Branding elements
Posted: Sun Dec 22, 2024 7:10 am
These are emblems, seals or design features that a company uses, but they are not protected by law.
Increase Profits by 200%: Download 5 Powerful Tools for Free
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you the 5 most valuable documents that we have developed for our clients.
Download for free and implement today:
How to find out the 5 key marketing metrics in your company?
Step-by-step calculation template with fields where you can insert your data
How to make a KPI for a sales manager based on his work results?
Current template for calculating KPI for sales manager
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
Cold Lead Processing Script Template
A checklist of ready-made questions for engaging cold clients
7 Profitable Marketing Strategies Examples
Will help increase customer flow by at least 30%
Download the collection for free
pdf 8.3 mb
doc 3.4 mb
Already downloaded
153114
Carriers of the company's corporate identity
This refers to any spaces, surfaces or objects that display elements of the organization's corporate identity.
Name Examples
Advertising printing Business cards, leaflets, italy business mailing list questionnaires, badges, tags, calendars, booklets, envelopes, stickers, postcards, posters, door hangers.
Corporate documentation (external and internal) Catalogues, diplomas, certificates, folders, certificates, announcements.
Souvenir goods Keychains, badges, mugs, magnets, awards, bags, protective masks.
Stationery Pens, notepads, albums, notebooks.
Digital media Websites, social networks, internet promotion (contextual advertising, web banners).
Interior of office and retail outlets Brochure stands, racks, exhibition stands, showcases, partitions, pavilions, trade islands, showrooms.
Workers' uniform T-shirts, aprons, baseball caps.
Advertising Banners, branded vehicles and containers, shop windows, information stands, volumetric letters and signs, plaques and pointers.
Corporate identity media can be both physical and digital. Digital media include website pages, TV advertising, online stores, ads, mobile applications and online services. Their special feature is that they can include animation and sound. This makes advertising more effective.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
3 formats of corporate identity
The company's corporate style can be presented in the following formats:
Small corporate identity
It includes the basic elements: logo, fonts, colors, layouts for letterheads and business cards. Sometimes a website and an application are added here.
Large corporate identity
Includes everything from the small ones, plus additional elements (layouts for advertising materials, corporate uniforms, patterns, textures, icons, rules for web pages, and standards for photographs and illustrations). For larger organizations, in some cases, a mascot is created.
Design systems
They are a set of components and rules for their application. Including color schemes, fonts, graphic elements, they also necessarily contain templates for digital interfaces and frameworks. Such systems are usually used in large organizations, as they help to structure work processes:
synchronize the work of various departments and teams of designers and developers;
automate the process of developing interfaces and creative materials using ready-made templates and sets of elements;
bring the visual language, code and rules for using components to uniformity and establish quality standards.
Recommended articles on this topic:
Marketing Department KPI: 11 indicators and calculation example
B2B Marketing: Key Features, Promotion Channels
Example of a cooperation proposal: just follow the instructions
Requirements for the corporate style of the company
The corporate style of a company plays an important role in business development. At the same time, it must meet three main criteria: be practical, attractive and simple. The style must be easily adaptable to various media, attract attention and not contain anything superfluous.
Requirements for the corporate style of the company
Source: shutterstock.com
Other important requirements include the following:
Originality that allows you to stand out from the competition.
Memorability, where brand colors are associated with the brand even without mentioning its name.
Flexibility that allows the style to be adapted to new trends and different usage scenarios.
Harmony, thanks to which all elements fit together and look integral and aesthetically pleasing.
Every designer and marketer should be able to easily use elements from the brand book without the need for additional tools.
Features of developing a company's corporate identity
When creating a corporate identity for a company, it is important to consider not so much logic as emotions. It is necessary to evoke an impression of the product in a person even before he learns about it. Depending on the philosophy of the organization, the client interacting with it should feel more important and prestigious or, on the contrary, relaxed and calm. One way or another, the client must be satisfied in order to want to return to the brand again.
Any approach can be used to create a set of visual constants, from the super-creative to the classic. It is important that the end result clearly conveys the idea and essence of the brand. The following elements can and should be used in this process:
abbreviations made up of the first letters of the company name or the founder's name;
schematic patterns, images of recognizable objects and symbols; variable combinations of writing of each letter;
gradients and shade selections;
key visual images reflecting the company's activities (for example, sketches or photo shoots);
a visual language for sub-brands that harmonizes with the main corporate style, which is especially important for large organizations.
The way to evoke the necessary emotions depends on the nature of the business and its market. If the company operates in the corporate sphere, its visual style should inspire confidence both in the manufacturer, partner and service provider, and in the employer. It is important that key values are conveyed not only to clients and partners, but also to employees.
