BRAND IDENTITY

Most of you guys dream of becoming your own boss someday, right? We all had those mornings where we wish we could stay in bed that wee bit longer, but had to separate ourselves from those heavenly pillows and blankets, making our way to the sometimes unpleasant environment of the workplace.

Whatever your reasons maybe, you've concluded that you no longer wish to be an employee and have taken the plunge into the uncertain and risky world of entrepreneurship.

Now that you've established your business, you've been added to an innumerable list of entrepreneur out there who will be offering the same goods and services that you offer. Having a strong brand will go a far way in giving you the edge you need in increasingly competitive markets.

What is branding? 

This process involves creating a unique image in the mind of the consumer. Influencing their perceptions for one that accurately reflect your brand, after all your company's brand is what your customers perceives it to be, not necessarily what you think your brand promises.

Based on my observations, most entrepreneurs here in Jamaica have had a logo created for their businesses, but is that enough?

While a logo is essential and is the foundations of a good brand identity, it goes way beyond that, your brand is your promise to your customer. It tells them what they can expect from your products and services, it also differentiates your offers from that of the competitors.

Visual Identity

A brand's visual identity is the consistent use of particular visual components such as specific fonts, colors, and graphic elements to form the overall look of the company's communications.

Its important to you keep your brand consistent and recognizable. Consumers are more inclined to do business with companies that they are familiar with. They know what to expect, therefore feeling more at ease when purchasing goods and services from your company.

A Logo is the key visual element that fuels recognition, it helps customers discover, share and remember a company's brand. Usually it's in the form of an icon (mark or symbol), logotype, or combination of the two.

So what makes an effective logo design? Here are five logo design principles in a nutshell by Smashing Magazine

The best identity programs enhance the company's brand by defining, promoting and giving the company a distinct visual look that supports its desired perceptions. Your visual identity should express itself in every aspect of the brand, becoming an embodiment of the company’s culture—a constant symbol of its core values and its heritage.

Do you think Branding & Visual Identity is important? Did you find this article useful?

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If you need assistance creating your brand identity contact us at swizzdesigns@outlook.com