What is Branding and Identity? Real World Talk from a Boston Web Design Company.
By: Jamie Fitzibbons
“Branding and identity” is the use of consistent color, logos and phrases to identify with the consumer. Let’s look at a couple examples:
Let’s start with the Nike “Swoosh”. I visited the Nike store on Newbury St. in Boston. The word “Nike” was not even on the sign. It was simply a swoosh logo. But, if you see this symbol you know what you are getting. This symbol has a huge amount of power. Behind this symbol is millions of employees, millions of ideas all reduced to one symbol. All of this productivity is summed up with one image. This is the power of branding and identity.
So what has Nike done right with their branding and identity?
How can their example benefit you? Here’s how:
Remain consistent
Pick your colors. Pick your logo. Pick your mission. Then never change it.
Nike has not changed their logo since 1964.
Is the Apple logo mind blowing? No. But does it work? Yes. Simplicity and consistency will work wonders for the business and the agency. Consistency means trust. If your message remains consistent, people will trust you with their business. That is one of the most important rules of business (and maybe relationships in general).
Of course, the key to this scenario is having a good logo and identity that you will feel comfortable sticking with over the long haul. We can do that. Give us a call.
Our CRS “swirl” is based after a crop circle design. Made by pranksters? Made by Aliens? Who knows? But it is a great design and we will never change it.
Simplicity
Who doesn’t get annoyed by complexity? I’d imagine “branding and identity” might even be annoying to the average viewer, because it is does not convey an immediate understanding, unless you are in the industry. Immediate understanding is essential. Sometimes this take years to do, but when done right, your brand can be simplified into a symbol. For example, the Nike “swoosh,” the Facebook “F,” or the Apple “Apple”.
Good colors
Color is often under-rated. Blue is not just blue. Red is not just red. Yellow is not just…you get the point. Color is extremely crucial to retaining the image of a company in the consumer mind. For example, does this look right to you?
Finding a Niche and sticking too it
Discovering your target audience should greatly effect your branding and identity of your website and business. A girl’s toy company will not have the same target as a elderly medicine company. There is no universal design that fits to all businesses. If you have something that is so neutral that it mildly lends itself to a large audience it is probably not effective take a look. There are exceptions, IBM or Facebook for example. Which do target everyone . However, chances are your business has a niche and the branding and identity should reflect that.
The undefinable “It factor”
In my opinion, this is probably the most important part of branding. It is when the consumer looks at something and immediately form an opinion. If they simply think, “I like that” and they aren’t sure why. That is the mysterious “It” factor. I’m sure you’ve listened to a band or seen someone who is simply impressive and thought “they got ‘it’”. This is the elusive “it factor” that is only proven by being consistently liked by the consumers, even if they don’t know why. You probably had an opinion of this site when you first saw it. That is the instant positive response that we give to our clients.
As I mentioned before, the point of these blog posts is to bring real world language to buzz terms. There are books written on these subjects, but I like brief “to the point” examples that will give a quick understanding.
Give us a call and we will continue this conversation and how it will benefit your business.