How a great brand identity can help bring success to your business
Is your brand identity stopping you from getting more business?
A great company is only as good as its brand identity, but this is perhaps one of the hardest parts of establishing a business. Often companies come across to consumers as sterile or unapproachable in their drive to appear successful. They erroneously make themselves appear too professional, not human, and out of reach. A good brand identity is one which turns a successful company into a friendly person, greeting new and existing customers with enthusiasm each time they stop by the website or storefront or their advertising. That can be done pretty easily…
Keep Fonts in Mind when Designing a Logo
There might not be a strict rule that determines which font a company uses, but there are avenues of user perception that pertain to each type of font. Generally, we can classify fonts into two categories: serif and sans-serif. A sans-serif font is one that is rounder, gentler, and has less hard edges; a serif font is one like Times New Roman, which appears very rigid, proper, and professional.
A company which hopes to build a customer-centric brand identity would almost certainly want to use a sans-serif font. This can be as basic as Arial and Helvetica, or as complicated as a self-designed typeface with rounded edges. The lack of edges can make a logo seem more “pedestrian” and approachable by the average consumer. It takes away the stigma that is often associated with Times New Roman: that of corporate memorandums, university research papers, and official communication from any number of entities. A good brand identity is one that consumers relate to, and they’ll certain relate to a sans-serif font more than the rigid and stuffy appearance of a serif typeface.
Bring a Logo and Brand to Life
Another way to push consumers away is to appear unresponsive to both their needs and the wider world. The best brand identity is one that appears fluid and able to respond to external conditions. The best example of this is the Google logo. It has gained quite a reputation as being a social barometer, a public ticker of holidays, and a create expression of the collective consciousness. The Google logo responds to people, conveys the world, and is always in motion.
Experienced companies and branding professionals all agree that this isn’t just fun and creative, it’s also a genius way to brand a company. Remember that consumers want a company which “gets them.” They want to relate. The best way to relate, in the experience of myself and my colleagues, is to turn a logo into a bulletin board. Have the logo wish shoppers a happy Halloween, or have it comment on the particularly cold weather that’s been going on lately. Relating is half the battle of selling, and this is a great way to do that.
Good Branding Humanises a Company
The idea behind a good brand is that it should be as accessible to a consumer as their best friend, their mentor, or a trusted advisor. Companies need to use their logo, website, and physical presence to make this happen. Leaving behind stuffy fonts, static websites, and creating professional content is the best way to retool a company as young, fresh, relatable, and authoritative.
How does your logo or brand identity stack up?
Does your logo or brand identity look drab and boring?
Does your marketing material look drab and boring, and does it even work?
Is your logo simply just a word or in need of a revamp?
Are you unsure about branding or don't feel proud to present your current image to the world?
Contact me to take advantage of a free 60-minute creative branding & design consultation today.
Thanks,
Clint.