A logo or tagline is what often comes to mind when we hear the words ‘brand identity’ but there’s a lot more to it than just the choice of font or lettering.
Your brand identity refers to how you wish to be perceived by your consumers — while a logo, typeface, name, and tagline are all essential to the process, the product or service you deliver along with the entire experience you offer, by not just the visuals but rather its core principles and values determines your individuality.
As a new fashion brand, you will be fighting to get noticed, so you need to find the balance between capturing your potential customer’s attention and looking like you’re trying too hard or worse — not trying at all. Before you even commence the process of defining your brand identity, it is essential to walk through the following steps to help you and your brand strategist better understand what you’re about.
1. Figuring Out Who You Are
Branding refers to the perceived image and subsequent emotional response to a company, its products and services. Whereas identity describes the visual mediums used to represent the company. Together, they define who you are but then again, finding your brand identity isn’t as simple as staring in the mirror. To derive at a wholesome identity system, one can simply start by thinking of the first three words that come to mind and eventually to the consumer’s lips when describing your brand — it needs to be about creating an emotional experience for your target audience. Create a mind map by answering these vital questions;
- What will your business be well-known for?
- What does it stand for?
- What is your brand’s attitude?
2. Visual Perception
Trying to develop your image is a subjective process. Don’t just focus on looking of-the-moment or trendy, think of tomorrow — create an identity that not only will convey who you will be in a couple of years down the line, but will keep connecting with your audience even after a few years. When flipping through the pages of Vogue magazine, one can always notice an aesthetic cohesiveness through their layouts, shoots, imagery and font style; something that stays consistent across all their platforms — it is exactly this standard that a brand must try to achieve through its visual appearance on their social media, website and packaging. Earlier this year, brands like Adidas and Victoria’s Secret gained popular positions as millennials’ go-to brands — one glance at their Instagram profiles is enough to portray how they are not only selling a product but a lifestyle.
3. Creative Fluctuation
Sometimes, it may not be until the business cards are printed, swing tickets are tagged and labels are stitched that you suddenly discover that some people either love it or loathe it or perhaps even you are a bit dissatisfied with the end result. On such occasions when you know something’s gone awry and it just isn’t working, it should be known that it is perfectly alright to rebrand — some of the most well-known names like Burberry and Apple have been no strangers to renovating their image and have only found much growth and success after doing so.
There’s no ‘I’ in creative, especially when it comes to structuring your brand’s identity. Here are some of the best design and brand strategists in the biz to help you take a step forward in the right direction;