Brand Identity

What is brand identity?

It is the complete image your customers hold of your company. It’s not just what you display visually in your brand, but what you convey in written language, business transactions and interpersonal interactions as well. All feed into a customer’s perception of the company.

The culmination of several aspects is crucial in building a brand:

Positioning: A concise statement that you would like a customer to say in summarizing the company.
Tone: Adjectives and a description of the feelings your brand should convey in imagery, written language, spoken language and internal actions.
Logo: The Company name in a graphic treatment that will be used in all communications.
Color: A set of colors, primary and secondary, that will be used consistently to convey your brand visually.
Font styles: A set of fonts that will be used consistently to convey your brand visually.
Graphic standards: A set of rules to create a consistent look across all materials in all media. The rules define logo placement, graphical element requirements, imagery guidelines, font styles and sizes, a standardized address block, etc.