How far can your brand's design go?

We're all familiar with the standard corporate identity designs of a logo,  business card, letterhead, email signature etc. These are essentially all created to differentiate you and help customers decide if you represent them or another type of customer. But how far can a company go to differentiate itself beyond the usual stationery items?

The bigger you get as a company, the more sophisticated the competition becomes. In turn you need to be more proactive and more deliberate in trying to stand out to compete effectively. And how would you achieve this you might ask? Many companies take their branding a few steps further.

They develop characteristics for all of their communications, like a brand personality of sorts, and all the branding elements will use those definitions to guide the design. A good example would be Nandos. Every element of how they communicate to their customers is unique to them. Ever notice that they even have their own font, distinct colors and a consistent theme they stick to in all advertising? Here are more elements you can add to your branding to better position your company against competitors:

1. Custom Typeface: An original logo icon is great but a custom typeface for the logo's text can add that extra level of sophistication no one can copy.
2. Custom Icons: To be a leader in your industry you can't be seen to be using the same design elements as everyone else. So companies will also design their own icons unique to them.
3. Custom font: You can create a full alphabet that only your company can use in your promotions to make you even more distinct.
4. Culture/Personality: You can decide how you want your brand to present itself to its audience and make sure you use the correct words and expressions that suit your company culture.
5. Custom graphics/Imaging: Having a consistent theme of how your imaging and graphics look does alot to create familiarity and build trust with your audience aswell.

The more indepth your brand's designs go, the more layered your marketing  efforts can be and the more credible you will appear.

 

We're all familiar with the standard corporate identity designs of a logo,  business card, letterhead, email signature etc. These are essentially all created to differentiate you and help customers decide if you represent them or another type of customer. But how far can a company go to differentiate itself beyond the usual stationery items?

The bigger you get as a company, the more sophisticated the competition becomes. In turn you need to be more proactive and more deliberate in trying to stand out to compete effectively. And how would you achieve this you might ask? Many companies take their branding a few steps further.

They develop characteristics for all of their communications, like a brand personality of sorts, and all the branding elements will use those definitions to guide the design. A good example would be Nandos. Every element of how they communicate to their customers is unique to them. Ever notice that they even have their own font, distinct colors and a consistent theme they stick to in all advertising? Here are more elements you can add to your branding to better position your company against competitors:

1. Custom Typeface: An original logo icon is great but a custom typeface for the logo's text can add that extra level of sophistication no one can copy.
2. Custom Icons: To be a leader in your industry you can't be seen to be using the same design elements as everyone else. So companies will also design their own icons unique to them.
3. Custom font: You can create a full alphabet that only your company can use in your promotions to make you even more distinct.
4. Culture/Personality: You can decide how you want your brand to present itself to its audience and make sure you use the correct words and expressions that suit your company culture.
5. Custom graphics/Imaging: Having a consistent theme of how your imaging and graphics look does alot to create familiarity and build trust with your audience aswell.

The more indepth your brand's designs go, the more layered your marketing  efforts can be and the more credible you will appear.