A brand identity system ties brands assets in a tangible approach for use across everything from business cards to billboards, packaging to vehicle livery, and everything in between.
Your brand identity system is the bread that ties together your brand sandwich. This system uses your brand assets to form a complete holistic brand identity laid out in your brand guidelines. It should express your brand’s culture, character, personality, and the products and services offered–inspiring trust with consumers, customers, employees, and any other stakeholders.
How do I build a Branding Identity System?
Start with knowing who you are. Begin with your brand strategy, and then this can be developed in line with your brand attributes.
From here, we visual start to build your brand world and then can start to articulate versions of your identity.
Once you’ve created your brand and its brand guidelines, you can refer to them when planning all your content marketing. According to a Verde Group and the Wharton School study, two-thirds of all shoppers use more than one channel to make purchases. With most purchasing their ninth interaction on the path to purchase with the brand. With all the online and offline opportunities to make an impression, consistency across all channels and touch-points are more crucial than ever.
What is the best type of Branding Identity System?
A great brand identity system should have enough leeway not to become dull and enough consistency to be immediately recognisable.
If your brand is based on authentic essence and not plucked out of thin air or purely based on fashion, you can adapt to a changing world and remain consistent.
Take a look at these examples to get a feel for how in-depth a brand style guide can be:
Mozilla has an online style guide to help its open source community understand how to use its logos and trademarks for Mozilla, Firefox browser, and other products. These guidelines help everyone who works with Mozilla protect Mozilla’s brands.
Walmart has covered every conceivable way to use its corporate brand. This comprehensive guide includes direction on the brand’s editorial voice and how to use its logo in print, online, promotional merchandise, and more. They even cover appropriate fonts and use symbols, icons and taglines correctly.
Now, your business may not be the size of Adobe or have the reach of Mozilla. Maybe you’re in the process of establishing your brand. These style guides may look overwhelming, but you don’t necessarily have to be as exhaustive with your brand guidelines. However, you should take the time to establish a foundation that guides your messaging, and you should ensure that it aligns with your business goals and the needs of your target personas.
What are the benefits of a Branding Identity System?
Build value in your brand
When a brand’s identity is cohesive, it increases its perceived value. Consistency allows your brand to appear more professional and reliable. Then by implementing brand guidelines, you make it easier to maintain the quality and integrity of your brand’s image.
A cohesive brand’s identity supported with a brand tool kit and brand guidelines is beneficial to a business. A well-defined brand identity supported by consistently solid images and clear messages will create a feeling of long term stability and recognition.
The more you work on your branding and identity, the you create more awareness. For example, Apple is known worldwide for its product. A consumer can see it in a foreign county, labelling in a foreign language and knowing it is an Apple product. This is brand identity at its best.
Build consistency in the Marketplace
The more often a customer sees your brand in the Marketplace, he will consider it. Your brand identity must be consistent, so the customer can predict what to expect and then develop familiarity, trust, and loyalty to the brand. If you apply your brand willy nilly, then don’t be surprised that your customers perceive you that way. Consistency is critical when communicating offline or via your website, social media profiles, or other touch-points. If your brand is fun and friendly on Twitter, it should have a similar flavour on Facebook and LinkedIn. Your messaging on LinkedIn may be less casual or more professional, but it shouldn’t sound like it’s coming from a different brand altogether. Think about it on a personal level. The way you’d interact with your parents, work, colleagues and close friends may all be different, but your core personality is the same, but your mannerisms adjust to the context. The same goes for your brand personality and selected communication channels.