Nowadays, we are able to recognise the corporate image of a company through its logo, even before reading its slogan or the text that can be part of it. We are so used to receiving messages from brands, that we have them completely internalised. Have you ever wondered how this happens? I call it the "magic of branding". Basically, the image that companies transmit through branding is the result of combining communication with visual elements. This is because the human being is very visual and tends to remember images better than texts. And this, the brands know it. Therefore, working on each and every one of the elements of the corporate image should be among the priorities of your business
In addition, now that the Internet has assumed such an important role in our lives, it must be considered as another channel when designing the corporate identity and, therefore, the corporate image of a company. Integrating the on and offline channels, allows transmitting a much more coherent and strong image. However, before launching your company or online business, it is necessary that you control certain theoretical concepts well, to create a brand you need:
Research
It is important to carry out, at the same time as the questions, deep investigations about the culture in which you will be immersed and the promises that the people would be waiting to receive from you.
- Define your differential with respect to other existing brands.
- Build project alternatives.
- Analyse the values of the space and the audience in which you will move.
- Trace the advantages and disadvantages of the geographical territory.
- Define the tastes, customs, and behaviour of your customers.
- Know the laws and policies associated with your market sector.
Creative Minds
At this point, the idea is to begin to define a platform of concepts that would serve as the basis for the creation of the identity of your brand in the long term, as well as being the source of inspiration and energy. That is, the concepts, emotions and associations you want to attract, communicate your ideas and be remembered.
In the creative deployment is where issues arise as the Naming : name of your brand, as well as architecture: the set of strategies and tactics that are required to build a portfolio, identify relationships, define hierarchies and discover opportunities. In the same way, this is the time to forget the personality that will define you, the verbal, visual identity, and the promise that your brand design services will fight for.
In this process you should try to make your brand brief and simple. It should be easy to read and pronounce as well. A brand should be pleasant and colourful. It should be original and different from others; a unique touch is always helpful. Even if you already have your corporate identity defined, that does not mean you should stop there.
A good idea to keep your customers attentive to your brand and that it rejuvenates again and again, is to play around with the visual elements of this one. This transmits freshness and shows that your brand design services and your company are active, changing and improving.
