What is Brand Identity Development?
All of these, when put together strategically, can help to direct how your logo, colour scheme, typography, office space design, website user interface, social media handles, flyers, memos, company emails, and every other design system should all look.
In a nutshell, this is what we call BRAND IDENTITY DEVELOPMENT. It’s about developing a uniform and consistent visual communication that helps people to recognize you everywhere you appear in the digital space or off-line.
What is Brand Management?
Visually, this would also involve ensuring consistency across every platform (touch-points), ensuring designs and activities align well with the defined brand identity and all of that, ensuring all brand assets are well deployed in accordance to the brand guide, ensuring that every engagements, new products, partnerships and collaborations, all align with the written mission – all of these are what we call BRAND MANAGEMENT.
Where a lot of start-ups miss the point
Furthermore, a lot of brands fail to pay attention to consistency in brand look, brand perception, delivery of brand promise and customer experience across their various platforms (touch-points). This is one major factor that destroys reputation and recognition.
How can you correct this fault?
Additional factors to consider
What makes you a brand is that you’ve got defining factors i.e. boundaries. People can trace how you communicate, your style, tone, community interests and fixed standards. These are the things that help you come off as an authority and also help them trust you easily.
So, as you can see, it doesn’t just end with having a logo and design systems. It’s a whole lot of strategy and planning. That’s where the core of branding is.