9 brand identity elements you’ll need to consider for your business.

I’ve outlined some major brand identity elements you’ll want to consider when evaluating your business branding – and your logo is just the beginning. Keep reading to learn more and I hope you find the list useful.

1. Logo

You might already have a logo and that is a great start – but a logo is only a small part of a brand. There are millions of logos out there and each one is communicating something, good or bad, about a business. If your business offers a high quality service or product, this could be reflected in your logo.

A logo is an identifier, it certainly doesn’t need to literally depict what a business offers, it just needs to be appropriate, distinctive and simple.

A good quality logo will over time become meaningful and more valuable through the actions of the business it represents. Sometimes this meaning can span decades, so it’s a duty to get this part of your branding nailed.

2. Fonts

A chosen font (or fonts if several are used) can speak volumes about a business. A lot of companies worry about these choices and end up making safe but boring decisions. It’s easy to get the choices wrong, but there is a huge opportunity to stand out — so grab it!

Using more than one font can really help to elevate and refine a brand’s identity but the choices need to be well considered. A simple method to start mixing fonts is to use a Sans Serif with a Serif, since there is ample contrast between the two styles. Another dependable technique is to look for similar X heights (see image below) as this will help to strike a harmonious balance.

Unless you’re an experienced typographer it’s a good general rule to stop at two fonts, using more than two can make your branding look muddled and clarity will suffer.

3. Colour

Colours have a huge effect on our emotions, a warm red light will make us feel calm and relaxed, but a blue light will wake us up! Colours are loaded with psychological meaning and they can even move us to take action. For these reasons colour is a vital part of any brand strategy and a handy way to differentiate your business. 🎨

Some brands use a ton of colours whilst others just a few, but it’s important to establish a colour palette that can be easily applied across your business. I recently had to compromise on a neon colour for an outdoor project because neon colours fade badly in the sunshine. Decisions like this are vital and can save a lot of money.

Deutsche Telekom’s T-Mobile brand almost has a monopoly (which I disagree with) on the colour Magenta, which they’ve used very effectively across their brand identity.

4. Pattern

Using pattern or texture as a design element is another way a brand can stand out from the competition, communicate personality and maintain value — since a pattern by definition is consistent. Patterns can be a repeat or random design, typographic, abstract, conversational or iconographic.

Patterns often develop from an organisations logo but they can equally be designed from scratch. When applied correctly a pattern can be a hugely effective brand asset.

The image below shows the fun TB monogram pattern for fashion house Burberry – designed by Peter Saville, after the founder of the brand Thomas Burberry

5. Photography

We process images faster than words and everyone loves great photography, great photography sells 👍

Choosing a style of photography and consistently applying it across your business is a good way to consolidate your identity with customers. The style you choose can reflect the personality or capabilities of your business.

Just a few options:

• Tightly cropped images
• Shapes and masks
• Over saturated style
• Duotone style
• Black & white!

It’s super important to use top quality images, but if you can’t find the right ones then it pays to brief a photographer.

6. Illustration

Illustration has really enjoyed a resurgence of late, although I’ve always been a fan — so long as you choose the right style. A lot of tech giants currently use illustration and it really helps them to stand out because they’re commisioning artists to create something unique that feels right for their brand.

Illustrations are not just helping brands look amazing, they’re also guiding customers by improving usability and reinforcing brand values.

Information graphics should also be considered when thinking about illustration, they can be the best way to communicate an idea when words don’t work.

7. Audio

Branding isn’t just about what we see, but also what we hear. Sound is a powerful way to create a strong brand association with your customers — think of a catchy (or annoying) brand jingle like McDonald’s ‘I’m lovin’ it', or Netflix’s ‘Ta-dum’ audio logo, or the sound your computer makes when it turns on. All of these sonic experiences are strengthening brand recognition.

We can also experience audio branding in physical spaces, think about those immersive audio guides at museums, or a brand’s slick messaging on a trade show stand.

Audio is often overlooked but it’s a powerful branding tool, and when combined with other elements in a physical space it can have a big impact.

8. Copy/Messaging

Are you funny, challenging, nerdy or masculine. The way your business talks (tone of voice) can really help to set you apart from the competition and directly communicate with your customers. Tone of voice needs to be an honest reflection of who you are, and your business culture.

You simply can’t talk to everyone, so don’t try! Instead, find and use your unique voice to speak to your existing customers and attract new fans. 👌

9. Animation

Using animation as part of a brand identity can bring life and excitement to your communication. Obviously with animation I’m talking about screen based branding, basically a website, app or video. Animation is a great way to capture user focus and engage your audience, it can drive purchases, give positive reinforcement to customers and enhance the overall experience a customer receives.

It’s important not to overuse animation, keep it subtle — otherwise it can become ineffective and potentially headache inducing if there’s constant motion going on.

Hey…thanks for reading about nine brand identity elements you could take advantage of – I hope you found some of them useful. If you’d like to talk more about branding and how I might help your business, from logos to full identities, give me a shout.