A logo is typically the first visual element that new businesses invest in. Unfortunately it is frequently the only visual element they invest in. What they fail to see is the need for more than just a single icon, but a design strategy that will position them and differentiate them from competitors. However, what makes a successful brand identity is often hard for business owners to understand, and for designers to explain.

What Is A Brand Identity?

Most of us understand the concept of brand identity, but let’s take a moment to get on the same page. Brand identity is more than just a logo; it’s a complete visual language for a brand. Aside from a logo (and appropriate alternates), it includes things like color palettes, corporate typefaces, graphic elements or styles and anything that visually represents a company’s brand and sets it apart from competitors.

What Makes a Great Identity

A successful brand identity is developed from the many intangible qualities of a brand that go beyond colors and shapes. It is the result of thoughtful strategic and visual exploration, guided by a process of discovering the important intangible qualities, characteristics and values of a company’s brand.

Purpose

Every element of an identity should have a purpose. Every aspect of an identity should have a reason behind it, and every execution should be meaningful. What separates design thinkers from someone with a copy of Photoshop is the thought and purpose behind the work. A designer should be able to answer an inquiry about the design solution. If asked “why”, there better be a reason behind the design choices made.

Limitations

A solid identity should take technical considerations and limitations into account. As stated, a logo should be designed with technical details in mind, likewise so should the rest of the identity. Are identity elements scalable for use on both business cards and branded environments? Each material or application of the identity will come with different limitations, and the identity should adapt to each situation.

Partnership

A brand identity should be developed in partnership with clients. Branding is a two-way process which should be done in partnership with clients who share equal responsibility in success or failure. Clear communication between both parties is key, and work should be done only after clear objectives are laid out and a comprehensive brief has been agreed on. Designers should not consider themselves merely service providers, but more as business partners concerned about the success of the company.

Brand Position

Identity should support the brand position and definition. What is the brand trying to express? What are the core values or messages of the brand? Answers to these questions are crucial to the development of a successful identity. As the visual representation of a company’s brand, the identity should be in harmony with these intangible qualities. If a company isn’t clear on what their brand position is, facilitating a discovery phase is a great way to help both the client and the designer distill the most important qualities of a brand.

Housekeeping

A company’s house needs to be in order, in support of the identity. How can you brand a company that is always changing its values or organization? Likewise, how can you continually rebrand a company that never changes? Internal affairs need to be sound before an identity can be developed to accurately reflect them. Employees need to be aligned in support of an identity, instead of it being sprung on them. The internal rationale and reasoning in support of a brand needs to be well understood by all.

Solid Concept

An identity needs to be based on a solid concept or idea. An identity based on a weak or cliche idea will end up being weak and cliche. Ordinary brands are easy (and commonplace) but successful identities are based on unique ideas that portray the character of a company in a memorable way. Reliance on a great concept will increase the longevity of a brand.

Research & Strategy

A brand identity should be supported by solid research and design strategy. Another no brainer. An identity designed with no strategy in mind is empty, just something that looks pretty. A design based on market research and strong design strategy, however, solves problems and accomplishes important business goals for the company.

Differentiation

An identity should help differentiate from competition. A successful company should enjoy a unique position within the business community, and its identity should support that. An identity should not only identify that company within the community, but also signify its difference from competitors. In crowded markets, a company can’t afford to be confused with another.

Audience

An identity should be an accurate reflection of the company. It should be designed as a timeless representation of the company, not current trends or a designer’s misguided interpretation. And identity should always be developed with the audience in mind, speaking to them instead of to the company or to the designer.

Integrity

Finally, a successful identity with be flexible and retain integrity when adapted for different media. Whether displayed on a golf ball or a billboard, brand elements should hold up well in any situation. An identity should not need to be refined after the fact to fit, but should be designed with applications in mind — printed materials, one-color situations, websites or branded environments. Alternatives should be provided for any possible application.

A brand identity is much more than a logo, but a whole range of design elements and visual messaging that represents a company. When designed with these fundamentals in mind, an identity will encompass a much deeper meaning and prove to be more successful and sustainable over time.