Brand identity design must be clear and consistent
As a small business owner, competing for the same customers as all other small businesses, your brand’s identity and appearance is as important as the products or services you offer. A brand is the essence of the business and is the promise of the quality of products or services that will be delivered. Many people refer to a brand as a logo, but it is much bigger than that.
Understanding the relationship between a brand, an identity, and a logo
A “brand” or “branding” is the perceived image of a business in the minds of customers that allows them to make the decision to choose one product or service over another. Brands are normally developed over time through advertisements, word of mouth recommendations, and real-life experiences by consumers.
A company’s “identity” is every visual component necessary to form a cohesive and consistent business image. Visual devices used to leverage brand elements can include packaging, letterhead, business cards, and all other marketing collateral. Today, most people don’t even know where to find their copy of the Yellow Pages, so they go online to find businesses. In order to compete in the marketplace, every small business must have an effective business website. Web sites serve as a very useful form of inexpensive advertising.
A “logo” is a simple, recognizable and memorable graphic design that helps customers discover, share and remember a company’s brand. People recognize and relate to images faster than text. A badly thought up logo can harm your business, but a carefully designed logo will communicate the worth of your business or product.
Brand identity design must make an emotional connection with customer touchpoints
Creating a unique brand identity for your business can be a challenge, but with some professional advice it can bring big dividends in your brand’s value. The elements of your brand design strategy must focus on every customer touchpoint.
According to an article at Survey Monkey, customer touchpoints are your brand’s points of customer contact, from start to finish. The article further illustrated touchpoints with the following table:
Ratings & reviews
Word of mouth
Store or office
Point of sale
Service & support teams
Online help center
Thank you cards