As an identity designer, I like talking about the work I do with my clients in a clear and certain manner. You can see the definitions about the work I do below.
A Brand Is How A Company Is Conceived.
Your brand is the image/ feature/perception that people create in their minds when they think about you. It is your reputation that forms in their heads. This is the value that your products, your marketing way- quality and customer service left in their minds. It is the way your shop/store is designed, its smell, an article about you which was published on a newspaper and the way that the customers who shop from you or have your product or service talk about you. And along with all these, it is your logo, business card, and your website. When your customers interact with your company, everything they run into effect their perceptions.
Branding is the effort to effect this perception correctly. You can not check what exactly people may think about you but you can turn the products that help you interact with them into an advantage.
And Identity Is A Set Of Visual Elements Of A Brand.
What comes after a brand is “brand identity”. (It can be named as corporate identity or branding identity as well. The keyword here is ‘identity’. Every brand has its own identity even though it is not formed as a card, the same way as your ID defines who you are. Every tangible element you come across when you interact with a company contains identity design.
Logo, colors, fonts, icons, letterhead, business cards, envelopes, websites, packaging, uniforms, office aesthetics, promotional swag, social media, email signatures, signboard, messaging.
The user guide which defines all these tangible elements and presents technical information about the way they are used is called branding guidebook.
A Logo Is A Subjective Mark That Represents The Company.
Your logo is the strongest part of your company that makes people remember your brand. It also is the basic part that directs the design of all visual pieces which create your identity. Of course, it doesn’t have to tell everything about what you are doing. It is just a plain and subjective shape that describes your brand. When you take a look at E-commerce company Amazon’s logo, while smiley face represents the customer satisfaction. It doesn’t give information such as how many countries Amazon serves, which product categories are present or the policies about refunds. However, the perception in your mind about customer satisfaction works as a stand-in. Even though you don’t know what this symbol is, it is possible for you to guess some characteristics of the company.
What Do Identity Designers Do?
Identity designers determine the direction you are taking with the visual elements that you are using for your brand. Such as your logo, your brand’s colors, typography, stationary elements business cards, letterheads social media elements, websites and so on. These should be specialized for your company and help people conceive your brand. A corporate identity designer won’t tell you how a printer that is in your company can be used more productively or how your employees can get to the coffee maker more easily. However, they can help you create the correct image and sense about how people can accept your brand in the correct way.
The Advantages Of Working With An Identity Designer For Your Small/Medium – Sized Enterprise.
You might be a small enterprise launching a brand-new business. Maybe you are a growing company or you are questioning whether you should be updating your present brand identity or not . Maybe you took over your business from your father or your grandfather and you realized that your brand should be up to date and in the best quality nowadays. Well then, don’t you think that all these reasons are worth to invest in for a new design?
For the businesses whose customers are only in the neighborhood they are in, it wouldn’t probably be worth it. Think about dentists and plumbers. They are the businesses who serve locally and the job they are doing it more important than their images. But this is only valid in specific business fields. Other than that, if you are in a field of business which requires you to increase the possibility of your products’ visibility and your income such as (food and beverage, hospitality, fashion, arts, financial services, health, and wellness, etc.), an identity designer will be very influential at creating this effect. Correct designs which will create your brand can help you out.
Instead of looking like a company that was established yesterday and whose business cards look like they were printed through the office printer, you should look more professional!
Beautifully designed materials and printed materials show that you are getting bigger and bigger as a company. Customers want to work with successful companies.
A strong identity design sticks in customers’ minds. After people see it several times, it becomes more noticeable and familiar to them.
Customers are drawn to visually attractive companies more!
Two Points To Think About When Creating Identity Design
There are some factors that we should be careful about while creating a brand identity for small businesses and enterprises.
Your excitement, the reason you are doing this job, your beliefs, values, and thoughts create the culture of an organization. The more sincere these values are, the more effect it has on your brand identity.
What does your target audience need? What do they like and care for? Your brand identity is not made to make you happy but your customers. Show them that you can relate to their needs with an impressive design.
When your start-up’s language and visual elements represent the same thing, it means that you achieved what you are aiming for.