“Brand” and “logo” are frequently used interchangeably.
However, while a logo might serve as a symbol for a company, it is not the complete brand. In fact, developing a strong brand identity begins with the creation of a logo.
With millions, if not billions, of businesses vying for attention, having a strong brand has become critical for companies to set themselves apart from their competition.
If you’re developing your first brand identity for a client or for your own company, it’s critical to first grasp what a brand is and what it takes to establish one.
Let’s look at some great examples of brand identities.
What exactly is a brand’s identity?
What your brand says, what your values are, how you explain your product, and how you want people to feel when they connect with your firm make up your brand identity. Your brand identity is essentially your company’s personality and a promise to your customers.
The term “brand” originally referred to the mark that cattle ranchers “branded” on their animals. However, the term “brand” has come to mean much more than a name or a symbol in recent years.
A trait — or group of qualities — that distinguishes one organisation from another is known as a brand. A name, slogan, logo or symbol, design, brand voice, and other elements make up a brand.
The component of branding that focuses on your brand’s personality as well as the ideals you transmit to clients is called brand identity.
“Brand identity is more than just selecting the ideal logo to slap on coffee cup sleeves or display above your front door,” says Wayfair Senior Brand Manager Jared Rosen. It’s all about developing a personality that brings your brand’s DNA to life. Today’s most compelling brand identities span digital channels, in-person interactions, and even natural conversations with real customers.”
Finally, long after you’ve made the sale, your product leaves an effect on your customers. The process of forming such impression is known as brand identity.
Let’s look at few examples to better comprehend this notion.
Examples of Strong Brand Identity
When you think of Coca-Cola, you presumably think of its iconic logo.
However, the polar bear, the colour red, the “Share a Coke” promotion, and the traditional ribbon-like artwork featured on its cans may come to mind. Coca-brand Cola’s identity is made up of two elements:
The brand identity of Coca-Cola begins with a crimson logo in script typography. The red colour instils confidence in those who drink Coke, while the script typeface exudes pleasure. Coffee, for example, is a beverage consumed before going to work. Coca-Cola is a drink you consume in the afternoon when you’re tired. This is the “face” of the company.
Coca-logo Cola’s is printed on a distinctively shaped bottle (no other beverage has a container like it). Customers will know they aren’t receiving a knockoff if they see this. As a result, the brand gains credibility and trust.
Burt’s Bees, Inc.
Burt’s Bees began from humble beginnings in beekeeping and selling honey to suit the demand for natural and sustainable personal care products. “Make wise choices to lessen our impact on nature and work to safeguard biodiversity, which preserves our own position in the world,” the business says.
The bearded founder’s initial logo (pictured above) emphasises the feeling of simplicity and modesty. This is in stark contrast to the aesthetics of other cosmetics and personal care items. Here’s another way the company avoids flashiness while maintaining its nature-centric focus:
Burt’s Bees uses recyclable packaging and gets their ingredients responsibly.
They make contributions to environmental projects and other green activities.
“To help humanity thrive by enabling the world’s teams to work together seamlessly,” says Asana. The creators got their start at Facebook, where it was evident that they required a project management and collaboration solution to help their teams collaborate more effectively.
“Asana” refers to a certain stance in which yogis sit in Sanskrit, and the company’s name is a nod to Buddhist ideas of mindfulness and flow. This, along with their ideals of “achieving great things quickly” and teamwork, is reflected in their graphic identity:
Asana incorporates a lot of white space for concentration and colour bursts to “inject vitality” into the workspace.
The logo’s three dots are positioned together to represent balance and collaboration.
What is the significance of brand identity?
A brand identity, as the expression of practically everything your company is and does, may inspire customers and increase brand loyalty. As a result, brand identity is critical to the success of your company.