Brand Identity: More Than Just a Fashionable Term
Think about your friend who has a rugged image, speaks with gritty language, and always defies conventions. He’s the ultimate rebel, right? If he were a brand, he’d definitely be Harley-Davidson.
Now, picture another friend who’s always radiating joy, loves parties, and embraces summer with a huge smile. His enthusiasm defines him. If he were a brand, he’d be Coca-Cola.
This exercise helps us understand brand identity. As Marty Neumeier puts it, ‘Aesthetics are the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.’ Modern branding goes beyond logos and colours; it’s about evoking emotions and creating connections.
The Essence of Brand Identity
At its core, brand identity is how a brand expresses itself outwardly. It’s not just about a name or a logo—it’s everything that communicates what the brand is all about. This includes:
- Logos: The visual symbol of the brand.
- Typography: The style of printed text.
- Colour Palettes: The specific colours used across all materials.
- Messaging: Mission statements, slogans, and overall tone.
- Collateral: Business cards, templates, and other brand materials.
Consistency Across Media and Touchpoints
For a brand identity to be strong, consistency is key. With brands interacting with audiences across so many platforms today, maintaining a unified voice is crucial. Brand identity guidelines act as a blueprint, ensuring all assets and materials are used correctly.
Imagine if every employee and partner knew exactly which Pantone colours to use or how to display the logo. That level of clarity comes from thorough brand identity guidelines, which keep the brand’s image cohesive everywhere it appears.
Apple: A Case Study in Brand Identity
Take Apple as a prime example. In 2022, Apple was the most valuable company, valued at over $300 billion. This wasn’t just because of their products’ specs but how those products make people feel. Apple’s branding is all about emotion and identity.
Apple’s branding strategy focuses on luxury and exclusivity. Their slogan, ‘Think Different,’ captures their ethos of innovation and distinction. When people buy an Apple product, they’re investing in a status symbol, a story, and an emotional experience—not just a high-tech gadget.
Instead of thinking about an Apple product in terms of features like 5G or Smart HDR 4, people see it as an ‘Apple iPhone,’ a symbol of sophistication. This emotional connection is the result of Apple’s consistent messaging and design, which flows through their advertising, product design, and customer service.
The Role of a Design System
A design system isn’t just a bunch of design elements; it’s a strategic approach to maintaining brand consistency. For more on this, check out my essay Design System Guide. It helps ensure that every part of a brand’s presence is cohesive and true to its core values. It combines visual guidelines with practical tools to keep everything aligned and recognisable.
Bringing It All Together
Brand identity isn’t just a trend or a buzzword. It’s essential for a brand’s success, tying together visual elements, messaging, and emotional impact. By sticking to brand identity guidelines, companies can build a powerful, unified presence that stands out and resonates with their audience.
As we’ve explored brand identity in business, it’s time to think about something personal. How are you defining and communicating your own brand identity? How does it reflect who you are and connect with those around you?