I Want a Strong Personality
We all remember the strong ones.
Right? I mean your business—your brand—you in the business community. YOU need a strong personality.
Who are you? A sharp business man with a plan and organized schedule? A hippie world traveler who loves to experience the world? A seductive lover full of mystery? Every brand is one—and everything a designer creates is a character development of that person. Who do you want to be?
Never thought of it this way? Take a look at these well-known brands and their personalities—these are the strong personalities of today’s business world:
How does a designer develop the character your business is then? Check out these 6 facets:
Brand Story —This is the heartbeat of your brand persona, the first thing we dive into, and the most important aspect that will dictate EVERYTHING else. A skilled designer will research and brainstorm tirelessly for this step, and if this step is done well, it will make the rest of the process so much easier. It is commonly seen as the company’s mission and values.
Brand Voice—What do you want to say? What are your favorite words? How do you say it? This might be a more difficult concept until you remember Chick-fil-A—everyone knows what they want to say, don’t they? Dove’s beauty campaign is another great example. Patagonia proclaims a strong intercultural message, and Red Bull declares the spirit of pushing limits. We all empathize so strongly with each one. If you don’t have something to say—nobody will listen to you.
Imagery Guidelines—Concepts, composition, and style of your photos must match whatever personality you’re building. Is it minimal? Bold? Simplistic? Vector? Cultural? Historical? Set a few key words and stick by it for a bold message.
Color Palette: You know how much you love those paint samples from Benjamin Moore? Well you should have your own personalized and professionally matched color scheme, all stacked neatly in a beautiful grid, complete with RGB, HEX, CMYK, Pantone formats, and displayed with dominance ratios.
Typography Scheme: Your typefaces are just as important as colors in the design world—and the whole package should include all the formats you’ll ever need: Title, Header, Subtitles, Body, Captions, Page Numbers, Chapter Numbers, Quote Emphasis, etc.
Iconic assets & Illustrations: Yes, you’ll want a style to your illustrations. That personality has a very unique and fun place to pop through these little drawings. They’re invaluable in Instagram story highlights, websites and infographics, email newsletters, labels, etc. And let’s be honest—they’re just fun to pop in wherever you want a little taste of you.
Most people only think of a LOGO when they think brand development. In a well-designed brand identity, the logo should come only after the character is developed. The logo is the signature to the whole brand. It’s a stamp that summarizes it all and a good designer will go through this process even before he begins to attempt the logo.