Brand Series, Part One: Building for a Better Visual Brand
A company’s brand and corporate identity are powerful tools. A visual brand, by definition, is a name, sign or symbol used to identify a company and the products it produces and the services it provides. Whether this image is used to elicit a feeling, describe a product or service, or act solely as a representation of a company, it is often the first thing seen and last thing remembered.
The process of creating and managing a brand is no simple task. Good brand management involves mastering the discipline of creating, managing, and fostering customer relationships based on an organization’s brand promise. The visual identity assists this process by acting as a focus that clarifies and emphasizes the promise. Taking this into consideration, making the decision to create a new visual brand or re-position an old one is a serious undertaking. Read on for tips and suggestions to consider when considering a visual identity.
Building Basics
- Be unique. Creatively capture a company’s essence in an image, a tagline, a color, or even a song. A distinct brand helps differentiate among competitors and stands out in today’s cluttered market.
- Integrated design is key. Create a visual theme that goes beyond the logo. These brand elements translate to all company products and communication materials. The color scheme, logo, font, and formatting must be cohesive and included on all company peripheral materials.
- Keep it simple. Although an identity clearly communicates the company’s objectives, it should not over-communicate. Don’t take a risk and be too specific. Companies grow and change, a brand needs the flexibility to allow for growth too.
- Consider small details. Don’t make expensive mistakes-ask yourself the important questions before choosing a visual design. How will the design be used? Where will it be used? Who will see it? When will the design be seen? It is often the small details that get lost in the big picture.
- Create a guide. Create a style guide with all pertinent visual design information to make sure all levels of employees know how to use the visual brand. Be sure to include color, formatting, font, typeface, and information about where and when to use the brand elements.
Ready to build a new visual brand? For more information about how AllOut Marketing creates successful visual brands contact us .
About AllOut Marketing
AllOut Marketing, Inc. exclusively serves the medical, bioscience, and pharmaceutical sectors, offering highly specialized marketing consulting, graphic design, web site marketing strategy and development, public relations, event management and market research. This full service firm offers strategic marketing and creative communications services with expertise ranging from strategy development to tactical implementation.
— Posted 09/27/2007