A brand identity system is a set of tools and rules that help create a consistent and recognizable image of a brand across different media and platforms. A brand identity system typically consists of two main components: the visual identity and the verbal identity.
The visual identity is the way the brand looks, including its logo, colours, typography, imagery, icons, and other graphic elements. The visual identity should reflect the brand’s personality, values, message and appeal to its target audience. The visual identity should also be adaptable and scalable to different sizes, formats, and contexts.
The verbal identity is how the brand sounds, including its name, tagline, tone of voice, copywriting, slogans, and other linguistic elements. The verbal identity should communicate the brand’s story, purpose, and differentiation and resonate with its target audience. The verbal identity should also be consistent and coherent across different channels and touchpoints.
Why do you need a brand identity system?
A brand identity system helps you to:
- Stand out from your competitors and attract your ideal customers;
- Build trust and loyalty with your audience and stakeholders;
- Establish a clear and consistent message across all touchpoints;
- Express your brand’s vision, mission and values;
- Enhance your brand recognition and awareness.
How to create a brand identity system?
To create a brand identity system that includes guidelines for the visual and verbal elements of the brand identity, you need to follow these steps:
1. Define your brand strategy. This involves clarifying your brand’s vision, mission, values, positioning, personality and goals. Your brand strategy will guide your decisions on how to design and communicate your brand identity.
2. Conducting a brand audit involves analyzing your current brand identity and evaluating its strengths and weaknesses. You should also research your competitors’ brand identities and identify any gaps or opportunities in the market.
3. Design your visual identity, which involves creating or refining your logo, choosing your colour palette, selecting your typography, developing your imagery style, and designing your icons and other graphic elements. You should also consider how your visual identity will work across different media and platforms, such as print, web, social media, packaging, etc.
4. Developing your verbal identity. It involves creating or refining your name, tagline, tone of voice, copywriting style, slogans, and other linguistic elements. Also, consider how your verbal identity will work across different channels and touchpoints, such as websites, blogs, email, social media, advertising, etc.
5. Creating your brand guidelines involves documenting your visual and verbal identity rules and best practices. Your brand guidelines should include examples of how to apply your brand identity correctly and consistently in different situations and scenarios. Your brand guidelines should also be easy to access and update as your brand evolves.
Conclusion
By creating a brand identity system that includes guidelines for the visual and verbal elements of the brand identity, you can ensure that your brand is recognizable, memorable, and distinctive in the market. You can also build trust and loyalty with your customers and stakeholders by delivering a consistent and coherent brand experience.
A brand identity system is not a one-time project but an ongoing process that requires constant evaluation and improvement. You should test your brand identity system with your audience and stakeholders, collect feedback and measure its performance. You should also update it regularly to keep it relevant and fresh.
