6 Things Every Brand Identity Needs
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Since you're here reading this blog post, I'm going to assume that you are interested in the subject of Branding on some level. Perhaps you already have a brand of your own, or maybe you are daydreaming about building one some day.
Either way, I'd like to share with you the 6 essential components of a strong visual brand identity. While I recognize that every business is different, this is a solid general guide.
I decided to write this blog post because I can’t tell you how many times I have met someone who hired a “professional designer” to create a “brand” for them… but ended up with only a low-res JPEG logo to show for their investment.. which is pretty much worthless!
I don’t mean to be a design snob but PLEASE do your research! A Brand Identity Package from an experienced, legitimate brand designer (like me!) will include everything outlined in this blog post.
Want to be sure you aren't missing anything? I created a free Complete Branding Checklist for you! Click here to get your copy. 😊
1. Logo & Variations
A timeless logo that reflects you and your business, and will attract your dream clients.
As a general rule of thumb with logos, less is more. Don’t get too crazy with illustrations or details—you will have more opportunities to tell the brand’s story elsewhere, I promise!
Your logo must work in black and white, as well as in color.
Stay away from designs that are too trendy, because what’s trending right now will feel very outdated in a few short years. I can’t reiterate enough that you can’t go wrong with something classic and simple.
If you choose a script or calligraphy font for your logo, make sure it is super easy to read. It doesn’t matter how beautiful your logo looks if people are unable to decipher what your business name is!
Your brand identity should include 1-2 logo variations, in addition to the main logo. This simply refers to the logo in a different layout, or a simplified version for times when it’s used very small and details may get lost. The variations should look like siblings or even fraternal twins to the main logo — not cousins.
Logos by Gretchen Kamp NYC
2. Brand Color Palette
A color palette that you can use both in your online presence as well as your physical/brick and mortar space (if you have one.)
I recommend staying away from what everyone else in your industry is doing with color, because being different will make you stand out. Avoid hot trends because they will feel outdated in a few years when the trend changes.
Also, keep in mind that your favorite color might not be the best color for your brand. It’s important to keep color theory in mind because people unconsciously associate certain colors with certain things. For example, red, yellow & orange make people think of food.. while green and blue are better options for a wellness company.
Remember, you want your brand identity to reflect you.. but assuming your goal is to be profitable, it’s more important that it attracts your dream clients. If your target audience is mostly men, don’t use hyper-feminine colors like millennial pink. (Actually let’s just leave millennial pink in 2019 where it belongs, even though I still love it!)
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3. Brand Accents
Additional brand elements such as patterns, textures, icons, and illustrations.
These elements will work hand in hand with the logo and color palette to further convey your brand’s story & personality.
Check out Creative Market and filter by graphics or patterns to get ideas and inspiration. I often customize stock patterns and textures, so that they are uniquely my clients’.
Icons are great for websites & Instagram story highlight covers.
Pro Tip: Think about how you can tie your online brand identity to your brick and mortar business or physical space. They should feel like one and the same. Did someone say... fun wallpaper?
4. Brand Fonts
You also need supplemental brand fonts, which must be different from your logo font (or fonts.)
Why can’t I just use my logo font for everything? I get this question ALL THE TIME. I know.. I thought the same thing a long, long time ago. ;)
Here’s the deal.. if you use your logo fonts as your brand fonts, it will look like you just lazily chose one font for everything, instead of coming up with an actual logo. The logo should be in a different font from everything else, so that it feels unique and special. The supplemental fonts should compliment the logo font(s), but not be the same. Please trust my expert advice here!
Your supplemental fonts will be 2 or 3 fonts that you will use on all branded collateral, to keep everything consistent. This includes your website, printed materials such as business cards, stationery, packaging, digital marketing materials, social media posts, all the things.
Brand consistency will make you look like a pro who knows what the fuck they’re doing. :)
I typically include the following brand fonts in my Brand Identity Package:
1 font for headers
1 font for body copy
1 script / calligraphy or handwritten-style font, to use sparingly for accents (this doesn’t apply to all brands, as each client of mine is a unique snowflake and treated as such!)
5. Professional Brand Photos
Brand photography does an amazing job of painting a clear picture for your potential clients of what they can expect. It leaves nothing to the imagination, in the best way.
When potential customers see images of you, smiling and friendly, your workspace looking clean and relaxing, and a happy client receiving your goods or services, they can imagine exactly what it will be like when THEY purchase your offering. It gets them excited!
You don’t want to be the mystery business online.
Brand photography also shows that you take your business seriously and have invested in it. Not to mention it can literally make or break a website or social media account.
If you can’t afford a professional photographer when you’re just starting out, it’s OK to use stock photos temporarily. But this is not a permanent solution as people can tell the difference. Invest in a professional photoshoot ASAP. Two great free sites for FREE high-res stock photography are pexels.com and unsplash.com ;)
Images from brand photoshoots I’ve organized for clients
6. A Professional Website
If you want your business to be taken seriously, you must have a professional website. No, social media accounts do not count, I don’t care how many followers you have!
Why? I hate to break it to you, but you don’t actually own your social media accounts or followers. So, although it’s unlikely, you could wake up tomorrow to find your online presence GONE without a trace.. what a nightmare!
But I’ll tell you what is likely, because it happened to me.. social media platforms like Instagram are constantly changing their algorithm and features, which means what worked for you yesterday might not be effective AT ALL today. Not to mention, new platforms launch all the time.. hello TikTok.. and then you’re essentially starting all over again. It’s fucking exhausting! So unless you LOVE feeling like a hamster in a wheel, chasing the latest apps and algorithms, a website is a much better place for your business to live permanently online.
Others reasons every small business needs a website:
Increases credibility / shows you actually exist!
You control the experience - if you go to my home page, see how I guide you along a path of information that I want you to see, in the exact order I want you to see it? It’s like that by design, my friend!
It shows potential clients if your business is the right fit
You can use it to grow a mailing list
People need to find you on Google
Expands your physical location
Acts as a digital brochure / sales pitch
Works for you, even while you’re sleeping!
Acts as a way for you to serve your clients before selling to them (This blog is the perfect example of that!)
Still not sure if you have everything you need to launch? Click here to gain instant access to my FREE Complete Branding Checklist!
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x, gretchen
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I’m a Brand Designer and Strategist living in NYC. 9 years ago I quit my job to start this business, and now I’m here to help you do it too! I specialize in helping established female millennial entrepreneurs transform their brands.. to attract Dream Clients and grow their businesses, so that they can make more money, be their own bosses and live the life they deserve!