Build your business with intelligent brand equity

Every successful business has succeeded, in part, due to solid, positive brand equity - that is, the ability to create a lasting impression in the mind of consumers.

Major brands can often be identified merely by a symbol or a selection of colours, some just by a font. To get that level of brand equity, your business must start with a good visual image.

Brand equity starts with visuals

"Companies should have a think about who they are, what they believe in and what type of image they want to portray," says James Calvert of Your ID Graphic Design.

It's important that your brand reflects your industry as well as standing out, says James. "A point of difference might be an element of the business in practices or location or service."

The essentials for a strong brand

"Brand equity is the importance of having an image that represents your values and goals, but that will also stand out on a range of different applications," says James. 

Universal elements of strong brands include:

• a bold, individual logo
• a clear, consistent colour scheme
• concise, catchy slogans.

A defining logo

Your logo is an instant visual signifier and will represent your business to the general public. "The logo design is all-important as far as branding is concerned," says James.

Tips for a stand-out logo: 

• Experiment with images atypical to your industry.
• Try choosing an uncommon font.
• Look for dynamic angles and perspectives.
• Stick to one or two colours for ease of reproduction.

"The secret is that you have to make the logo trendy enough to catch the eye but conservative enough that it doesn't date," James explains.

Colour schemes 

Brands can be instantly identifiable just from the colours they have chosen. Colours can also suggest qualities - like 'exciting' red, 'trustworthy' blue or 'earthy' green.

James proposes the example of fast-food chains: "If you're after a punchy image that will suggest action and activity, you'll go for bright reds and yellows and other extroverted colours."

Your new identity

To create a comprehensive image and package, a graphic designer will not only consult with the business itself, but research the industry as a whole and assess your competitors' branding.

After agreeing on a direction with you, designers can provide a wealth of promotional material to ensure that your brand is comprehensive and robust.

These materials include:

• logos
• slogans
• style guide and typefaces
• brochures and flyers
• websites
• business cards and letterheads. 

Investing in equity 

"Having a good solid brand portrays the message that you can be relied on; that you're professional; that you're an established business," James asserts.

Reap the benefits of a trustworthy and consistent corporate identity by contacting a design professional today.