Lessons Learned While Exploring Brand Identity
by Clive Crasta

Most people assume that branding is all about coming up a name and a fancy logo - that this is enough to get things done. But how relevant is this to the customer a few years down the line? This is where brand identity comes into play. The name, logo, and tagline is what the brand looks like externally, but as we delve deeper we need a vision of the brand. It’s the last element that builds a brand’s identity. Branding is not complicated it just needs the right expertise.

Brands are something we all come across in our day to day lives. Take a moment to think about the symbols you see on billboards everyday on your way to work, or that distinctive tick on the shoes you pull on when you head out for your run, or even how familiar the lettering on your grocer’s signboard has become after you walk past it everyday. Good branding stays with you.

I’ve been doing some reading on brand identity lately, and while I confess my reading hasn’t been very extensive yet, I feel like there’s a lot of new things for me to think about already. Here’s some initial lessons that have stayed with me:

Why even bother with branding?
Good brands serve three primary functions: Navigation where a customer is able to identify a brand amongst the hundreds of its competitors. Reassurance which signals the quality of a product and that makes a customer feel that he has made the right choice by investing in a particular brand compared to the rest, which in turn leads to Engagement which is where brand loyalty comes into place.

Analysing the branding that surrounds you
I noticed that I’ve been observing brands more, analysing each element and thinking about how they are so impactful. Is it the name, tagline, and logo or is it more than that? I’ve noticed that successful brands manage to create an emotion in their customers over time - sometimes it is one that is so meaningful, that whenever we see a particular colour we relate it to a specific brand.

Simplicity versus complexity
Small things matter the most in branding. The maxim “Less is more” has never been so apt as it is with especially successful brands. But it is not a happy coincidence that a simple but effective tagline with a visually appealing, well-balanced logo creates impact. All this has not fallen in place due to luck. It’s deeply reasoned and well-structured brand identity.

I’m sure I’ll start seeing the world through an increasingly more analytical lens as I finish the book. I can’t wait to learn more about brand identity - so send me your recommendations for books, articles, and videos on the subject. I’d love to keep exploring the world around me through fresh eyes.

Clive Crasta is a graphic designer, account planner, and resident funny man at TIP. You can reach him at clive@tip.agency