Professional Brand Identity Design Process From A to Z

Businesses that want to brand building strategy cannot ignore the stage of brand identity design. A consistent, synchronous brand identity system is a vital factor for every business. So what is the standard process for designing a brand identity? Let’s find out with Adsmo.

1. What is brand identity design?

Brand identity is the “face” of the brand. As we know, a brand is a philosophical and emotional concept. Meanwhile, brand identity is the visual part of the brand, representing those larger and deeper ideas.

Brand identity design is the actual process of creating a logo, color palette, typography, etc. This process is done by creating a message that connects the unique values of the business. When done right, brand identity design resonates with customers and differentiates you from your competitors.

The world’s leading companies all have brand identities. For example, Apple incorporates the image of a bitten apple into all of its products. Or Nike’s identity is conveyed in a Swoosh.

3 elements to consider when designing a brand identity are:

• Brand culture and values
• Brand position in the market
• The visual elements of the brand, including the logo

2. What does a strong brand identity need to design?

A brand identity does not specify the number of assets. Depending on the field, scale, and goals, businesses can focus more on this element or not need that element.

Here are the most important assets that any business needs when designing a brand identity:

2.1 Logo

Logo design is the foundation of brand identity. When designing a logo, you need to pay attention to:

• Must convey the correct message, spirit and personality of the brand
• The image is attractive, simple, intuitive, clean, memorable and can be used for a “long way”
• Create a lasting impression on consumers
• Design “one of a kind”, avoid copying
• The colors are harmoniously coordinated, not fussy but still impressive and luxurious
• High flexibility, easy to adjust size and print on any material

Businesses should design additional logo versions such as black and white versions, in many different sizes.

2.2 Website

The website is one of the most typical aspects of the brand identity. brand identity, especially for businesses that do business online or design digital products. Nowadays, customers tend to research a business’s website before making a purchase. The website is the last place customers interact with a business after researching and before making a decision. At the same time, this is also where the business’s brand identity comes into full play. Therefore, this is an extremely important component that makes a brand successful.

2.3 Product packaging

On traditional shelves in grocery stores and supermarkets, among countless competing brands, product packaging is the key to attracting customers. Or even for online businesses, after sending goods to customers, beautiful packaging design will make customers impressed and remember the brand longer. Packaging design beautiful, impressive products will improve the experience, promote loyalty and repeat purchases.

2.4 Business cards

Businesses that develop their business will need business cards. Professionally designed business cards will give businesses the opportunity to reinforce a positive image in the eyes of potential customers. When designing business cards, businesses need to focus on simplicity, one side is the business logo, the other side is personal information is enough.

2.5 Email Design

Email is a great way to attract customers and promote business. Inbox spam is no longer strange, customers tend to ignore promotional emails. Therefore, businesses need a good email design strategy to make a difference. Email header, images, content, layout, call-to-action are important elements to design a professional, highly effective email.

2.6 Brand style guide

To ensure that the brand identity is used properly, businesses need to create a Brand style guide. The document’s content includes details on the outline, timing and usage of the logo, colors, fonts, images, tone of voice, etc. Ensure that any brand identity design is consistent with the brand’s personality and creates the right perception for consumers.

3. 5-Step Process for Designing a Professional Brand Identity

3.1 Market Research, Value Proposition, and Competition

Like any other task, the first step in designing a brand identity is market research. In this step, you need to clarify the following 5 issues:

• Audience

Each different audience has a different goal that the business wants to reach. The needs of teenagers are completely different from the needs of college students. Find out what customers want from a business in your field. This is important to creating a brand that people love.

• Value Proposition and Competition

What makes your business “unique” in the industry? What can you offer consumers that others can’t? Knowing how you differentiate yourself from your competitors is essential to developing a successful brand. Analyzing your competitors will help you understand which branding techniques work and which don’t.

• Mission

You must know what your business offers. Make sure your business has a clear mission statement that describes your vision and goals. In other words, businesses need to know what they are in business for. You can’t create a personality for a business if you don’t know what the business is about.

• Personality

It’s important to express your brand’s personality. Businesses use style, color, and imagery to express who they are. Then enhance that image with a brand voice. Either way, try to develop a brand personality that represents your business.

• SWOT Analysis

SWOT Analysis to better understand your brand and find the characteristics you want to portray for your brand.

– Strengths: The strengths of the business that give it an advantage over its competitors

– Weaknesses: Weaknesses that are disadvantageous to the business

– Opportunities: Changes and trends in the industry that bring opportunities to the business

– Threats: Factors in the environment that can negatively impact the business

3.2 Logo design and template

In the words of graphic designer Paul Rand, “Design is the silent ambassador of your brand”. Here are some things that businesses need to keep in mind:

• Logo

A logo is an important element in the branding process. It is the most recognizable part of a brand. The logo appears on everything from websites to business cards to online advertising.

• Colors

Logo colors also follow the rule of simplicity. Businesses should use simple colors that are still noticeable and comfortable. Colors must combine to tell a complete story. Colors help the brand identity to be recognizable at any size.

• Template

You can email or mail business cards to potential clients. Creating a template will give your business a consistent, trustworthy, and professional look.

• Consistency

Consistency can make or break your brand identity. Use the selected templates in all aspects to create a harmonious brand identity.

• Flexibility

Flexibility allows businesses to adjust their advertising campaigns, slogans, and modernize their overall brand identity to keep potential customers interested. However, any changes must still be consistent across the entire system.

3.3 Written language, advertising and social media

Now it’s time to show your brand to the outside world.

• Language

Use language that matches your brand personality, be it professional or casual. The language you use should be consistent across all of your business activities. It’s important to create a tone of voice that matches your brand personality.

• Connect and Emotion

A brand story will make customers feel and take action. A strong brand identity can establish an emotional connection with consumers. This is a solid foundation for building a long-term relationship with your brand.

• Advertising

Designing advertising, whether traditional or digital, is the most effective way to introduce your brand to the community. It is how your target customers see and hear your brand message.

• Social Media

Another great way to establish a connection with consumers is through social media. Many platforms on the internet provide tools that businesses can use to express their brand identity. Social Media Marketing is very important to communicate directly with customers and build relationships for the brand.

3.4 Things to avoid

With a strong brand identity design process, you will fail if you do not avoid the following notes:

• Do not give customers unclear messages

If a business wants to convey something, use appropriate language and images to talk about it. Just because it makes sense to you doesn’t mean it makes sense to your customers.

• Don’t copy your competitors

Don’t copy your competitors, analyze what they do and put your own stamp on it, this will help your business stand out from your competitors.

• Don’t lose consistency between online and offline

Physical advertising materials may be slightly different from online advertising. But the colors, style, theme and message should be consistent.

3.5 Brand monitoring to maintain brand identity

Like other aspects of marketing, it will be difficult for a business to stay on track without regularly monitoring performance indicators. Use Google Analytics, surveys, comments, social media discussions, etc. to monitor your brand and understand how people talk and interact with you. This will give your business more opportunities, make timely changes and improve brand recognition.

Designing a brand identity is one of the most worthwhile investments. Brand identity helps businesses improve everything from customer loyalty to financial returns.

Take the time to design an attractive, consistent and professional brand identity to take your business to the next level. For any questions, please contact Adsmo for the fastest and most detailed advice.

See more:

• Why is brand identity important??
• What is a brand identity??