All the big brands we know today have one thing in common: having a cohesive visual image, from web pages to the last bit of detail in their logos. The visual elements of a brand decide its success in the marketing race. A good brand identity does not only help you stand out from your competition but also attracts more audience.
Here is a small exercise for you, make a note of what comes to your mind when you hear “Google” or “Coca-Cola”. Done? We are sure you would have pictured their logos, or at least the colour palettes used by the brand. Long story short, these brands have created successful brand identities that can be pictured easily. So, how do you create a strong brand identity, you ask? The answer is Brand Identity Kit.
What is a Brand Identity Kit?
Brand Identity is a collection of all the elements that portray your company. A brand identity kit is a document that holds all of these elements and instructions on how to make use of them. It includes all the visual elements and even taglines used by the company. The main purpose of the kit is to help you create visual content that is cohesive and on-brand. Let us take a closer look at these elements.
Yes, Logos, as in plural. Most of the times, brands have one main logo and sub-logos or alternative logos. Brand identity kit displays instructions on do’s and don’ts of handling the logos. This also includes any taglines associated with the logo. The kit also specifies the special uses of each variation of the logo. Make sure your logo is uncluttered and simple
When you picture Spotify, you instantly associate it with an elegant green colour paired with either black or white. Choosing a colour palette for a brand should be well thought out process. Colours have the magical powers of affecting one’s psychology. Pick colours that will attract the crowd. Less is more; it is best not to have more than 3 colours associated with your brand. One of them will be your primary colour scheme and the other, complementary scheme.
Fonts make all the difference. Each of your visual elements should complement each other, your fonts can be derived from the shape of your logo. With a ton of fonts available, it gets tricky. The most common combination is to use a sans serif font for the headings and serifs for content as it is easier to read. Again, the lesser the number, the better. Limit the number of font families to 2.
Icons allow users to understand a function in an instant. This requires them to be clear and uncluttered.
Visuals and Sounds
When we say visuals, we mean the graphics that form your website. Shapes used by your brand can bring out different reactions based on their form. For example, rounder shapes bring out a sense of friendliness and community, whereas sharp edges create a serious and stable atmosphere. Your visuals will also include any photography or illustrations. The idea is to make sure they are all, you got that right, cohesive.
We all remember the sound we hear as we start an episode of a Netflix series. Maybe you even heard it at the back of your head right now. Sounds are lesser-used elements in creating brand identity but an effective one. Just like YouTubers have their own unique intro which they use consistently for all their videos, your brand can add sounds to social media posts or intro. Windows is one of the brands that has achieved adding sounds to the intro.
This section lets you know the rules of which slogans or words should be used and avoided in the marketing scene. It may also include what hashtags you can use while posting on social media. This also includes tone of voice, which is the tone that comes across to your audience. It could be serious, playful or empowering. This depends on your products and services.
A strong brand identity is unique and catches people’s attention, it creates a visual impact at first glance. It should be flexible enough to be easily scaled as your company grows. The identity kit will act as a rule book for the content creation of your brand. Brand identity kits can be in the form of a one-page document or a printed booklet or even infographics. Here is one of our favourites.
Brand identity kit, Why is it so important?
A brand Identity kit helps your organisation to build the brand through visual elements. It is filled with information on the elements and how to use them, which makes it useful for designers to make visually cohesive content, even if the platforms are different. It improves your marketing while ensuring that your message is not misrepresented. A brand identity is a visual representation of the personality of your brand. If done right, it can evoke certain feelings in your customers. And to be able to affect your audience’s mind positively is more than enough reason for you to create your own brand identity kit, now.
Brand identity kits go hand in hand with the Design systems of your brand. you can read more about it here