Defining your brand identity isn’t something that happens over night. Making decisions as to how your brand will come across, like color palette and logo design, are ones you have to seriously think about. At Colorado Canopies, we can help you gain an intimate understanding of your brand. We know this can be really intimidating, it doesn’t have to be. With us guiding you, you can move through the process effectively and produce something truly spectacular and cohesive. Below are a few steps to get you started!

1. Defining a brand identity 

            Brand identity is an outward expression of a brand. This includes its trademark, name, communications, and visual appearance. It is the sum total of how your company looks, feels, and speaks to people. Ultimately, brand identity is a way to communicate with the world what your company is all about. Remember, brand identity covers way more than just a logo and color palette. When designing your identity you need to create a comprehensive language that you can apply throughout the entirety of your company. Depending on your brand, your needs may be more expansive, but a basic identity will include:

• Logo
• Colors
• Typography
• Design system
• Photography
• Illustration
• Iconography
• Data visualization
• Interactive elements
• Video and motion
• Web design

Now you know the basics towards creating a brand identity it needs to be effective and strong. We’re talking about an identity that works for everyone, both your internal team and the people who will interact with it. Here are some key factors towards creating a strong brand identity:

• Distinct: It stands out among competitors and catches people’s attention
• Memorable: It makes a visual impact (think about Apple’s logo, it’s so memorable that they never have to type out their name)
• Scalable and flexible: it can grow and evolve with the company and brand
• Cohesive: each piece compliments the identity
• Easy to Apply: It’s intuitive and clear for designers to use

• Complete your brand strategy

A brand strategy is a detailed plan that outlines exactly what you are wanting to achieve and how you’re going to achieve it. It is comprised of your:

• Brand Heart: purpose, mission, values
• Brand messaging: brand voice, personality, tagline
• Brand Identity: logo, color, typography, etc. 

In order to create a strong brand identity, you need to complete the foundational work of creating the brand strategy. The help you understand what it is you’re trying to communicate. Approach this with a philosophical and highly critical standpoint. The goal of this is to understand how your brand is being perceived, both internally and externally. Ask a lot of questions during this stage.

• Know your face

You will want to dive into your personas at this point. What does your intended customer want to see within a brand? What will make them want to interact with you and your company? Next, identify your competition and look at their branding choices. You want to stand out as much as you can, while still staying true to what it is you do. Once you start to get an idea, brainstorm your own visuals. Start by writing down key words. These will lead to other possible ideas. For example, fast to cheetah to lightning bolt to Zues. 

• Design Visual Elements

Here comes the most exciting part, designing the visual elements of your brand identity. Below are a few things to think about to get you started. Contact us to see what else you should be thinking about. 

• Logo: Each element influences the next, but it all begins with your logo. Get out some pencils and sketch something that you want to see within your logo. Then, contact us to put it all together and make it professional. 
• Colors: Once you are 100% happy with your logo, explore the color palette. Color is a great tool to separate yourself from your competitors. But, remember that color can also elicit strong emotions, so choose wisely. A good color palette is clean and flexible. You will want to choose one main color, two primary colors, three to five complimentary colors, and two accent colors. 
• Photography: This plays a huge role in your identity. From product images to advertising, it’s important to identify clear guidelines about the types of images you want to display. 

• Administer a cohesive design throughout your entire company 

            Designing a successful brand identity takes a lot of work and collaboration. Make sure that your team is on the same page and empower them to do their best. If you’re feeling overwhelmed, don’t worry. Here at Colorado Canopies, we are here to help you. Let us take the stress off your shoulders and enjoy creating something truly beautiful.