Understanding brand identity and why it's important for your online business

Creating a brand is like building an avatar - every little choice you make is part of bringing the business to life

Branding and identity are two important aspects of any business, including online businesses. Your brand is the overall image or perception that your business conveys to your customers and the public, while your identity refers to the visual and tangible elements that represent your brand.

In simpler terms, branding is the way in which you communicate your business's values, mission, and personality to your target audience. It's the message that you want people to associate with your business. Your brand should be consistent across all channels, including your website, social media, advertising, and any other interactions with customers.

Your brand identity, on the other hand, is the visual and physical representation of your brand. It includes things like your logo, color scheme, typography, and other design elements that are used in your marketing materials, website, and other branded content. Your brand identity should be visually appealing, memorable, and representative of your brand's personality and values.

Having a strong brand and identity is important for any business, as it helps to differentiate you from competitors, establish trust with customers, and create a strong and recognizable image that can help to attract new customers. As an online business owner, it's important to invest time and resources into developing a strong and consistent brand and identity that resonates with your target audience and accurately represents your business.

Brand identity and website design

Your brand identity should be a central part of your website design, as it is one of the most important touchpoints between your business and your online audience. Here are some ways in which your brand identity can be implemented in your website design:

1. Color scheme: Your website should use the colors from your brand identity, which can help to reinforce brand recognition and create a cohesive look and feel. Make sure to use colors that are appropriate for your business and target audience, and that create a visual hierarchy that guides visitors to the most important information.

2. Typography: Your website's font should match the typography used in your branding, which can help to reinforce consistency and recognition. Make sure to choose a font that is easy to read and appropriate for your brand's personality and style.

3. Logo: Your logo should be prominently displayed on your website, preferably in the header or footer of each page. Make sure to use a high-quality image of your logo that is optimized for web use.

4. Imagery: The images used on your website should be consistent with your brand identity and style, and should help to convey your brand's values and personality. This can include using images that reflect your brand's color scheme or that convey a particular emotion or message.

5. Tone of voice: The tone of voice used in your website's copy should be consistent with your brand's personality and values. Make sure to use language that resonates with your target audience and that helps to establish trust and credibility.

6. User experience: The overall user experience of your website should reflect your brand's values and personality. Make sure to design a website that is easy to navigate, visually appealing, and optimized for speed and mobile use.

By implementing your brand identity into your website design, you can create a cohesive and memorable online presence that resonates with your target audience and helps to establish your business as a leader in your industry.

Building your brand

As a new online business owner, one of the most important investments you can make is in the development of a strong brand identity. A strong brand identity helps you to stand out in a crowded online marketplace, establish trust with your target audience, and create a lasting impression that keeps customers coming back.

That's where Marshall Arts comes in. We are a design agency with a passion for creating visually stunning and memorable brand identities for businesses of all sizes. Our team of experienced designers and brand strategists will work closely with you to understand your business's values, personality, and target audience, and to create a brand identity that accurately reflects those qualities.

Here are some reasons why you should choose Marshall Arts to design and implement your brand identity:

1. Tailored to your needs: We understand that every business is unique, and we take the time to understand your specific needs and goals. Whether you're a startup looking to establish your brand or an established business looking to refresh your identity, we'll work with you to create a custom solution that fits your budget and timeline.

2. Experienced designers: Our team of designers has years of experience creating brand identities for businesses of all types and sizes. We stay up-to-date with the latest design trends and tools, and are committed to creating designs that are both visually stunning and effective in achieving your business goals.

3. Focus on strategy: We don't just create pretty designs - we take a strategic approach to every project, ensuring that your brand identity is designed to resonate with your target audience and achieve your business goals.

4. Comprehensive service: We offer a comprehensive range of services, from logo design to website design and everything in between. We can help you create a cohesive brand identity that is consistent across all channels, helping you to establish a strong and recognizable online presence.

At Marshall Arts, we are committed to creating brand identities that make a lasting impression and help businesses achieve their goals. If you are starting up a new online business we would be love to work with you to create a brand identity that reflects your business's unique personality and values. Contact us today to get started!

