It's an experience that separates different products and services in a world where quality is often comparable or the same. It's emotional, visual, historical, and human.
Seth Godin has a great definition of brand that addresses this point: "A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another."Ī logo, packaging, typography, and personality all represent a brand, along with customer service, price, product quality, and corporate responsibility, but a brand is a bit more intangible. It's a symbol that represents a deeper emotional tie. For example, people might use the word "brand" to talk about logos, though a logo is just one part of a brand. The word "brand" is used pretty loosely these days.
Get a head start on digital brand management with our free eBook: How to build your brand in 2021īefore we go over the 7 elements of brand identity design, we need to align on a few key definitions. I've boiled it down to 7 elements that you'll need to include as you create your own brand identity design and work toward the larger goal of building a well-loved brand. In this post, I've assembled information that's scattered across the web to provide an authoritative guide to corporate brand identity design.