One of the topics that arises with clients when designing their storefront, vehicle wrap, signage, business cards, etc., is Brand Identity. "The expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity."[1] Brand identity is important, because it conveys what the business wants the consumer to associate with their brand. It tells the public how you are different from your competitors, and sets overall personality of your company.
Brand identity is created from all the visual elements of your brand from your logo, the colors you choose, shapes, graphics, business name, to the crafted wording in your advertisements, and fonts you select. Each element needs to be carefully selected to promote your company's branded image. The image shows successful well thought out branding identity. Each logo and name gives the viewer either a positive or negative feeling about the seller.
The layout of your store is also very important in brand identity. Think of the Apple Store and how it seamlessly matches it's product and Apple brand - sleek, user accessible, well placed product, and well placed signage.
That is where vinyl application comes into play. We can add product signage, graphics, frosted cut vinyl - so many branding designs to make your location
match your branding image.
To figure out your branding image - or how you want your audience to view your product once you have all your visuals chosen and determined - you have to answer a few questions.
Analyze the company and the market. Look at your company's strengths, weaknesses, opportunities, and threats—is a proven way to help owners understand their situation so they can better determine their goals and the steps required to achieve them.
Determine key business goals. The brand identity should help fulfill these goals. For example, if your company is pursuing a niche luxury market, your branding should be crafted to appeal to that market.
Identify your customers. Who consistently uses or will use your product or service you offer? Be honest and realistic with your answers and this will help determine brand. If the elderly mostly use your product or service, then marketing to Gen Z would be a waste of money.
Determine the personality and message your business wants to communicate. A company needs to create a consistent perception, rather than trying to combine every conceivable positive trait: utility, affordability, quality, nostalgia, modernity, luxury, flash, taste, and class. All elements of a brand, such as wording, imagery, cultural allusions, and color schemes, should align and deliver a coherent message.
This definitely is important when you want to have your company car wrapped. The design and overall feel should align with your branding identity. If your logo's predominate color is blue, changing it to yellow or red is going to confuse your customers and create doubt about the stability of your company. When you see the below image, you do not even need the store name to know exactly who they are.
Your branding should be the same, especially when it comes to your vehicle wrap since that is your mobile billboard to the entire world.
Building a brand identity is an intense, deliberate, strategic effort, and every choice needs to support the overall message and business goals. Brand image is very important. Think of the different feelings you get when you compare Walmart to Target, Dunkin Doughnuts to Starbucks, or Pepsi to Coke. Once you decide the perception you want to be associated with your business, Wrap Stars ATL can build your brand identity.