You’ll get a stronger ROI with a brand identity than with “just a logo,” and here’s why.
Logos are an important part of a brand identity. BUT, even a really good logo can only do so much. And if you’re going to invest in getting a good logo professionally designed, you might be disappointed to find out your return on that investment is limited. If you want the money you spend on your branding to attract new customers, create emotional connections with your target audience, convert them from viewers into superfans, and turn customers into supporters and advocators for your brand, well, that’s more than “just a logo” can do for you.
It’s what a well-crafted visual identity built on a research-based strategy can do for you. And that’s where the return on your investment can be significant.
What is a Brand Identity?
Your Brand Identity includes, among other things, the actual visual and verbal elements through which a company communicates its personality and values to its audience. It creates a positive perception of a company and its products or services in the minds of consumers. This is important, because consumers become and stay loyal to brands they know and trust, and with whom they already have a relationship. The more intentional and consistent those visual and verbal elements are, the stronger the effect of the branding. And though there are many components that make up a brand identity, the visual identity is the most outward-facing and visible part of it.
What does my Brand Identity consist of?
When customers interact with your company, they do it through a multitude of touchpoints, such as your social media, website, business cards, brochures, packaging, company t-shirts, etc. In short, they can’t interact with your company without interacting with your BRAND. And all of those elements must represent your brand clearly, cohesively, and consistently, for you to see significant results.
Components of a Brand’s Identity:
Internal: These are parts of the Brand Strategy and set the foundation for consistency across all employees and all outward-facing communications. They consist of:
- vision, mission, values and goals
- positioning statement
- key messaging points
- personality traits and tone of voice
External: These elements are designed based on the Brand Strategy and guide how your external audience interacts with and experiences your brand, and are often referred to as a brand’s visual identity. They consist of:
- tone of voice
- key phrases, tagline
- logo
- typography
- colors
- icons, patterns, textures and design elements
- printed collateral (brochures, direct mail, etc.)
- stationery/letterhead suite
- website design and copy
- social media presence
- brand photography
- advertising or marketing elements
Why is a well-defined brand identity important?
Communicating who you are to your customers can be a tall task. It’s important that your brand is cohesive, consistent, and compelling for your target audience across all touchpoints, to reinforce your brand message and make it crystal-clear to your audience that they’ve found who they’re looking for. Even though your logo is the face of your brand, but it’s not enough on its own.
Giving your customers just a logo to interact with, with no consistency in your visual and verbal messaging, leaves the options wide open for your customers to misinterpret who you are as a company. And believe me, you want to be in control of that narrative. A company with an incomplete brand identity risks, at the least, going unnoticed by their target customers, and at worst, being misunderstood and misrepresented by the general public. This can lead to a negative connotation with you and your brand.
The good news is, the opposite is also true. A company with solid branding that effectively communicates who they are, what they stand for, and how they can make their customers’ lives better can attract new members of their target audience, affirm in their minds why you are both noteworthy and trustworthy, and let them see you delivering on your promise time after time.
Below is an example of a brand’s visual identity (which includes a primary logo, several submarks, a brand color palette, brand fonts, graphic elements for the brand, and several brand patterns), and examples of how those elements look in real-life application. In this example, It’s easy to see how the brand components all work together to create a memorable impression. They communicate who the brand is, what they offer, and help viewers identify whether or not this company is “for them,” and that’s what turns prospects into customers. Wix has excellent insights to share about the topic in this article.
Where does Brand Strategy come in?
A research-based brand strategy builds a solid foundation for your brand. It provides clarity and direction for everyone involved, keeping them aligned with the mission. Your strategy should define who you are and clearly identify the audience best suited for your services. It also helps position your brand in the market, setting you apart from competitors. A clear brand personality and tone of voice make your brand relatable, allowing your audience to feel seen and understood—and more receptive to your message
When developing a visual identity for the brand, a proper brand strategy is essential. It allows each design decision to be made with razor-sharp focus on the company’s goals, with the target audience in mind. This eliminates guessing and ensures that your time and money will be well-spent, not wasted chasing rabbits down design paths that may or may not solve your problem in an effective way.
So, not just a logo?
Since we want to set our clients up for the best success we can, we do not recommend or provide a stand-alone logo option. We know that seeing a return on your investment is extremely important to you, and very few brands will see the results you are looking for with a logo alone. A strategy-driven visual identity system will give you the ingredients you need to launch, grow, and scale your brand in a cohesive way, inviting your loyal target audience along for the ride.
At Lindsey Binion Creative, we create clear, compelling brands for Catholic, faith-based or mission-driven businesses, through brand strategy, visual identity and web design. We bring our clients clarity on their mission and messaging, helping them communicate who they are and how they serve in a way that evokes emotions and creates meaningful connections with their target audience. The first step in working with us is a BrandSpark Strategy Development. We’ll work together to discover what makes your brand tick and combine that with our own research and expertise. You’ll walk away with a firm foundation for your branding initiatives all wrapped up in a single document, which you can either implement on your own or apply to one of our done-for you brand identity or web design packages.
