Branding your business properly can make all the difference in whether you see success, so it’s important to know what you should consider when building your brand identity from scratch or overhauling an existing one.
Consumers are becoming increasingly discerning when it comes to the brands they choose to patronize and support. A brand’s logo, font, and color scheme can significantly impact how an individual feels about a company and how likely they will be to purchase from that company in the future.
Why Your Company Needs To Have A Cohesive Brand
It’s important to remember that your logo is a visual representation of your brand. So whether you create a new logo or choose to redesign an existing one, you must use a design that conveys a consistent message about your company.
I always ask my clients, “what do you want people to feel like when they experience your brand?”.
When you answer that question, you have to visualize what that looks like.
Is it soft, feminine, or neutral? Or is it bold, colorful, and bright?
Think about how customers feel when they are coming to you, why they are coming to you, and how you want them to feel as a result of having experienced you and your brand.
How Do You Create Consistent Branding
There’s a lot to consider when it comes to branding your company.
A logo or color palette can't create an effective visual message on its own. They actually need to come together seamlessly to form a whole picture. And while you don’t want to spend too much time on logo design, there are other things you can do to ensure that your brand is consistent and memorable.
Create logo variations that are noticeable and consistent. Have more than one size of your logo so it can be used in different places appropriately.
Define your brand colors. Create a color palette of about 3-6 colors that you use consistently. And use only those colors when creating anything that represents or relates to your brand.
Define your fonts. This is most important for your website. Nevertheless, there should be consistency across your digital and print media.
The Importance of Recognizable Logos
What’s in a logo?
It can be a lot of things.
A good logo is easily recognizable, and creates brand awareness for your company or product.
But your logo isn’t just about standing out from other brands – it should also represent your business or organization.
That sounds simple enough, but creating a logo that meets all these requirements can be difficult without professional help.
Here are some things to consider when hiring a designer to create your company’s logo:
- Is the design professional-looking? You want people to take you seriously as a new business, so you need a logo that projects an air of professionalism.
- Does the design match your target audience? Your target audience will have an idea about what they think your logo should look like, so make sure the finished product matches their expectations.
- Does the design reflect your company's values? Businesses use many different types of logos to convey their message – make sure yours does not contradict what you stand for as an organization.
- Will the logo last five years or more without becoming outdated?
I personally am a fan of, and only offer typeface logos. But there are cases where an illustrated logo is needed to express your brand and brand image fully.
The Important Role of Color
Color theory is a whole thing.
And different colors are said to have different psychological effects on people. For example, the color red is associated with excitement and passion, while blue elicits feelings of calmness.
These associations can be used in branding as well to provoke certain emotions from consumers – for example, red might be used for an energy drink or a sports team’s logo. But green may be used for a brand that promotes environmental awareness or is environmentally friendly services.
So when deciding what colors to use for your brand, consider how they will make you feel and whether they will give off the message you want your company to communicate.
Creating Defined Fonts for Your Logo/Brand
When designing your brand image, choosing fonts that stand out but still match is important.
Also, try to keep your fonts condensed; longer words take up a lot of space and can make your logo look cluttered.
It’s also a good idea to avoid overly decorated fonts; these might work for a traditional business like an antique shop or museum, but logos need to be easy to read—even when printed on tiny product labels.
Heavy scripted fonts and fonts that are overly decorative can impact your overall brand image and create some confusion for consumers. For example, let’s say you have two logos: one with the word coffee written in script font and another where the word is written using a basic serif font.
Both of these examples have the same meaning but would likely appeal to different audiences based on their design choice. For example, the script font is more likely geared toward an older demographic while the serif font may appeal more to younger people or professionals.
Examples Of Brands Using Consistent Branding
Apple Inc. is a brand that has created a cohesive image by using consistent branding.
On all of their products, they use an apple with a bite taken out of it to symbolize their brand.
Another example is Coca-Cola. This company uses a very specific font that many people recognize worldwide when they see it on billboards or in magazines. They also have used red as their color for years to help people identify with their logo quickly and easily.
Mercedes Benz is another company that has stayed true to one color (silver) to represent its brand because it appears luxurious and elegant while also being modernized.
Small Business Branding, Done BIG
Even if you are operating a small business, you can take a few pages out of the books of the big ones.
Take care to create a look and feel that your customers will be able to recognize when they come across your name or logo. One way of doing this is through consistent colors, fonts, and logos. Making sure these aspects align will show your customers that you are serious about what you do and passionate about your work which could lead them to become repeat and referring customers.