Brand Identity

Branding your business involves the process of incorporating symbols, logos, slogans, colors, tastes, scents, taglines, and names with the ultimate goal of being recognized by customers without explaining the product / service. How your customers relate to your brand identity can mean the difference between you over your competitor.

Many customers who come to us for web design services have not considered basic marketing elements such as brand identity that will make their product or service become memorable with prospective buyers.

While this is not an absolute necessity, creating a cohesive company identity creates the presence of a well established, corporate competitive business.

Why is Brand identity is important?

By branding your business, products and services, you are creating brand personality, brand value and brand equity.

Effective branding strategies increase sales and give you a competitive edge over similar products and services that either lack branding or exhibit poor branding.

Any one with child can quickly see the effects of branding by driving by the “Golden Arches”. Brand recognition and brand experience build loyal customers and repeat sales. For example, people expect a certain level of quality from McDonald’s French Fries or a certain fragrance from Chanel No. 5.

Branding Elements

Axial Strategy can help you strategize about your company identity and branding elements. Branding elements include:

Colors: Choosing a standard color palette to use on all of your marketing materials will offer a cohesive design look. Also, determine complimentary colors illustrate the level of professional design. For instance, Coca-Cola’s brand colors are red and white. While the logos have changed slightly over time, the colors have remained an integral part of their branding.

Graphics: Mascots or other complex elements that can be associated with a company without using the company’s name. Examples include: Tony the Tiger for Frosted Flakes cereal or the insightful lizard selling Geico Insurance.

Logo: A visual element, usually trademarked, that identifies a specific brand. This could be anything from Mac’s apple to Dell’s logo with their company name. The logo has specific uses, dimensions, colors, graphic elements and can come in a couple of different versions. For instance, the Mac Logo may include the company name or it may just have the symbol—depending on its application.

Name: The name can be a product name or a company name, which are the written or spoken version of a brand. Names range from being descriptive (WestJet) to simple initials (IBM). They may include the founders names (Dell) or a feeling that the company wishes to convey. For instance, Amazon was developed as a brand name that described their company’s vision. To be a strong force that flowed against the conventional way books were sold at the time.

Shapes: A more primitive representation where no words are used, a shape represents a company by itself. For instance, McDonald’s golden arches have traditionally been placed where they can be seen from great distances away. Even without making out the words below this symbol, most North Americans could identify the company.

Tagline or Catchphrase: In modern advertising, this is almost a lost art. So often, companies do not take the time to hire professional commercial artists with the skills to develop a slogan or tagline that “sticks” for decades to come. Unlike your companies color palette, logo, recognized shapes, etc. Taglines and catchphrases may change more frequently and can run simultaneously with other marketing messages. Example: Apple – Think Different or Glad – Don’t get Mad, Get Glad

How We Can Help You Brand Your Business

Axial Strategy offers a wide array of options for branding your business. Everything from creating a simple logo, a standard font / color palette, to full blown package of brochures, flyers, business cards, banner ads, a website, etc. All of which will have a unified company brand.  Let us help you with your brand identity today!