The terms “brand” and logo” are often used interchangeably. But though a logo can be the symbol of a business, it is not the entirety of a brand. In fact, creating a logo is just one small step toward developing a strong brand identity.

With millions, if not billions, of businesses trying to make a name for themselves, having a strong brand has become crucial for businesses to differentiate themselves from their competitors.

If you’re working to develop your first brand identity for a client, or you’re doing this for your own business, it’s important to first understand what a brand is and what it takes to create one. Unfortunately, it’s not as easy as giving the business a name and plastering it on everything.

Originally, the term “brand” was used for referring to the mark that cattle ranchers “branded” on their cattle, the idea of a brand has evolved to encompass much more than just a name or a symbol.

Your brand, a vital part of your brand identity, is defined as a name or a type of product manufactured by a particular business.

Why Do You Need a Brand Identity?

A strong brand identity is not about making pretty packaging; it’s about communicating your brand story effectively. Design is a powerful tool that can transform how people interact with your brand in three important ways. 

Differentiation: How can you stand out in a crowded marketplace? Your brand identity can play a strong role. Whether you want your product to stand out on a shelf, or you want your ads to stand out on Facebook, creating a consistent, cohesive presentation is the secret to success. 

Connection: The more effectively you communicate who you are, the easier it will be for people to engage with you and, ultimately, join your community of lifelong fans. 

Experience: Everything you create reflects your brand. Thus, if you want to create a consistent, cohesive brand experience, you need to present a consistent, cohesive identity. From your website to your social media, to your sales brochures, a strong identity is a key to elevating your brand experience. 

Design: the foundation of your brand identity

Just like Adidas built the brand identity of a middle-school-star-athlete persona, your design is what will build the brand identity of your company.

Your corporate design assets are the tangible elements that will determine how your brand is perceived. Things like your logo, your packaging, your web design, your social media graphics, your business cards, and the uniforms your employees wear.

In other words, nailing your design = nailing your brand identity = building a successful business that’s an accurate representation of who you are as a brand.

So, how exactly do you nail your design and build a brand identity that will take your business to the next level? 

We have always emphasized the importance of having a good website for your company because it can act as your best tool for marketing and sales. A poorly designed website can repulse people from your business and can cause you to lose customers before you even have them. Get in touch with HyperEffects to work on creating, enhancing, and making the website of your company more user-friendly.