What's the Secret to Recognizability? All About Brand Identity

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The goal of any advertising is not only to attract new customers, but also to increase the recognition of a specific brand or company, increase loyalty and form a positive image. This is what identity is for: it is a set of visual, verbal and other means that evoke direct associations with a specific business. This includes a unique logo, merch design, brand book, and even the tone of interaction with the target audience.

Identity creates an emotional connection with the consumer, helping people quickly and easily identify your product or service among hundreds of similar offers on the market. It is not for nothing that this term comes from the English word identity - identification, individuality. In turn, the corporate style of the brand, of which identity is a part, ensures consistency and uniformity of each contact of the audience with a specific business, and covers all aspects of communication with clients.

That is why we see the same shades, fonts and logos on banners, websites and printed materials. It is difficult to imagine that such large companies as Microsoft or Coca-Cola would use different styles when implementing marketing strategies. Although identity and corporate style are intended to distinguish brands from competitors, they should not be confused: one quite naturally follows from the other. In this article, we will figure out what identity consists of and how to create it for your company.

What problems does identity solve?
The development of a corporate style and the corporate identity of the brand on page seo service included in it is equally necessary for large corporations that have been present on the market for many years, and for yesterday's startups. A well-chosen image concept of a business can solve a number of problems:

Convey the company's core values ​​in a way that is understandable and accessible to the target audience.
To evoke positive emotions in potential customers, increasing the level of brand loyalty.
Increase the effectiveness of advertising campaigns through recognition of the business, its products and services.
Stand out from your competitors by creating your own unique image with recognizable elements.
Attract potential customers with stylish design, and encourage those who are already familiar with the company to return or make a purchase.
Thus, the Apple company with its famous logo is firmly associated with technological innovations and high quality of any gadgets, and the usual “check mark”, which Nike uses as a logo, has long become synonymous with a healthy lifestyle and comfort.

Types of Company ID
Marketers distinguish between static and dynamic options for unique identification design.

Static identity
The essence of this type of identity is the constancy of its elements. Their combination creates strong associations and recognizable marketing, and also assumes the immutability of visual elements. Static forms of brand style include a logo, fonts, shapes, and a color palette. As a rule, all these elements are created once and then are constantly used in advertising campaigns, when creating merch, and when designing a corporate website.

Dynamic Identity
This type of business ID involves adapting individual design elements to seasonality, changing market conditions, and the overall context. This method of visually representing a brand evokes a strong emotional response from the audience and is, in most cases, well remembered.

A striking example of dynamic identity is the adaptation of the image of corporate characters to major holidays. Remember the M&M's candies in scarves and winter hats in New Year's advertising: the image definitely found its target and was remembered for a long time.

This type of brand identity development is usually more expensive. However, advertising using dynamic elements works much better.

Basic elements of brand identity
The identification of a company, its products and services is carried out by the consumer based on a set of individual elements. Let's consider the most important ones.

Color palette
The choice of shades that will be used to form associations with a specific business is perhaps the most important part of developing an identity. Shades should not only match each other, but also evoke a certain associative series in potential and regular customers, and also convey the philosophy and values ​​of the brand.

So, natural, natural tones - green, blue, brown are suitable for companies that broadcast environmental friendliness and careful attitude to nature. In addition, they evoke a feeling of stability and harmony. Companies working in the entertainment industry should add bright colors to the palette. Energetic yellow, cheerful orange, inspiring red charge with energy, are associated with positive and fun. Well, if your audience is mainly women - choose purple. Scientists have proven that most representatives of the beautiful half of humanity react positively to this shade, subconsciously comparing it with luxury and wealth.