A brand identity system ties a brands assets in a tangible system 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 in a way laid out in your brand guidelines to form a complete holistic brand identity. It should be an expression and reflection of 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 exactly 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 starting to plan all your content marketing. According to a study from The Verde Group and the Wharton School, two-thirds of all shoppers use more than one channel to make purchases. With most making a purchase on 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 important than ever.
What is the best type of Branding Identity System?
A great brand identity system should have enough leeway to not become boring and enough consistency to be immediately recognisable.
If your brand is based on your authentic brand essence and not plucked out of thin air or purely based on fashion, you can adapt to a changing world and still 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, the Firefox browser and their 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 their logo in print, online, on promotional merchandise and more. They even cover appropriate fonts and how to use logos, icons and tag-lines 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 personal 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 the brand’s 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 so beneficial to a business. A well-defined brand identity that is supported by consistently strong images and clear messages will create a feeling of long term stability and recognition.
The more you work on your branding and identify the more awareness you create. For example, Apple is known worldwide for its product. A consumer can see it in a foreign county, with labelling in a foreign language and know 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, the more often he will consider it. Your brand identity must be kept consistent so the customer can predict what to expect from it and then develop familiarity, trust and loyalty of the brand. If you apply your brand willy nilly then don’t be surprised that you are perceived that way by your customers. When communicating offline or via your website, social media profiles, or other touch-point, consistency is key. 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 on a personal level. The way you’d interact with your parents, work colleges 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.