Brand Identity for Small Business Owners
Most entrepreneurs want a logo. Even I, a graphic designer, wanted a logo when starting. The problem is that many of us don't understand why we want something. Logos can be expensive, and it is a big risk to invest that kind of time and money based on an impulsive desire.
But where does this desire come from? It has to have some truth to it; otherwise, it would be so widely accepted. The truth is, you do need a good, solid logo; everyone does. However, there are right and wrong ways to achieve this goal.
From Logos to Identity Systems
So we want a logo. But what if I told you there was a way to make it more effective? To be used, not just stuffed away in some folder on your desktop and looking pretty on your social media profile pick, but as both a marketing tool and a branding tool.
Here’s the thing: we aren’t creating a brand identity, because I believe that you already have one. So let’s improve it.
Improving your brand identity takes time, money, and patience. It's not a one-time task but an ongoing process. Investing in brand identity gives you clarity about your business’s purpose from the start and helps you save time and money down the road. Clients of mine have always reported that marketing and moving their company forward becomes easier when they go through this process.
In this article, I will cover the visual aspects of brand identity design (more on the verbal and tonal side later), colors, fonts, and logos in a simple, easy-to-understand way, without the fancy graphic design jargon. By the end of this article, you should: Know how to start the process or have enough knowledge to talk about it.
Element #1: Colors
Choosing the right colors can be tricky. Colors can make or break your brand. Some brands have to adapt their colors depending on the country they are in, as different colors mean different things in different cultures.
Checklist for Picking Out Colors:
Appropriate: Use colors that align with your brand's style, voice, and overall tone.
Contrast: Use no more than 5 colors and ensure they harmonize together.
Now, I know what you are thinking, “Kyle, what about color psychology?” Fair point, but one I purposefully. Color psychology is only useful if your brand operates in a single region. I suggest you research what colors mean in the context in which you plan to do business and for your target market.
Element #2: Fonts
Fonts should be both Legible and appropriate. Use fonts in line with brand style guidelines to maintain a consistent look. Stretching type violates many rules and demonstrates a lack of professionalism. Using accent fonts for paragraphs or headers disrupts brand consistency. Avoid letters touching each other.
Element # 3 Logos
Contrary to popular belief, the logo is often the easiest part of the process. Picking out colors, using the right fonts, and creating the visual tone and aesthetic are harder. The logo reinforces the elements I mentioned earlier. Most brands use their colors and fonts more than their logo.
