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Create the Best Brand Standing

Nonverbal communication is the practice of transferring information from one person to another without the use of language. It utilizes body language, facial expressions, and gestures to convey a message. But one of the most common forms of nonverbal messaging in marketing is constructed in created spaces with the use of unique images, graphics, font styles, and color schemes. Producing brands that are instantly recognizable has a long history in the marketing space. Long-standing iconic brands convey immediate recognition and can establish a brand’s unique qualities and personality without a word of content. Worth more than a thousand words, a single image can communicate meaning more effectively and efficiently than verbal descriptions in any language. “Logos are the graphic extension of the internal realities of a company,” said Saul Bass.

A brand kit is known as a style guide or manual detailing the collection of visual elements that identify a brand and its persona. It encompasses the creation and utilization of images, colors, graphic styles, and typography that define a company’s unique character, personality, and identity. An effective brand kit promotes uniformity of design consistently across all forms of communication and mandates clear guidelines that ensures all communications align with an established visual identity. A brand can be represented by a logo, tagline, images, or visual content that can attract attention and motivate a consumer to act. Together, these elements are a visual identity of who a company is, what it does, and often what it believes. So, what are some of the best elements that make up a brand kit?

Designing an effective brand kit requires close attention to fonts, colors, and other visual styles so that it is consistent with the chosen brand identity. In a study titled “Impact of Color in Marketing,” researchers found that up to 90% of snap judgments consumers made about a brand were based on color alone. Customers will respond favorably and strongly to a brand if the color and images represent that brand’s personality, culture, and mission. Research has also found that predicting consumer reaction to color appropriateness in relation to the product is far more important than an individual color, and it is extremely important that a brand kit ensures differentiation from entrenched competitors.

Strictly enforced guidelines on how the company brand is displayed is an important element in a well-designed brand kit. The vitally essential elements must be maintained across all marketing collateral like apparel, hats, pens, letterheads, signage, and other printed materials. Rules should be established for the proper use in vertical and horizontal representations and proportional aspects of the logo must be maintained across all expressions. Defending the proprietary identity of the brand is critical. A brand kit should be registered and submitted to copywrite to protect it from misappropriation. This includes company imagery, brand assets, color schemes, typography and specifically created typefaces.

In reality, very few product and service companies have achieved iconic status. The most notable are home to a few historic companies whose brands have become deeply rooted in international cultures. Tiffany and Company has established a distinctive identity for quality and luxury that differentiates its brand from all competitors. The Apple brand is atop the ten best logos in the space today. A simplistic design, it depicts a strong brand personality and company culture that embraces innovation and connects very well with specifically targeted audiences. Trish Hunt, Catalent and a Forbes Business Council Member says, “The first brand that comes to mind is Coca-Cola. I love the brand colors, but its iconic status can be attributed to its long history, global reach, effective branding, and its ability to connect with consumers on a deep, emotional level.”

When all the elements of branding come together it can attract the attention of a market niche and create a distinct persona that motivates a company’s best consumer candidates to act. Marketing and leadership expert Seth Godin says, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

At Junction Creative Solutions (Junction), we understand the importance of creating a brand kit that is authentic and relevant to our clients’ persona, mission and identity. To learn more about how our team of award-winning designers and top-rated talent can assist you in building your brand, call 678-686-1125 today.