One of the most exciting things about branding and design is how working to solve a particular problem can lead to not only a solution to that problem, but broader applications as well. Keep this in mind as it will come to play later on.

The term brand is such a broad concept of corporate identity,  and goes beyond the company/product name. It's a term, a design, a symbol or any other feature that identifies one seller’s goods and services as distinct from those of other sellers. A brand is used in business development, strategy, marketing, advertising and forms a key tool to distinguish from a generic identity.

For today's post, we are gonna show you a quick guideline designed to help you understand the brand identity concept. Follow these principles and conventions to achieve a consistent user experience of your brand.

Its quite automatic, that when you think of the term brand(ing), the first thing to pop in your mind is, "The logo". And yes you are very right, the logo design plays a key role in a brand identity. A logo spells/illustrates the brand name and should always be used to represent your company identity.

A good logo design is one that is immediately recognizable, inspire trust, admiration, loyalty and an implied superiority. The logo forms one aspect of the other brand entity tools, like shapes/illustrations, colors, symbol, fonts, and images usually are strikingly different from other logos in the same market niche.

The best of a logo is one that is simple in form, and conveys an intended message with a concept or “meaning”  and should be able to be used in any size and, in most cases, be effective with a variety of colors.

Are you looking to get a deeper insight on your current brand identity process. Check out our Creative Lab Here.

The symbol

In rare cases, a logo may come with a distinctive symbol. Say, your product is an app, and you need to come up with a simple icon for your app, an approach that can be used to create icon variants for different software platforms or app stores. Beside the brand name, you'd need a clear symbol for your app icons. The icon symbol is mostly a standalone glyph derived from the logo lettering and should be used as an icon to indicate your apps, preferably with the full product name added in text. The symbol can also be used on its own if space is tight and the logo needs to be shortened or presented in a compact way.

Color Palettes

A brand design should have color palettes that are used to solely represent the brand and its array of products. The colors should be chosen based on the accent colors of your brand identity and should easily and freely complement one another. A good rule of thumb is to focus on a single color and complement it with a generic black or white as you see fit.

One thing is undeniable, emotions are super powerful and forms a key part of our decision making. As a brand, its very important to cultivate a strong emotional connection with your customers. You can’t tell your company’s entire life story in a logo, symbol or storefront—but your choice of brand colors provides a memorable attachment to your clientele’s hearts.

When choosing your brand colors, keep in mind that they will be used across all your digital representation, starting with the logo to the website to your storefront and even in-store/office space design, in rare cases staff uniforms and most importantly advertisements.

By using the same colors in all your business ventures, you strengthen your brand’s association with those colors, and by extension strengthen brand awareness as a whole. ~ Matt Ellis

Tone of voice

Your brand writing guidelines will help you create a clear and consistent content that speaks with your brand voice and follows your  brand style. Your brand text tone should be friendly and approachable by being smart and responsive. The text should be simple and secure thus creating trust and a sense reliability and finally should have a sense of innovation and visionary.

The tone of your brand should be consistent, this ensures a seamless experience whenever people interact with your brand, whether that’s user interface text in your apps, an email verifying a new account, or a registration page on your website.

Think of the tone of your brand this way – if your brand were a person, he or she would be? ___________ Would these characteristics hold true in any situation. The voice of your brand shouldn’t change.

Here is a quick guideline on coming up with your brand voice: Your brand tone should be;

  • Direct – Communicate in straightforward, confident language that is as honest and transparent as possible.
  • Personable – Words should create the impression of one person speaking with another (“you” the reader) as a friend, not a faceless “user”. However, the emphasis should always be on “you”, with less “we” or “us”.
  • Supportive – Never blame; always offer a helpful solution or suggest a next step (for example, “Forgot your password? Retrieve it here…”, not simply an error message highlighting the obvious: “That’s the wrong password” with no link).
  • Concise – Use active verbs whenever possible and always opt for imperatives before gerunds.
  • Polite – Don’t be afraid to say “please” or “thank you” in instructional copy and calls to action, but don’t overdo it. These forms should usually be used to (gently) remind people.
  • Contemporary – Use contractions when it’s called for, and even take a few language liberties (such as starting a sentence with a conjunction or using incomplete sentences when short and to-the-point will do while avoiding jargon and slang that might be “in” today but could be “out” tomorrow.

The tone should adapt to circumstances and accommodate a variety of audiences It’s always more important to be clear than clever.

In the same way that it’s best to work with a professional graphical designer on the icons, illustrations and images in your app, it’s best to work with a professional writer on your user-visible text. A skilled writer can help you develop a style of expression that reflects your brand's design, and can apply that style consistently throughout your brand.


And finally, whenever possible ensure that your user interfaces and website use  custom consistent font type. The way that the world experience your brand is mostly likely through words. Whether they’re seeing text on your TV ad, reading the about page of your website or looking at the name of your product on the shelf in the supermarket, it’s an experience.  

“Branding is the subtotal of all the “experiences” your customers have with your business”  ~ Brian Eisenberg explains,

So in order to create a positive connotations for your brand, positive experiences are a must and just as your choice of brand colors has an impactful meaning for your brand, typography is equally as powerful in representing the values and tone of your brand and creates a different representation of who you are and what you stand for as a brand.