8.03 – Build A Sustainable Brand ID
Creativity can make or break your brand, as it reflects your brand’s core values. Developing a logo and iconology around a clear branding goal and sustainable market position is crucial. Here are some guidelines to help you create a lasting brand identity:
Creating a Strong Logo
- Start Simple: A logo should symbolise your brand’s product and persona. Keep it clear and simple, and use it consistently until it becomes highly recognizable.
- Quality and Experience Symbol: Establish your logo as a symbol of the quality and experiences you deliver. Build brand equity by meeting the expectations set by your logo. For example, the Nike swoosh is simple yet distinct, connoting movement and supporting active lifestyles.
Consistency in Colours and Fonts
- Colour and Font Guidelines: Consistency is key to avoiding confusion and ensuring consumers that nothing has changed with your brand or products. Most brands have colour as well as black and white standards for their logos.
- Simple Colour Scheme: Using one or two colours in your logo simplifies future marketing efforts and reduces costs. Keep your logo simple yet recognizable, and create experiences around your brand identity.
Developing Your Logo
Creating a lasting logo takes time and experimentation. Here are some tips to help spark your creativity:
- Seek Inspiration: Collect stories of creative marketing content, browse global company logos, create a Pinterest board of favourite designs, and discuss feedback with others inside and outside your company.
- Gather Feedback: Share your logo concepts with friends, associates, and customers through surveys. Ask for immediate impressions and ensure the attributes they associate with your logo align with your brand’s core values.
Aligning with Core Values
When sketching ideas for your brand’s logo and iconology or reviewing concepts with a designer, remember that your goal is to create an identity that represents your brand’s persona and value. Winning design awards should not be your priority; focus on creating a logo that wins attention and drives sales.
Sustainability of Your Brand Identity
Your brand’s visual identity must appeal to your customers’ personas and reflect your brand experience and values. Since your logo is often the first impression consumers have of your brand, it needs to be both relevant and sustainable. Frequent changes to your logo can confuse customers and harm sales if people fail to recognize your products. Additionally, changes can be costly, requiring updates to packaging, signage, displays, printed materials, and digital assets.
Additional Tips for Sustainable Branding
- Consistency is Crucial: Ensure all your brand elements – from logo and colours to fonts and messaging – are consistent across all platforms and marketing materials.
- Stay True to Your Brand Values: Make sure your visual identity aligns with your brand’s core values and resonates with your target audience.
- Test and Refine: Continuously test your branding elements and refine them based on feedback and market trends to keep your brand fresh yet consistent.
By following these guidelines, you can create a sustainable and recognisable brand identity that resonates with your target audience and stands the test of time.
