Corporate identity, branding, brand book
Are you an entrepreneur with lots of experience, or are you perhaps just taking your first steps in business? In both cases, the above terminology is of great importance to you and your business.
Check what you should know and how to prepare for entering the market of the entrepreneurs. It doesn’t matter if you operate locally or nationwide, whether you are a producer or a distributor. In every industry there is huge competition, where brands compete with each other, wanting to stimulate a need at a customer and at the same time satisfy the need. The only chance is to stand out from the competition, reach the customer’s awareness, to be visible in the thicket of brands and products.
Corporate Identity — a visual identification system for Your brand.
Every organization, be it a small one-man company or a large enterprise, should have its own specific image, also called the culture of the organization. It is this identification system that is responsible for the identifying signs and messages with a given company.
Simply, visual identification is a variety of artifacts, behavioral and language prevailing the interior of a company, as well as physical artifacts exposed to the exterior towards customers. We include slogans, logos, colors, work uniforms and even vehicle markings.
Visual identification aims to dress the company in a coherent message that communicates the main values. Therefore, the following main elements are part of the company’s identity:
— The company’s logo
— The name of the company, slogans and advertising slogans
— Company typography
— Principles and rules for their application
The consequence of this are consistent business cards, advertising gadgets, marketing activities and other advertisements.
Corporate identity shapes the company’s image. It’s how we perceive the company, with which we associate it and its products. Corporate identity may also affect the alleged quality of services and products provided. When choosing the right colors, we can suggest a stereotypical approach, for example, a blue color inspires confidence, and green builds peace and a positive attitude. When creating our own image, we have an impact on many elements, including how we and our company can be picked up.
Logo, signet and logotype — what do you actually need?
Logo, logotype and signet are often used as a synonym, but in practice they mean something totally different. The most general wording is the concept of a logo, it’s a graphic element that reflects the symbol of the company and presents its name. Assuming logo design, we have to remember that it should be unique and identifiable with the company’s character. Graphic design in visual identification always assumes that the company logo consists of 2 elements; these are a signet and a logotype. The signet is the characteristic sign, which indicates the company’s identity, it’s often used on its own on numerous promotional materials or on the website. The logotype is the graphically presented name of the company, which is a kind of reference to the signet.
When designing the logo, we pay attention to colors, font, as well as to the overall message, character, style. It often refers to the industry or product we have.
However, how to use the logo so that it always looks as its marketing strategy assumes? For this purpose, the Mark book is created.
It describes the sizes, colors, as well as the layout of the company’s graphic elements. It provides for the distances to be maintained in the connection with other elements, to make the logo still look good. The mark book also informs about the ways and principles of using trademarks or brand names of given brands. As a result, the use of the marks book gives us a guarantee of the quality of the visual identification we present.
Branding — a tool that directs the image of companies, people and brands.
Public relations, various advertising, as well as self-promotion and branding are one of the most popular tools that are responsible for the creation of the image. The concept of branding comes from the word „brand” which, translated into Polish, means „marka”.
Branding is acting as a reference, so that the buyer of our goods and services would distinguish us from the competitors. It is a name, sign, symbol, and even an example identified with a given company. It is exactly the Brand that is responsible for the creation of the product in a marketing sense.
What does the brand give us?
It suggests features – It builds associations that come to the customer after he gets to know a given name. We can take the example of the Chanel brand, which is associated with elegance and prestige.
It builds value around the brand – It shows what values are important for the customer who purchases the given product. For example, parents as buyers of the Gerber brand are perceived as people for whom the quality of the child is very important .
It informs about the benefits – It suggests the benefits of the given product. It speaks the language of benefits, which the customer will gain by buying the given product, a nice look, peace.
Personality of the customer – A given product or brand has its own target group that has a common element. The customers of an elegant clothing brand are people with good taste who value good craftmanschip, beautiful cuts and styles of the clothes worn.
The secret of corporate identity, the company’s success.
What exactly does the visual identification of the company give us? Why build your unique company identity? Well planned and consistently implemented visual identification is an effective tool which builds the whole enterprise. Firstly it reaches our customers, builds a message and most importantly, thanks to it, we can be remembered, and secondly it distinguishes from the constantly growing competition. A company that does not have an element that makes it stand out, will not have a chance to reach out to the customer’s awareness, let alone remain in it for many years.
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