11 August 2021
Creating Brand Identity
When a customer asks you to create a website with specific branding requirements, it sometimes gets confusing as to what actually builds the brand identity of a company on a website. The important thing here to note is that the logo is not the brand itself, it’s more like a mascot that carries the image of a brand so that people can identify which company the product or service belongs to. The logo does play an important part in creating a brand image for your customer’s company on a website however, that’s not all it takes to create a brand identity, you need to consider the design identity (design system) of the website in a way that portrays the values and business goals of the company you’re designing the website for. The design identity is what gives life to a brand, it’s the thing that creates a bond between a customer and your brand. In a website, the design identity is the design system of the website. Every website has a specific design that gives the website its unique identity. That’s why companies spend fortunes designing their websites from IT service providers rather than creating them from a website maker, even though it would cost a lot less. This is because website makers have their own design system and creating a website from such platforms doesn’t make your website unique because the templates they provide are used by a lot of other people to make their own websites.
Creating a brand identity is not at all hard, it might be a bit tricky and may take some time but eventually, it all works out because once you know what image you want to portray to the customers of your website and what brand you want to associate it with, you have a clear path for designing a website that meets your customer’s specific branding requirements. A brand is the perceived image of the company or product. It has two main aspects that help customers create that image in their mind, brand logo and design identity.
The logo of a brand identifies a business in its simplest form with the use of a mark or an icon. A logo is a symbol that derives its meaning from the quality of the thing it is associated with and symbolises, it’s not the other way around. What a logo means or stands for is more important than how or what it looks like. That doesn’t mean that you completely forget about the logo, the logo has its own value, it’s the first thing that customers notice about your product and it creates a lasting impression. A logo can greatly define how users perceive your brand when they see it for the first time however, logos only identify a business in a way that is recognizable and memorable, they don’t literally describe what the business does. Logos are the embodiment of a business. It’s the first thing that pops up in your mind when you hear a brand, e.g when you think about Amazon, eBay, Nike, McDonald's or KFC, what’s the first thing that pops into your mind, their logo’s right? Hence, logos are identities but what builds the brand of a business on a website is the design of the website.
The design identity is the visual aspect of a website that forms the majority of the overall brand. It represents the unique characteristics of a specific brand and it gives the brand meaning and brings it to life. This is where the real work happens. Designers have to create a unique design specific to the brand in order to portray the values and business goals of the company. Take Google as an example, if we took out the Google logo from its search engine we would still be able to identify it as Google once we see it. This is because Google has a design that is unique to its identity. Digital products and physical products have one thing in common, and it’s that they focus on creating a unique design that gives meaning to the brand. E.g if someone were to paste the apple logo on a Samsung device, you’d easily identify it to not be an Apple device because of the specific design characteristics of its user interface and the overall design of the product. So it’s the design that gives a product its identity and associates it with a specific brand.
In conclusion, creating a brand identity of a website for a business involves creating a logo that speaks of the qualities of the brand, and helps users identify it and differentiate it from the rest of the products or websites. However, it is the design of a product or website that builds its brand identity and helps users to understand what the business is all about and what they stand for.