A logo is an integral part of strategic branding. Before you get to design a logo, there is a lot more that needs to be done. If we take it step-by-step, it’ll be easier to understand. Let’s begin!
Went shopping and got back with a lot of extra products that you never intended to buy in the first place? Now, think about why you bought them? The packaging attracted you, you recognized the logo and know these products are of good quality, or the pricing lured you?
This is branding done right when it forces you to pay for the things which are not necessary. Branding plays its role even for necessary items and makes you choose a certain product from that brand over several others.
To understand what is essential for branding, we have to understand what is branding and before that let’s have a clear perception about what ‘brand’ actually means.
This word is used so commonly. Sometimes, we confuse it with the company logo but in reality, the logo is just a constituent part of it. A brand is a mixture of the logo, personality, typography, quality, packaging, and customer service along with corporate vision and social responsibility (CSR). More importantly, it is also a blend of emotions, visuals, and history. In simpler words, the experience which distinguished one product from another is a brand.
The brand is about emotional and philosophical concepts and brand identity is the visualization of these concepts. It maintains the reputation of a brand and attracts the customers.
Consistency is important when it comes to branding because it represents emotions behind the brand. It must convey the message of a brand clearly and keep it the same throughout. It is essential that companies seek assistance from brand management organizations to manage their brand identity.
Brand Identity Design
The application of this identity is bland identity design. The process of designing and developing brand components like logo, typography, selecting colors, etc. is brand identity design. There are several aspects which are vital for compiling a good design and impactful branding that is clear and consistent.
Deciding the Purpose and Positioning
You have to decide as a brand that who you are offering your product or services to (your target customers) and why they should choose your brand over other similar brands in the market – this is called positioning of the brand. The reason for your existence as a brand is ultimately the purpose of the brand and you must be very clear about why your company does, what it does. Brand positioning assists brand purpose and makes it actionable. When you differentiate your brand from competitors and know about target customers, the groundwork for success is already laid.
Once you are able to decide these items, it will make it easier to strategize logo, colors, and other components. All branding components should support and convey the purpose of the brand forward.
In-Depth Market Research
It is again an important aspect because until you are not sure about how competitors are moving and what customers want, there is no way you can deliver. There are several ways to conduct market research. Talking to people, interviewing on phone, and detailed group discussions can be very helpful.
The point is to add a human element so people can attach emotions and feelings to the brand. Apart from interviews and discussions, different survey tools might also help.
Decision about Colors
You need to strategically and wisely decide what colors you want to use. Colors that are used in a logo become part of brand identity. Logo colors are known as key colors and rest (if you are using any) are all additional colors. Usually, the logo has one or two colors but some complex designs can have more than that.
The last part is getting to the crux of creating your own unique logo. Remember it is the component of a brand that will be exposed the most. That is why it is vital that people can interact with it emotionally. It should be memorable and nothing can be memorized if it lacks a sense of association. The process of logo creation is very detailed and complex that we need an entirely different blog for that. Watch this space for more information regarding logo design.