Good brand identity design is the process of creating a unique, identifiable and cohesive visual identity system that clearly and succinctly communicates the why, what and how of your business. It is beautiful and functional, visually ‘stand-out’ and communicates with clarity.
We need to make it make sense. For you and for your customer.
Consumer attention span is short in the over-stimulated, tech heavy world of 2024. Which means you must communicate what you do, and what positives you bring to the life of your consumer, pretty darn clearly and succinctly. No one’s got time to hang around deciphering what you’re trying to tell them.
A good brand identity design communicates the right thing to the right people.
It takes good creative eyes AND a strategic mind to develop a brand identity system that visually stands out in a crowded market, successfully communicates your brand message and builds bonds with your audience.
Where to start with your brand strategy?
Why you exist. Like, really, why?
Customers increasingly align with brands that really stand for something and have a positive societal or cultural impact. It’s important to consider your brand's part in this to help define the bigger purpose that sits at the core of what you do. Ask yourself/your team;
What is the deeper meaning behind your brand & why it exists?
How does it positively impact the world or make society a better place?
The answers to these questions will help define your ‘why’. See it as your brand’s ‘spiritual guide’ and place it at the epicentre of everything you do.
How do you stand out?
Now you need to work out how it is you deliver your products or services in a way that differentiates you from others in the market. We’re here to stand out, not to blend in; define what makes you different.
How are you changing things up for the consumer?
What problem are you solving and why is your solution the best?
Call it your USP, your differentiator, just define it well!
The what.
This is the more straightforward bit.
Define what you actually deliver in layman's terms; your products or services. Make it CRYSTAL clear. Be sure this isn’t just serving you in the short-term, does it cover where you want to be in 5 years time too?
Who is your brand identity trying to reach? And why will they listen?
Two pretty big questions in one tbh. Define your audience, those perfect customers you’re looking to reach. Think about how that customer interacts with the world around them. How will you make genuine connections with them through the ways in which you communicate.
Brand personality
Sum up in a few words how you’d want that ideal customer to describe you and really take some time to brainstorm this. Strip back to the few words that really communicate what you represent as a brand and how you to want to be perceived. Avoid generic bullsh*t, this needs to really mean something. Your brand personality will help inform the way you communicate & connect with your audience and will guide your tone of voice.
All good brand identity design starts with solid foundations.
Take the time to develop your brand strategy and foundations. Then start on logo design and colour combinations. This is a crucial step that will strategically guide the design direction, drive clear and consistent communications with your audience, and give you the clarity of a ‘bigger picture’ in-house that will help you stay on course and make good on-brand decisions whilst growing your business.
Get in touch if you wish to discuss developing your strategy and stand-out brand identity with LULACREATES™.
Looking for a brand identity package more suitable for early-stage founder and business owners, take a look at the LULACREATES™ Brand Sprint. A lean yet strategic brand identity package that makes ZERO compromise on good design.