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Posted on 10 July 2014

Brand Identity Development

So you've decided to give a facelift to your branding. Where do you start? What are the different items that needs to be included in your branding effort? How do you make sure the look is consistent over different media and at all times? This article will tell you everything you need to ensure you get a great result.

First, come up a colour scheme that suits your business. You may want to refer your logo (if you have one and intend to continue using it). A good colour combination evokes the senses and leaves an indelible impression. It could be harmonious, complementary, monotone or duotone pallette. This is very important. This is not a do-it-yourself exercise. If you're not sure about this, please seek the help of a great designer who has a sense for colour combinations.

Then, make a list of all the items you need to redo. Here's a list for you to get started:

The list

Business cards Logo
CD cover and labels
Compliment cards
ID cards
Goodie bag / Carry bags
Invoice templates


Then, choose a set of fonts. The fonts that will be used in headline, body copy, business cards, etc. These fonts will be consistently used in all your business communication: email, brochure, letters, flyers, website, etc. Your fonts and colour scheme and logo will all work together to create your branding.

How to make sure these are used with consistency?

Brand guide

Any branding exercise will yield fruitful results when they are used consistently, and with care and respect. A squeezed logo, for example, will leave the onlooker gasping and confused. When the branding guidelines of colour and spacing and size and proportion are violated frequently, people will lose respect for the brand. It works very subtlely and it affects the brand.

Okay, now you've been warned of the dangers of not following your branding properly, how to do ensure it's done correctly. Let's call the 'Brand and visual guidelines' to the rescue. Aptly named, it is what it suggests. The branding guide lists in the minutest, in certain terms how each branding element has to be used: the exact sizes, minimum sizes, spacing, colours, typography, margins, logo variations, alternative colours, etc. This guide will also clearly define incorrect usage. This guide will include plenty of examples so there is no ambiguity in understanding. You can simply hand this guide to even a fairly inexperienced designer and still get good work done from them.

This guide will also include layout suggestions.

You can also include tone of voice to be used in your communications: personal, professional, authoritative or friendly. This defines the personality of the brand. It can be anything you choose, but just make sure it is consistent.

Follow the above tips and you will be on your way to giving a powerful, memorable and consistent branding to your business.

If you need any help developing an awesome brand identity, please contact Glint Creatives at info@glintcreatives.com