A short history of "Branding"

From Tech to News to Food, brands have shaped the world we live in

I have always been interested in what makes a brand, which is unusual because I don't really care for brand names and I have never been obsessed with owning one brand over another. My interest lies in a somewhat deeper place that sees a brand a type of fictional person, the persona of a company. Companies in the modern era are literally considered as legal persons with limited liability under the eyes of the law and this emancipation of an idea allowed companies to grow up to become the biggest players in our 21st century world. But a company is just a legal document and a structure without a brand, just like you are just sack of carbon based molecules that consumes energy without your personality.

I see the brand of a company as the thing that personifies it and makes it relatable, and therefor desirable, to its consumers. So I figured I'd write a short article about the history of the concept of a brand, let me know what you think in the comments.

Branding has a long and fascinating history that can be traced back to ancient times. The term "brand" originally referred to a mark or symbol that was burned onto livestock to indicate ownership. Over time, branding evolved into a more complex and multifaceted practice that involved the creation of distinctive names, symbols, and images to identify and differentiate products and services.

One of the earliest examples of branding can be found in ancient Egypt, where merchants would use hieroglyphics to mark their goods. In medieval Europe, artisans and craftsmen would use distinctive marks, or "maker's marks," to identify their products and differentiate them from others.

In the 19th century, the Industrial Revolution led to the mass production of goods, which created a need for companies to differentiate their products from one another. This led to the emergence of modern branding practices, with companies like Coca-Cola and Levi Strauss creating distinctive logos and brand identities to differentiate their products in a crowded marketplace.

In the 20th century, the rise of advertising and mass media further transformed branding. Companies began to use advertising campaigns to create emotional connections with consumers, associating their products with aspirational lifestyles and values.

Over the last 200 years brands and how they fought for their place inside your desires and thoughts have shaped the world we know today. It was Coca-Cola who decided that Father Christmas should wear a red suit (literally dressing up a cultural icon in a branded uniform to match their colour scheme - Father Christmas originally wore a green suite btw.). It was Malboro who glamorised the life of cowboys and Levi Strauss Jeans who defined what it meant to be a rebel youth who was "free". Brands like MTV shaped and informed the design trends of the 90s and Apple has arguable shaped what the future of technology will look like - at least aesthetically.

Here are four examples of brands that have shaped the modern world in their image

Nike:

Nike is a global sportswear company that was founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight. In the early days, the company focused on importing and selling Japanese running shoes. In 1971, the company rebranded as Nike and developed its iconic "swoosh" logo, which was created by a graphic design student named Carolyn Davidson. The logo has become one of the most recognizable in the world, and Nike has used it to build a brand that is associated with high-quality athletic products, innovation, and performance.

Coca-Cola:

Coca-Cola is a beverage company that was founded in 1886 by pharmacist John Pemberton. The company's flagship product, Coca-Cola, was initially marketed as a medicinal tonic and was sold in drugstores. As the company grew, it began to focus on building a strong brand identity, using distinctive logos, colors, and slogans to differentiate its products. The company's famous "It's the Real Thing" campaign in the 1970s helped to solidify its status as one of the world's most recognizable brands. Today, Coca-Cola is known for its iconic red and white color scheme, its script logo, and its association with happiness and celebration.

McDonald's:

McDonald's is a fast-food restaurant chain that was founded in 1940 by Richard and Maurice McDonald. The company's golden arches logo was introduced in the 1950s and has become one of the most iconic logos in the world. The company's branding has been centered around the concept of fast, convenient, and affordable food, with a focus on consistency and quality. McDonald's has used its brand to build a global empire, with restaurants in over 100 countries.

Apple:

Apple is a technology company that was founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. The company's first product, the Apple I computer, was designed and built by Wozniak in Jobs' garage. The company's early branding was focused on innovation and disruption, with the company positioning itself as a challenger to the status quo. In the 1980s, Apple introduced its famous "1984" commercial, which positioned the company as a revolutionary force in the technology industry. Today, Apple is known for its sleek, minimalist design aesthetic, its user-friendly products, and its association with creativity and innovation. The company's logo, which features an apple with a bite taken out of it, has become one of the most recognizable in the world.

