The most effective brand identities have three things in common. They’re meaningful, distinctive and consistent.
Every creative asset, from your logo and colour palette, to the typefaces you choose and your approach to imagery, represents an opportunity to reflect and reinforce what your brand stands for and what makes it different. Careful consideration of every element, and how they work together as a brand language, will ensure your customers understand exactly what you have to offer, in turn making it easier for them to buy from you.
Meaning can often be at odds with distinctiveness, so the two must be carefully balanced. As well as being a tangible expression of who you are, your brand can’t afford to blend in.
Creating distinctiveness requires careful analysis of your competitors, understanding how they are visually and verbally articulating their position, and resisting the urge to fall in line with trends.
‘Blands’ are increasingly commonplace, despite numerous studies demonstrating the commercial value of difference, whether in its ability to command a premium price or simply drive brand value over time.
What’s more, just being perceived as different is enough, so striving for distinctiveness – creative ways in which to stand apart from competitors and be readily recognised as you – is key to successful branding.
Finally, don’t make it any more difficult for your audience to put your name to your brand than it needs to be. Manage this by creating rules and guidelines that ensure that in any given context – direct mail, poster, TV, print collateral etc – there is no room for confusion as to who the brand is. But also be careful not to restrict the potential for creativity. With an informed and well-crafted brand identity it’s perfectly possible to strike an effective balance.