand is perceived by the public. The challenge that many face is finding a safe space where both are able to function alongside each other or even better yet as one.
A negative gap between brand identity and brand image means there is room for conflict, misdirection, which often leads to gray areas and can have a negative impact on a company in the long term.
Ways to help make your brand identity successful:
– Quality logo design
– Proper use of logo variations (according to application)
– Color unification (Pantone’s)
– Consistent graphic style
You need only look to the big corporate brands such as Starbucks, Coca-Cola, Shoprite Checkers, Microsoft and Nike to see how effective branding can be when done correctly!