Brand identity is a complex and multidimensional concept that includes visual, psychological and value-related aspects.
Editorial
How to create a brand identity: from values, to tone of voice, to visual design
Date
06 May 2024
When we think of a company or a brand, we refer to the combination of its physical, psychological and value-related characteristics. Just like a person, we can identify its overall appearance, recognising it as related or unrelated to our own way of being. This recognition process is none other than the brand identity; the result of how the company decides to appear, communicate and relate to its audience.
Defining brand identity values
Being able to create a brand identity that reflects the values of the brand means building a solid bridge between what the company wants to represent and its audience's perception. A well-defined identity not only increases brand recognition and consistency but also facilitates communication by reaching out directly to people who share the same values and principles.
Identifying the core values of brand identity is the crucial first step in building an authentic brand image. These values not only define the essence of the brand, but also shape all future decisions, from communication strategies to visual design.
The identification of the brand's core values begins with an internal process of analysis and brainstorming in which coherent ideas and themes for the core concepts are compiled. The ideas are then checked to see how they can become central pillars of the brand identity. In addition to the internal consultation phase, it is crucial to analyse and listen to what people say about the company, in order to identify the strengths and weaknesses of the brand, so that we can further build on them.
Once the values have been defined, it is essential to communicate them consistently and clearly in all present and future initiatives of the company. However, in order for the message to be authentic and true, it is necessary to devise a consolidated communication plan that includes tone of voice, design, and methods of interaction with the public.
Developing a signature tone of voice for brand identity
The tone of voice is not so much what the company says, but how it says it. It is the way the brand chooses to connect with people by communicating its story, values, and initiatives. To build an authentic brand identity, it is important to value the words and language used, to be able to compose coherent messages and establish an emotional connection between the brand and the target audience for the product or service.
Two elements have to be considered when setting the tone of voice: the target audience and the brand's value system. Analysing the target audience is necessary in order to understand the needs and expectations of potential customers. If we are addressing a young target audience, for example, we can use more friendly and engaging language; a target group of experienced professionals will require more formal and technical language. It is important not to lose sight of the brand identity in the tone of voice: it must be consistent with the values and personality of the company. A creative brand may adopt a fresh and lively language, while a brand based on loyal and traditional values should to communicate in a more reassuring and institutional way. Consistency between tone of voice and brand identity is essential when building authentic and credible communication.
Creating an appealing visual design of brand identity
In addition to the tone of voice, to effectively convey a brand identity it is crucial to study an appealing and innovative visual design. Elements such as the logo, colours, typography and images play a crucial role in defining the brand image and must be chosen carefully to reflect the company's personality and authenticity.
The logo, for example, should be distinctive but simple, capable of communicating the essence of the brand at first sight. Colours have a psychological impact and can evoke specific emotions or associations, while typography must be legible and consistent with the tone of voice of the brand. To strengthen the narrative and perception of the brand identity, the images used in communications should also be consistent with each other and in line with the brand message. Combining these elements into one harmonious and coherent design is essential to create a lasting and recognisable impression.
Applying a consistent visual brand identity
Consistency is the key to consolidating brand identity and ensuring maximum brand recognition across all communication channels, from physical channels such as shops and packaging, to digital channels such as websites and social platforms. Each element must be applied uniformly, maintaining the same colour scheme and image style across all the different channels.
This framework helps build a recognisable identity and reinforces the brand's image in people's minds. It is therefore important to establish clear guidelines for the visual identity by ensuring that all employees understand and adhere to these guidelines while maintaining the integrity of the brand in different projects.
Monitoring and adapting brand identity
Monitoring the effectiveness of brand identity over time is crucial to ensure that it continues to reflect brand values and audience needs. Gathering consumer feedback, analysing the performance of marketing campaigns and observing industry trends is key to assessing whether the brand identity remains relevant and effective or needs some changes.
Shifts in the market or in the strategic orientation of the company may require adjustments and updates in the visual design or tone of voice. An ongoing process of evaluating and adapting these elements helps to keep the brand identity consistent, up-to-date and well-connected to the public.
It is also important to monitor the competition to understand how competitor brand identities evolve. This will help to identify opportunities for differentiation. Analysing social media engagement performance, customer reviews and sales data can provide further insight into how the brand is perceived and which areas might need improvement. Finally, periodically involving employees and corporate partners in the brand identity review process can provide valuable internal insights and ensure that everyone is aligned with the evolution of the brand.
Do you want to further your skills in design strategy and management? Discover the IED courses and learn how to create a winning brand identity.
You may be interested in:
