The corporate brand, however large or small, is an essential aspect that must be taken into account from the moment the brand is born, since that image will be the visible face of the company and, even, become part of the company’s legacy.
Often, in the day to day of the agency, we find clients who are not clear about the importance of presenting a coherent corporate brand image in all their media, both off and online.
The visual identity will capture the attributes and values of the brand in a visual way, communicating the whole essence of the brand. And it has to be the same in all the media in which it is present.
If we want to know the most effective brand for our company to reach our target audience, that is, our potential customers, we must be able to answer the following questions:
For example, solid, reliable, integral, aggressive, irreverent, relevant, technological, cold, generous, elegant, jovial, serious, exclusive, etc. We’re speaking about the emotional reaction to the visuals your brand generates.
This will then influence other decisions we are going to make about the visual image (fundamental in online marketing) or the way we will communicate with them (next question).
For example, formal, family, close, popular … are we hip for the young audience or are we more conservative for an older customer?
We can not forget that social media involves a conversation with followers, customers or users of our services or products. How we are going to address them and how we are going to communicate is something that must be defined before opening those communication channels.
It is essential to know who we want to attract, to whom we want to sell our product or service, with whom we are going to communicate … not only to adapt our language and achieve effective communication, but also to adapt the message we want to convey as a brand.
Once the branding specialists at ¡Gotcha! Brands have worked with our clients to answer the above fundamental questions, it’s time to begin the process of corporate branding.
When a business is born, one of the first tasks that the entrepreneur must manage is to put a name to it, that is, a commercial name, the name by which it will be known in the market.
From the point of view of marketing, the criteria to follow to choose a good commercial name for our brand are the following:
Simple and clear: you have to communicate what the company is doing clearly. It is not the same to be called “Ian Parker and Associates” as ¡Gotcha! Brands.
Original: that is, nobody is already using it, while allowing us to distinguish ourselves from possible competitors.
Brief: on the one hand, a short name will allow people to remember it more easily and, on the other hand, and no less important in the world of online marketing, it will allow us to have a brief domain (better in the face of organic positioning), a number of suitable characters to open a user account on Twitter or Instagram, or other social media… fit within small spaces for print and merchandise.
It is, therefore, advisable that before making the final decision, we verify that the brand is not already registered, that the domain is free and we can use it for the company website, that the name is available for use in the networks in which the brand will have a presence.
The corporate typeface is important not only to have a business card with an attractive design. Choosing and combining typographies properly is essential for the company’s website and merchandise.
Two different typefaces are enough to create an attractive design on the web or for corporate flyers. Choose easy typographies to read with an appropriate size and that contrasts each other and keep in mind why you will need them, where you will use them: promotional material on paper, business cards, web page, newsletter.
If the visual identity of your brand is always in the same line and is consistent in all the means of communication available, your corporate brand image will be strong and recognizable by your customers, users, and followers in social networks.
If your brand already has a logo, it is appropriate to incorporate the colors of the same in the brand image, becoming part of the visual identity of the overall brand.
When choosing colors for your brand, keep in mind that if you use many colors in your documents or website, nothing will stand out. Do not use more than 3 or 4 colors, run away from bright colors and do not lose sight of what you want to convey.
¡Gotcha! Brands only uses two identity colors: Bright Blue and Dull Black as it’s corporate identity and shades of grey on the website to separate content with a lot of white space for easy reading.
The logo, the stable graphic version of the brand name, can be formed by:
Logo: Typographic representation. The brand is identified by the text. The logo is a word.
Isotope: Graphic symbol. The brand is identified by a symbol; it is recognized without text. (such as the man’s head with blue glasses used in our logo.)
Isologo: It is a combination of both, text and symbol, that work as a unit and lose the brand image when separated.
Imagotype: Also, in this case, it is a combination of text and symbol, but they do maintain the brand image by separating. In that case, we would have either the logo or the isotope. Think McDonalds, the golden arches is all we need. Or the Nike checkmark. Most large companies can be identified easily by only their symbol.