The importance of branding for businesses

The brand of a business is extremely important, as it is often the primary way that consumers interact with and perceive a company. A brand is more than just a logo or a name; it is the sum total of a company's identity, including its products, services, messaging, values, and reputation. A strong brand can help a business stand out in a crowded marketplace, build trust with customers, and create long-term loyalty. Here are some of the reasons why a strong brand is so important:

1. Differentiation: A strong brand helps a business differentiate itself from its competitors. By developing a unique and recognizable identity, a business can stand out in a crowded marketplace and create a sense of identity and purpose that resonates with customers.

2. Trust: A strong brand can help build trust with customers. When a business has a consistent and reliable brand identity, it can create a sense of familiarity and credibility that makes customers feel more confident in their decision to do business with that company.

3. Loyalty: A strong brand can create long-term customer loyalty. When a business consistently delivers on its brand promises, it can build a base of loyal customers who are more likely to return to that company in the future.

4. Value: A strong brand can help a business command a premium price for its products or services. When customers perceive a business as having a higher value or status, they may be willing to pay more for its offerings.

Overall, a strong brand is essential for any business that wants to be successful in the long term. By developing a clear and consistent brand identity, a business can create a sense of purpose, differentiation, and loyalty that can help it succeed and grow over time.

What is a social media manager and when do you need one for your business?

At Marshall Arts we work with social media managers to provide them with top notch content and strategies for their social media accounts. As a social media manager, the primary role is to manage a company's online presence across social media channels such as Facebook, Instagram, Twitter, LinkedIn, and more. The goal is to create and maintain a positive online reputation for the company, increase brand awareness, engage with followers, and ultimately drive traffic and sales.

Here are some of the main tasks and responsibilities of a social media manager:

1. Develop a social media strategy: This involves determining which social media platforms are best suited for the business, identifying the target audience, creating content that resonates with the target audience, and setting goals and objectives.

2. Create and publish content: A social media manager is responsible for creating and scheduling content that is consistent with the business's brand and voice. This includes written posts, graphics, images, and videos.

3. Engage with followers: Engaging with followers is an essential part of social media management. This involves responding to comments, messages, and reviews, and creating a sense of community among followers.

4. Monitor analytics: A social media manager must track and analyze metrics such as engagement, reach, and follower growth. This information is used to optimize content, improve engagement, and drive traffic and sales.

5. Stay up-to-date with trends: Social media is constantly evolving, so it's important for a social media manager to stay on top of the latest trends, changes to algorithms, and new features on different platforms.

Overall, the job of a social media manager is to create a strong online presence for a business and engage with followers in a way that drives traffic and sales.

When does your business need a social media manager?

The decision to hire a social media manager for your business should depend on several factors, and the size of your business is just one of them. In general, it's a good idea to consider hiring a social media manager when:

1. You don't have the time or expertise to manage your social media accounts effectively: If you're struggling to find the time to create content, engage with followers, and monitor analytics, or if you're not sure how to create a social media strategy, it may be time to bring in a professional.

2. Your social media accounts are not meeting your goals: If your social media accounts are not generating the results you want, such as increased traffic and sales, it may be time to consider hiring a social media manager who can create a more effective strategy and content.

3. Your business is growing rapidly: If your business is expanding rapidly and you're struggling to keep up with the demands of social media, it may be time to bring in a social media manager who can help you scale your online presence.

4. You want to take your social media to the next level: If you have big plans for your social media accounts and want to create more engaging content, increase your follower count, or launch a new campaign, a social media manager can help you achieve these goals.

Ultimately, the decision to hire a social media manager should depend on your business needs and goals. If you're unsure whether or not you need a social media manager, it may be helpful to consult with a marketing professional or agency who can help you evaluate your options. If this sounds like a step you are ready to take then why not get in touch with us, one of our consultants will gladly sit with you on a call and assess your needs and if need be refer you to a professional social media manager.

I'd love to hear about your experience with social media managers or your thoughts about them if you are considering hiring one. Let me know what you think in the comments!