Is it true that “a picture is worth a thousand words” as Napoleon Bonaparte once stated? Imagery and our perception play a powerful role in what we do, how we feel and who we are. Converting that perception to reflect an organizations narrative, culture, and core values is what builds brand identity.
Brand identity is communicated through the visual components of a brand. When the visual elements are combined effectively, the message connects to inspire. A brand identity distinguishes you and echos in the minds of your consumers, customers, employees, suppliers and the stakeholders. The success of this is where the road merges from brand identity into brand loyalty.
The development of a business identity is a process. Here at Arrae we term the process “brand mapping”. It seeks to specifically clarify what the brand’s platform is – the message, as well as the reaction and experience that are desired as people begin to associate with the brand. The process includes several key factors that need to be defined in order for the brand identity to be affective.
Research & Positioning
Your brand’s positioning and core values are where we begin. Our business identity design team will begin to determine who, what, where, why and when your brand evokes a connection and need. This phase of the process is based on in-depth research and collaboration that will widen the perspective, allow things to be looked at in a new light, and explore the opportunities that are revealed.
Visual Brand Guides
The results of the research and positioning phase will lead to a design brief that will guide and establish cohesion for the brand identity. The logos, icons, color palettes, typography, layouts, measurements and other aspects are the guidelines that safeguard that the identity of the company is kept consistent. Along with creating unity, keeping the visual components cohesive enables the brand to be easily identifiable.