Join Drew Boyd for an in-depth discussion in this video Creating the brand's look and feel, part of Branding Fundamentals.
- The look and feel of the brand is what consumers see when they encounter it. It's like a visual identity system, a way for customers to instantly recognize when the brand is present. To create the visual identity of the brand you'll need the following elements, first you'll want some type of distinctive logo or symbol. A logo can take many forms, it can be an object that represents your brand. A good example is the Apple logo. It can be an abstract symbol, like the Nike swoosh, or it can be a word mark which is the words of your company or brand name set in a specific way.
The Google logo is considered a word mark. To create a logo it's best to hire the services of a professional graphic designer. The designer will need to know the brand values, the core promise, the brand drivers, the persona, and of course the brand name. Taken together these elements will help the designer create a graphic look that matches what the brand stands for. Once the logo is created, you'll need to have your designer create different versions of it, we call these logo lockups.
While your master logo should always be rendered consistently, you need variations of it for different placements and usage. For example, you may need color and black and white variations, or you may need versions for small spaces like a business card, or a large version for the side of a building. Your designer should also create a color palette for the brand. Some of these colors are used for the logo itself, but you should also have complementary colors that can be used along with the logo.
These complementary colors might be used in advertising, or perhaps in product packaging, or even used for the product itself. Your designer should also help you select specific type faces for the brand, a distinctive font helps strengthen the identity of the brand. Along with the fonts, you should also have standard typographic treatments. Your typographic identity should include specific ways of handling key types of texts, such as headlines, or how you write URL addresses.
Your brand identity should include a consistent style for images, all photos and images used with the brand logo should have a consistent look and feel. Image guidelines should also define when and how certain types of images are used. Will you use photography or illustrations or both? Will they be black and white or color? Nike for example, relies on large close up high contrast images to capture attention, and create a distinctive feel.
Finally, you want to define a consistent tone for the way you say things. It's like creating a voice for the brand. This applies to everything from headlines in a print ad to the tone of a press release. Outline the specific language and words that can be used. For example, should the tone be formal or more conversational, that depends of course on your brands persona. Take a look at the brands you manage, and check to see that each of these elements are in sync with your overall brand essence.
These elements must work together in harmony to create a winning brand identity.
- Identifying your core values and drivers
- Linking your business model to the brand
- Identifying customers
- Developing your brand promise
- Expressing brand identity
- Creating a brand book
- Expressing brand in social channels, through advertising, and in packaging
- Measuring brand performance