How to make a brand identity

isla's profile thumbnail
First things first, what's your elevator pitch and business model? This will help us narrow down which resources might be most useful.
sadafr's profile thumbnail
I agree with @isla about elevator pitch and business model. I would also think about your values as a company, and who your target audience is. You need to create a visual identity that fits in with your values and is appealing to the people you're selling to.
maxx's profile thumbnail
Thanks for the reply!
megsandtorv's profile thumbnail
I agree with @isla and @sadafr! I'm a brand designer and so much of the visual piece (colors, typography, photography/illustration style, etc) is directly informed by the company values and target demographic. So nailing that down and defining the key descriptors you want to be communicating with your visual identity is really key.
maxx's profile thumbnail
When you say 'define the key descriptors' are those the elements of every design? Like every design should have a gradient, a 4 pt line and a solid square- do you get that detailed?
megsandtorv's profile thumbnail
So, when I say 'key descriptors', I mean the key descriptors of your company, i.e. 'open, approachable, female-friendly' or 'upscale, exclusive, luxury'. And those descriptors will inform your visual branding. In terms of how specific, I find that early-stage brands often have a smaller, less defined brand to start (we're talking logotype, mark, colors, basic typography, and maybe a few defined graphic elements like 'we use blob shapes' or if you're relying heavily on photography, defining your photographic style i.e. 'bright colored, whimsical scenes with our product sprinkled in'), because that gives them room to grow and evolve their branding as their product offering grows and evolves. And nothing is set in stone! Brands evolve their branding all the time, especially as they grow. That said, it's definitely worth it to go through the exercise of defining your company's core values, offering, and audience, because skipping that step can result in some really disjointed branding down the line (and this process is much more painful to go through when you've already launched a product and now have legacy assets or a digital product to bring in line with the new guidelines).
maxx's profile thumbnail
Thank you, Meaghan. Very helpful insight!
JRShraybman's profile thumbnail
As an Intellectual Property attorney, I also wanted to chime in. While you are developing your brand identity (especially if you're working on something like a logo or brand name), I recommend you consider checking for trademark availability. I've seen folks spend thousands on marketing before securing a trademark, only to find out later that either the mark is ineligible for protection, or worse, someone else already owns the trademark. a small two cents : )