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Brand Identity

You want to stand out in a crowded market. You want your client to choose you, over the competition.

Actually, it’s more than having your clients remember the brand – you want them to tell everyone about you!

BRAND IDENTITY

All the visual pieces of your brand.

fresh brand analysis - gain market share + grow your business with freshsage

“Design is the silent ambassador of the brand” – Paul Rand

Your identity is more than just the mark

 

It’s a whole system, one that needs to work together to send a consistent message. 

Your brand identity is made up of:

NA

It’s all about future positioning your business.

Determining how you want to position yourself in the market – so that your brand is working with you to achieve your goals.

Positioning is all about determining your competitive advantage and how to position that to your target market… being very clear as to how you want to be perceived by your customers.

Logo

i.e. the main mark that your clients recognise

Submarks + Logo variations

Usually your main mark is not enough.

Having a variety of marks is key in various applications – some options are:

// colour variations

// a light / dark options

// a square logo

// a horizontal logo option

// icons

Colour Palette

Colour is a fantastic way to create brand recognition.

Having a specific palette that is used consistently across all touchpoints – helps the client know they are in the right “space”.

Colour also evokes emotion + it’s a fantastic way to convey your brand essence.

Typography

Think of your brand fonts / typography – like and extension of your brand’s personality.

Are you serious, or casual… want to be perceived as modern, or luxurious… your typography is one of the components we use to convey that personality.

NA

It’s all about future positioning your business.

Determining how you want to position yourself in the market – so that your brand is working with you to achieve your goals.

Positioning is all about determining your competitive advantage and how to position that to your target market… being very clear as to how you want to be perceived by your customers.

Patterns + Textures

All I have to say is “Louis Vutton” – and you can instant see their brand pattern – can’t you?

Patterns + textures are just another layer we add to the identity – to increase the subtle brand recognition.

Imagery

Images speak 1000 words.

Choose the wrong images, and you could be sending your clients the wrong message. #shockhorror

icons + brand elements

Having additional brand elements – like icons, brand mascots, illustrations… are another layer that businesses use to build on their idenitty.

An example of this is – the bakers man, the Nando’s chicken, or perhaps the oros man.

You may also have noticed how I used th same icon at the top of this page – as the one on the home page – subtle links to help your brain know you’re in the right place.

Messaging + copy

Words can be mightier than the sword.

and in branding, your messaging should re-inforce the overall identity.

i.e. If we say we are supportive + friendly – but then our tone is stiff + coprorate – it sends a very confusing message to the client.

Some examples of brands identities we created:

Want to book in a complimentary chat

about your brand?

1 Sinclaire Avenue

Bonnie Doon, East London

hello@freshsage.co.za

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whether you're curious about starting a project, or just want to say hello

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