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At the very basic level, logos are symbols made up of text and images that help us identify brands we like. But they can be so much more! A good logo is the cornerstone of your brand. It helps customers understand what you do, who you are and what you value. That’s a lot of responsibility on a tiny image! Here’s the definition of what a logo is and how to make the most of it. A logo is a symbol made up of text and images that identifies a business. A good logo shows what a company does and what the brand values. Logo design is all about creating the perfect visual brand mark for a company. Depending on the type, a logo usually consists of a symbol or brandmark and a logotype, along with a tagline.

Brand Guidelines (also commonly referred to as “brand standards”, “style guide” or “brand book”) are essentially a set of rules that explain how your brand works. These guidelines typically include basic information: An overview of your brand’s history, vision, personality and key values. Brand message or mission statement – including examples of ‘tone of voice’. Logo usage – where and how to use your logo including minimum sizes, spacing and what not to do with it. Colour palette – showing your primary and secondary colour palettes with colour breakdowns for print, screen and web. Type style – showing the specific font that you use and details of the font family and default fonts for web use. Image style/photography – examples of image style and photographs that work with the brand. Business card and letterhead design – examples of how the logo and font are used for standard company literature. If you’re just starting out and you only require a few key marketing tools at this point, focusing on the above areas may be enough. However, to make sure all your bases are covered, you may choose to go with a more detailed Brand Book that also includes: – Design layouts and grids – Social media profile page applications – Brochure/flyer layout options – Website layout – Signage specifications – Advertising treatments – Merchandising applications – Copywriting style (a.k.a. “tone of voice”) – Editorial guidelines Brand guidelines should be flexible enough for designers to be creative, but rigid enough to keep your brand easily recognizable. Consistency is key, especially if you need the brand to extend across multiple media platforms.

A brand audit is a checkup that evaluates your brand’s position in the marketplace, its strengths and weaknesses, and how to strengthen it. A brand audit should cover three areas: Internal branding — your brand values, mission and company culture

In its simplest form, a brand name is a form of a signature that gives credit to the creator of a particular work or service and sets it apart from those created by others. Two of the main purposes of brand names are: Identification: To differentiate a particular product or service from other like or similar brands.

A brand slogan is the advertising tagline that conveys the brand’s spirit in the shortest way possible. In just a few words, you’re expected to grasp the vibe of your brand.

Brand architecture defines the role of each brand and acts as a guideline for the interrelationship between the brands in your organization. When thinking about adding a new brand or product, it is crucial to understand where it will sit within your organization.

Brand positioning strategy is about finding a right place for a brand in market place as well consumer mind. A consumer should easily identify that for a given need or want this is the brand. If brand fails to do this, it simply becomes just another product or commodity on supermarket or mall shelf.

Visual identity is a collection of visual elements that serve to represent and differentiate a brand. More specifically, it refers to any visible components such as a logo or brand colors that help customers identify a brand.

What is brand voice? Brand voice is the distinct personality a brand takes on in its communications. Imagine you went to a dinner party and you’re chatting with all the guests. One person stands out because they’re great at storytelling in a distinctive, unique way.

A brand mark is a symbol, element, art design, or visual image that helps immediately recognize a certain company. It is essential for developing and maintaining a brand’s image.

A brand consultant is an expert who helps companies define, sharpen, and grow their reputation over time – which makes the brand a more important driver of business performance.


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