DESIGN MANAGEMENT

BRAND IDENTITY DESIGN

Brand identity is the visible elements of a brand, such as

• Color,
• Design, and
• Logo,

that identify and distinguish the brand in consumers’ minds.

Brand identity is distinct from brand image.

Benefits of a strong brand identity

What are the benefits of designing a brand identity with Orange Branding:

• Communicates your business personality and shapes your clients’ perceptions of who you are
• Projects the expectations and promises you extend to your customers in terms of quality, service, reliability and trustworthiness
• Creates trust and loyalty from those who do business with you
• Helps the audience differentiate you from your competitors
• Positively influences their purchasing decisions, directly impacting your profitability.

Why is identity design expensive?

Of course expensive is relative. Would you want a crappy identity and sell crappy products at low prices? Sure there are cheap solutions.

 

Our clients aim to sell their quality products at high profit margins, 6-8 times the factory cost price. That means the brand identity of their brand need to be on the level of their western competitors. Better even.

 

What determines the price and lead time?

• Good research
• Relevant positioning
• Fundamental answers in the business plan (5P’s)
• An excellent brand identity strategy
• Strong rationale for the identity system

(and till here we have not designed anything yet)

• Who will receive the message?
• How we want to be perceived by the receiver? Cool? Low price? Fancy? Luxurious?
• What is the personality of our brand?
• What benefits should be communicated? How will that look and do customers “get that”?
• How will we apply the new brand identity design through all the touch points from product, packaging, website, organic and paid social, influencers, printed marketing, Service and customer journey, after sales experience, billing, etc.

 

How to select an agency

Before you want an identity you should also consider how you select the agency and how will you manage the agency.

Orange Branding has helped hundreds of Chinese and foreign clients. We have offices in China and experienced account managers in China – we are well equipped and have the know-how to facilitate explosive brand growth within and beyond China. In Europe, we have a strong team in Amsterdam and Brussels making wonders happen in the European market for our clients.

In the USA, we work with strategic partners in New York and LA, and Nashville.

 

Read more:

https://masterful-marketing.com/strong-brand-identity/

https://blog.tbhcreative.com/2015/05/5-reasons-brand-identity-is-important_14.html

https://medium.com/theymakedesign/top-branding-agencies-bcf12154af9b

https://www.jacobtyler.com/how-leading-branding-agencies-create-a-consistent-brand-identity-plus-the-top-25-branding-agencies-according-to-designrush/

Some great identity design cases

https://milesherndon.com/blog/design-brand-identity-system