Look at your business brand identity (your logo), and ask it: Who do you think you are?
Does the identity’s answer align with what is being sold? It should, now more than ever. A to-the-point brand identity that sings the praises of what is being sold is critical, because the identity is what people remember, and often what they trust. The consumer will often assign a feeling to the visual of the brand. So it’s worth asking your logo who it is.
Brand identities created by Brand Shepherd focus on:
- Clean presentation. There’s a lot being said by an identity, and most of the time a consumer isn’t going to take more than a moment to grasp the big idea. We create identities that get to the point in a clean, simple way.
- Stopping power. An important part of our creative process is competitor research. If what we create just blends into the category, we failed. We aim to create brand identities that jump out and stop the eyes that view them.
- We think ahead and create identities that will accommodate their uses — by either making a single identity that looks great no matter what, or creating variations for specific uses. For instance, if the creation process leads us to a stacked/vertically oriented identity, we need to think about how it can be used at the top of a website, where it will need a horizontal orientation. We think through these scenarios with our clients and create solutions.
- You know how to use it. What do you get, in a practical sense? Brand Shepherd identities always include a digital folder with the identity provided in a variety of formats for in-office use, such as an email or Word® document, as well as professional use for when apparel or signage is needed. In addition, we include a Guidebook on the font(s), color(s), dos/don’ts, and other use cases. When we are done, the identity is ready to be put into full use.