The three key elements of brand identity are brand name, visual identity and tone-of-voice, or verbal identity.
The best brand names help communicate what you sell, the benefits of your offering, or both. Good brand names communicate at least part of that.
But sometimes you don’t have the opportunity to change your brand name. That’s where a tagline, strapline or positioning statement come in. When well-crafted, these help communicate your proposition and make your brand more memorable, both of which underpin all marketing communications.
Visual identity is often the most subjective element of brand identity. The sheer diversity of successful brand logos demonstrates that many approaches will work. Our philosophy is to ensure that visual design is appropriate to brand and to the audience. It’s also vital that the brand name is clearly legible – you need to avoid ‘clever’ graphic designs that obscure your brand name or message.
Tone-of-voice, or verbal identity, is often the least considered element of brand identity, but it’s a vital one. It’s a powerful tool for communicating your brand’s personality and values. It needs to be clearly defined, then presented consistently to optimize communications effectiveness.