SUCCESSFUL BRAND IDENTITY ELEMENTS
There are many different things that make a brand identity successful. Today I am going to list the top 5 elements of a successful identity. While each item is very important, I will list them from least to most important based on my opinion. Let me know in the comments what you think of this order. Would you place them differently? Is there something you would add?
Number 5 is stationery. By stationery I am speaking of business cards, letterhead, envelopes and other office materials that display your branding. These items are an important part of your brand as a whole. Things like letterhead and envelopes are seen by your customers, associates and any one you are doing business with. Its a great way to spread brand awareness while looking professional. Not only that but it ensures those that view it, that the document is authentic and representative of your identity and brand.
Number 4 is social media. Social media is your connection with society. It is your direct link to your customers, potential customers, fans, critics, competitors… yes competitors. Some of the greatest marketing campaigns ever, happen by accident when two competing brands confront each other on social media. Social media is not just for selfies. It is a great way to express your identity as a brand.
Number 3 is your website. While social media connects you to society, your website introduces them to your brand. Many have said that websites have been replaced by social media. I see it differently. I see it as two different tools with two different uses. Your websites allow for more information, more details, and a more defined representation of your brand.
Number 2 is your logo. Many believe this should be number 1, but we will get to that. Your logo is however a very crucial part of your brand. It is how the world sees and recognizes you. It should be a symbol of trust, professionalism and satisfaction. Your logo is the crux of your identity. Whether it is a simple wordmark or an abstract icon, your logo is the face of your brand and the backbone of your s successful identity.
Number 1 is…. that’s right, your customers. If you have not identified and connected to your customers, nothing else matters. Even if you have the best product in the world, if you don’t know who to sell it to, you will ultimately fail. Your brand is 40% business focused and 60% customer focused. Your identity must relate to your customers.
That is my “top 5” of the most important elements of a successful brand. And while these things are extremely important there is still one more thing that makes it all work.
If you are not consistent with your branding, it won’t matter. It would be like having a strict diet and not sticking to it. It just won’t work. While all of these things are an important part of your brand, without consistency you are left with chaos.
Its always a good practice to include a style guide with your branding. With a style guide you can make certain that your brand stays consistent.
Skilled Graphics offers affordable branding, print and web design services. If you are interested in a quote feel free to contact us. We look forward to hearing from you and until then…. Happy Branding!