Three functions of branding: identity, resonate, endure.
When it comes to crafting branding for your business, there are a few goals to have in mind. Um, wait, I thought my branding was all about capturing a vibe? A unique aesthetic is a must to set you apart from the crowd. But what do you want your branding to do for you? What results do you want for investing in your brand identity?
You may have heard the phrase "form follows function." This idea came from Louis Sullivan. As an architect, Sullivan believed that the purpose of a structure or an object should come first, and the style should come second. Instead of producing a sub-par building with really great moldings, he argued that
In graphic design, it appears that the visual idea comes first. It's especially true when the colors or images leap right off the page to grab attention. But for brand design to truly work for your business, the function needs to be there. An iconic, recognizable brand can add equity to your business. Attracting new customers is a breeze with evocative visuals. And branding with longevity helps to avoid costly rebranding. Isn't that a great return on investment?
Identity
noun
A name or persona—the mask or appearance one presents to the world—by which one is known.
First and foremost, branding should create a well-defined identity for your business. Your logo is the fundamental component, similar to a name tag that identifies the wearer. Distinctly labeling your company to the world is your logo's primary function.
Identification is also why designers recommend using logos, color palettes, and fonts consistently. Consistency in how your brand shows up strengthens recognition among your community. When people recognize your brand, they remember it. People who remember your brand are more likely to support it by shopping and sharing.
Resonate
verb
To have an effect or impact, to influence, to engender support.
Now we get to talk about that all-important brand aesthetic! The style of graphics puts the personality of your brand on full display. There are many design styles, and an experienced designer will match your brand to a design style that embodies your values. Ideally, your branding will be highly attractive to your ideal customer, in a way that makes them say "I love it!" or "That's stunning!"
Color is one of the most powerful tools to elicit an emotional response with your people. Our eyes see color before anything else and throughout our lives, we've come to associate specific colors with environments, experiences, feelings.
Another way branding can impact your audience is to make choices that infuse your branding with story and meaning. Some of the most successful brands have lore behind their logo. People love making sense of the emotional or non-sensical, so go ahead and include some easter eggs in your branding. These hidden gems will be valued by your brand enthusiasts and shared like a secret handshake.
Endure
verb
To last.
Branding is an investment. Think of some other things you've invested in for your business. You wouldn't want to change your shop location or website hosting every year (or five), right? The same goes for your visual brand. It's a foundational tool you want to last a long time to build that recognition and memorability we talked about earlier.
Don't get caught up in trying to adapt a big trend for your brand. Just like fashion, today's popular design style can be gone tomorrow. Your identity should last through changes in trends. In a couple of years, a brand should feel fresh and not dated. Setting a foundation for your brand means choosing design elements that are less trendy and lean more timeless. The longer living a design piece is, the more timeless it should lean. For the website and business cards that you'll be using until you rebrand, make them more timeless. At the same time, your Instagram feed and advertisements can incorporate relevant trends to create excitement.
Is your brand set up to identify, resonate, endure?
DesignRush has recognized Hidden Path Creative among the Top 10 Wisconsin Branding agencies.