When design a brand identity, too often business outweighs aesthetic over other criteria. As this value is arbitrary, consider design for meaning. In this article, we go beyond the extent of just a brand identity. Think of an ideal brand identity as a cocktail. An interesting glass one should be a perfect blend between vision, meaning, differentiation, authenticity, coherence, flexibility.

1. Vision

Changes demand willing to take risk, vision requires courage. Behind the success of a brand is the passionate individual or a team who take the leap of faith and venture into the unknown. Despite adversity, rejection and criticism, they overcome the hardship and keep evolving in the process.

Company founders and leaders should take the time to share with strategic designers their ambitious goal.  What keeps them up at nigh and their commitment to the cause larger than themselves.

When Apple decided to remove the 3.5mm headphone jack in its iPhone 7s and iPhone 7Plus, it was immediately scrutinized by the public after Phil Schiller, Apple’s global marketing senior vice president explained on stage the reason behind the change was ‘courage’. Fast forward to 2018, Google used to denounce Apple for the bold move now follow suit with its Google Pixel 2 Series.

2. Meaning

Unilever symbol contains 25 distinct icons, each of which represents the aspect of a sustainable living commonplace. The Olympic logo was originally designed by de Coubertin 1992. The symbol contains 5 interlocking rings that represent five continents, and 5 colours in each ring combine all the national colour of every country participate in the event.

Carolyn Davidson designed the Nike logo in 1971. The footwear company chose its name after the Greek goddess of victory. The swoosh symbol was designed as the abstract form of the wing. Nike’s ‘Just Do It’ in 1988 is highly successful. When athletes and consumers see the swoosh, they are inspired than the bigger ideas which is to live the slogan. The same case with Starbuck Target, their logos became so recognizable that the brands decided to drop its brand names.

Unilever loto type

Unilever symbol contains 25 distinct icons, each of which represents the aspect of a sustainable living commonplace. The Olympic logo was originally designed by de Coubertin 1992. The symbol contains 5 interlocking rings that represent five continents, and 5 colours in each ring combine all the national colour of every country participate in the event.

Carolyn Davidson designed the Nike logo in 1971. The footwear company chose its name after the Greek goddess of victory. The swoosh symbol was designed as the abstract form of the wing. Nike’s ‘Just Do It’ in 1988 is highly successful. When athletes and consumers see the swoosh, they are inspired than the bigger ideas which is to live the slogan. The same case with Starbuck Target, their logos became so recognizable that the brands decided to drop its brand names.

3. Authenticity

More than just being original, honest about a product or service, authenticity means stay true to your company’s true value. An authentic brand usually starts with the founder’s story. Why did you start your business? What keep you up at night? What the challenge your business face and how did you overcome it?

At xolve, we have a list of favourite brands that we look up to. MailChimp, arguably the leading marketing automation platforms, is one them.

Co-founder Ben Chestnut and Dan Kurzius built MailChimp out of a discarded web business in 2007,  when the world finance is on the brink of collapse. At the time, people are getting more annoyed with spam email and even more discouragedly, their competitors already had their hands on the big pieces of the email marketing pie. “It’s never been about email,” say Foreman, the VP of product management, “it’s been about small business, helping them create customers and grow their business” in an interview with Inc.

Fast forward to 2017, the company received 14,000 new customers daily and gained $500 million in revenue. Their secret weapon behind  Mailchimp’s wild success: Freemium pricing strategy and lovable, authentic brand.

MailChimp mascot and wordmark

MailChimp consistently offers fun and pleasured experience in every brand touchpoints. The company cartoonist mascot, Freddie with a quirky smile accompany with a schoolhouse look wordmark, is a good representation of the company’s culture: making work fun, creativity and independence. This also reflects in its witty and friendly copy, fun usage of gif image or surprise gifts to its customers.

4. Differentiation

Whatever industry your business is in, chances are there are a bewildering array of options for a customer to choose from. It is imperative to differentiate your brand identity and stay afloat in the congested market.

As Marty Neumeier put it. “When everybody zig, zag”. The key to differentiation is to known when to pivot or persevere. Brands need to demonstrate what makes them unique and make it easy for their customers to understand.

differentiation is crucial in branding strategy

Three major ride-hailing brands, each with its distance brand identity

5. Coherence

Being coherent meaning provide the same standard of experience when customers interact with a brand. Whether a customer is talking with a company representative, purchase products or service or just browsing the company website, he or she should feel similar. There are several fronts to keep your brand identity coherent.

  • Voice: Everyone in the company awareness of the company’s vision, position and how it wants to be perceived. External communication use consistent voice and internal communication reflect the company shared values and cultures.
  • Look and feel: Design colour, typography, brand graphics, layouts, photography and videography across various media project a unified image that boosts brand recognition.
  • Product and service quality: A hight, consistent level of high-quality product service

We have previously discussed why brand consistency is vital for your business. It boosts brand recognition and builds trust. Building a strong, recognizable and consistent brand in the long haul will ultimately result in more financial return.