Your logo is an immediate visual representation and signifies your company or product with a symbol or icon. Logo design is usually simple and it may or may not include your company name. It doesn’t sell or elaborate the description of your company.
To be effective, a logo should be instantly recognisable and preferably, memorable. McDonald’s has the golden arches, Apple has the apple logo, Starbuck’s has their trademark symbol. On their own, they don’t tell you anything about the company but yet they are all effective in that we can immediately identify the big business names behind them.
Corporate identity is an extension of a logo. It widens the visual identity of your company. Creating a corporate identity involves drawing up setup identity guidelines to deliver visual consistency in your company. This consistency creates a professional image and makes you immediately recognisable. Corporate identity guidelines lay out the visual devices to be used across your marketing and communications, including:
Take Richard Branson’s company, Virgin, as a good example. Across all his businesses, the same shade of red and V logo is used as a symbolic corporate identity which we can immediately identify as Virgin.
Branding builds into another, much deeper, level of engagement between a company and a consumer. Brands move beyond the visual to elicit an emotional response, often working on the subconscious mind, provoking feelings and associations which convince a consumer to buy into a product or service.
A good way of looking at branding is to consider it as the personality of a company. It’s the ethics and values which a company embodies, how you perceive it and the emotional response which it triggers. According to research, marketing uses the language and visual codes of cool, caring, reassuring, sociable, respect or status to create brand desire. Apple’s branding as an innovative and cutting-edge tech firm focuses on putting out new models for its products – if you don’t have the latest model, you don’t have the status.
Branding creates certain associations. They might be that a product/service/company is:
In an increasingly competitive marketplace, it is more important than ever that your customers know what your company represents, including: the founding principles of your business and the ethos that is behind the quality of your products and services.
We work hard to understand the core of your business as well as the goals and challenges faced by your customers. This is what your corporate identity should be all about being attuned to your customers’ values and being there to help solve their problems.
It doesn’t matter whether your company is global or community-based, by developing a brand which effectively communicates your ethics and values will provide instant recognition and awareness from your targeted audiences. Take the heartwarming example of Innocent Drinks, which grew from three friends selling drinks at a British music festival to a European success story, simply by focusing on communicating its core values of simplicity, creativity and responsibility.
To ensure a consistent message, your branding should run through every single aspect of your marketing, from your website and digital assets to any other marketing material you may use, such as brochures or posters.
This is where our unique experience and expertise come in. At Rak Design we can design and create all of your marketing communications, whether that’s a responsive e-commerce website, digital design, photography or exhibition design. By employing just one agency to work with you on your branding and marketing you can be sure that every comms asset will be consistent with your brand’s message.
Rak Design (UK) Ltd are a creative graphic design & web design agency, based in Northamptonshire, delivering website design and development, digital marketing and corporate branding services that drive tangible and measurable results for your business. If you have would like help discussing how you can benefit from our branding services call the team on 01933 678 522 or complete our online contact form and we’d be happy to help.