Ngày đăng: 22/04/2019
To know how to build a brand identity, you firstly need to understand the concept of brand identity.
A brand from any field or industry, whether a startup or corporation, needs to prepare a guide on how to use the brand image in publications. Specifically such as logos, envelopes, business cards, company profiles, web interfaces, etc.
Such documents are called a brand identity.
Through the brand identity, the personality and the message of the company are clearly communicated. In particular, the brand identity shows the brand image, bringing the most intuitive experience, attracting the attention of the target customers. This will help customers remember the brand image, and gradually identify the brand in the minds of customers, inculcate the habit of consumer behavior, and create a relationship between customers and brands. Normally, if you have a strong brand image, you can set a higher price for your product and spend less on marketing.
The brand identity is not only a collection of images and information about the brand representative, but also a guide for employees to use the brand correctly and convey the message of the brand. Specifically, it answers some important questions: Can the brand name reflect the nature of the product / service? Is it a right way to place and use the company’s logo? What are people allowed to say about the brand? What color and tone are used? What text representations should not be used?
It also serves as a guide for the design of any media or advertising publication. A complete, effective brand identity will show all the basic elements needed to create a company to disseminate information about the company – from allowed typefaces, to palettes, texts, tone, and describe the brand’s emotions.
The logo of a business is often considered the most important element of the brand’s image. Once you have the perfect logo, it’s equally important to use it to maintain consistency across all aspects. This ranges from logo placement to how colors are accepted in the media.
Besides the logo, businesses must also pay attention to a few other important visual elements that help create a “brand identity”. These are brand colors, brand typefaces and standard brand format templates. The development of these influential factors also makes the corporate image expressed through brand communication. You need to use your brand color not just for your logo, but for everything except for any other specific requirements. This means that brand colors are used for the background of text, advertising publications or packaging surfaces.
Logo is a symbol for customers to identify the brand but color is a sign to remind the brand. It’s not hard for us to think of green when looking for Grab, red when drinking Coca-cola, blue when buying things at Green Electronics. Creating a brand color in the minds of customers is an important auxiliary element to strengthen brand awareness among customers.
Most successful brands use only one or two typefaces in their communication activities.
Why should you use so few typefaces? The reality is that like a human voice, each typeface has its own “tone” and can convey a certain personality. There should be a style definition for each branding use including print and digital applications. The rules for the use of typography must be clear and distinct, the typefaces are acceptable, how they are used, and instructions for other design styles, sizes, and colors.
After you have understood what the brand identity concept is, you need to know the brand identity component includes:
Items in Brand Identity
Typically a brand identity consists of the following:
– Logo specifications and usage of the logo, typography, color scheme
– CIP set: Envelopes, Company Profile, Pens, Bags, Cups, Staff Cards, Name Cards, Letterhead and namecard, …
– Uniforms for staff
– Specifications for signage and outdoor advertising
– Design layouts and grids for print and web projects
– Manual documents
– Visual examples to support each rule (giving examples of appropriate and inappropriate use specifically)
