Creating a powerful brand identity is vital for any modern business. For creative businesses like marketers, jewelers, and artists, the expectations are high. If you’re in a creative business, use these eight tips for developing a brand identity with your unique design and creative flair.
1. Create a Truly Custom Logo
There are many simple options for creating a logo. To create a unique brand identity, you should ignore all of them. A Canva or Fiverr logo is not for your business.
Instead, create a truly custom logo from scratch. Work with an original designer who will incorporate your unique qualities or develop something internally.
2. Tie Your Branding into Your Product
If you own a creative business, you can tie your branding into your product. For example, if you’re developing a brand in the laser etching industry, your logo could look like a laser engraving. This design would work well in digital settings and translate well to the physical product.
Your brand should tell people who you are and what you do. The more creative you can be, the better.
3. Know Your Brand Tone
Consider the tone of your brand and how you want to be perceived. If you want your brand to be high-fashion, elegant, and luxurious, your logo and designs should reflect that. Conversely, if you’re going to be more rustic, casual, and accessible, your brand elements will look significantly different.
4. Do Customer Research
Remember that your brand isn’t all about you; it’s about connecting with customers. Do customer research to determine who your ideal customer is and what they want. Consider every aspect of their existence, from their income to their style preference. Build your brand around what appeals to them.
5. Create Cross-Channel Consistency
When using your unique design to build a brand, consistency is key. It would help if you conveyed the same imagery and tone across the various channels through which you connect. Whether it’s Etsy, Instagram, or trade shows, ensure that you’re using the same logo, colors, and voice everywhere.
6. Consider Color Psychology
Designers and creatives know better than anyone that color has a profound impact on customers. Use color psychology when creating your unique branding designs. Work with a color wheel to create a color scheme that suits your brand. Use those colors in everything from the logo to packaging.
7. Consider Forms and Shapes
The forms and shapes you use in your design also impact how your brand is perceived. Consider the FedEx logo, which uses negative space to showcase an arrow moving forward. These subtle touches make a huge statement.
Think about your products and the lines and shapes you use in your designs. Translate that signature look to your logo and branding elements for powerful consistency.
8. Create a Powerful Brand Experience
Finally, while your unique design and tangible elements are essential, they aren’t everything. Your brand’s logo and typography are just a recognition point; the experience behind them is what matters.
Dedicate your efforts to associating your visual branding with fantastic customer experience. The goal is to have people recognize your brand and say positive things about their experience with your products and your business.
Keep these eight tips in mind when creating a brand identity with your unique designs. Remember to be authentic and genuine to your creative self.