Features of developing a company's corporate identity
Source: shutterstock.com
In the case of a restaurant or cafe, the corporate identity should create an atmosphere that attracts the target audience and makes the time spent at the table enjoyable. It is important to consider the emotional background of the establishment and expectations from the quality of food.
Retail companies need to stand out from the information noise by clearly showing their main advantages. The design of the stores should harmoniously match the interior and exterior.
Increase Profits by 200%: Download 5 Powerful Tools for Free
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you the 5 most valuable documents that we have developed for our clients.
Download for free and implement today:
How to find out the 5 key marketing metrics in your company?
Step-by-step calculation template with fields where you can insert your data
How to make a KPI for a sales manager based on his work results?
Current template for calculating KPI for sales manager
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
Cold Lead Processing Script Template
A checklist of ready-made questions for engaging cold clients
7 Profitable Marketing Strategies Examples
Will help increase customer flow by at least 30%
Download the collection for free
pdf 8.3 mb
doc 3.4 mb
Already downloaded
153114
Carriers of the company's corporate identity
This refers to any spaces, surfaces or objects that display elements of the organization's corporate identity.
Name Examples
Advertising printing Business cards, leaflets, italy business mailing list questionnaires, badges, tags, calendars, booklets, envelopes, stickers, postcards, posters, door hangers.
Corporate documentation (external and internal) Catalogues, diplomas, certificates, folders, certificates, announcements.
Souvenir goods Keychains, badges, mugs, magnets, awards, bags, protective masks.
Stationery Pens, notepads, albums, notebooks.
Digital media Websites, social networks, internet promotion (contextual advertising, web banners).
Interior of office and retail outlets Brochure stands, racks, exhibition stands, showcases, partitions, pavilions, trade islands, showrooms.
Workers' uniform T-shirts, aprons, baseball caps.
Advertising Banners, branded vehicles and containers, shop windows, information stands, volumetric letters and signs, plaques and pointers.
Corporate identity media can be both physical and digital. Digital media include website pages, TV advertising, online stores, ads, mobile applications and online services. Their special feature is that they can include animation and sound. This makes advertising more effective.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
3 formats of corporate identity
The company's corporate style can be presented in the following formats:
Small corporate identity
It includes the basic elements: logo, fonts, colors, layouts for letterheads and business cards. Sometimes a website and an application are added here.
Large corporate identity
Includes everything from the small ones, plus additional elements (layouts for advertising materials, corporate uniforms, patterns, textures, icons, rules for web pages, and standards for photographs and illustrations). For larger organizations, in some cases, a mascot is created.
Design systems
They are a set of components and rules for their application. Including color schemes, fonts, graphic elements, they also necessarily contain templates for digital interfaces and frameworks. Such systems are usually used in large organizations, as they help to structure work processes:
synchronize the work of various departments and teams of designers and developers;
automate the process of developing interfaces and creative materials using ready-made templates and sets of elements;
bring the visual language, code and rules for using components to uniformity and establish quality standards.
Recommended articles on this topic:
Marketing Department KPI: 11 indicators and calculation example
B2B Marketing: Key Features, Promotion Channels
Example of a cooperation proposal: just follow the instructions
Requirements for the corporate style of the company
The corporate style of a company plays an important role in business development. At the same time, it must meet three main criteria: be practical, attractive and simple. The style must be easily adaptable to various media, attract attention and not contain anything superfluous.
Requirements for the corporate style of the company
Source: shutterstock.com
Other important requirements include the following:
Originality that allows you to stand out from the competition.
Memorability, where brand colors are associated with the brand even without mentioning its name.
Flexibility that allows the style to be adapted to new trends and different usage scenarios.
Harmony, thanks to which all elements fit together and look integral and aesthetically pleasing.
Every designer and marketer should be able to easily use elements from the brand book without the need for additional tools.
Features of developing a company's corporate identity
When creating a corporate identity for a company, it is important to consider not so much logic as emotions. It is necessary to evoke an impression of the product in a person even before he learns about it. Depending on the philosophy of the organization, the client interacting with it should feel more important and prestigious or, on the contrary, relaxed and calm. One way or another, the client must be satisfied in order to want to return to the brand again.
Any approach can be used to create a set of visual constants, from the super-creative to the classic. It is important that the end result clearly conveys the idea and essence of the brand. The following elements can and should be used in this process:
abbreviations made up of the first letters of the company name or the founder's name;
schematic patterns, images of recognizable objects and symbols; variable combinations of writing of each letter;
gradients and shade selections;
key visual images reflecting the company's activities (for example, sketches or photo shoots);
a visual language for sub-brands that harmonizes with the main corporate style, which is especially important for large organizations.
The way to evoke the necessary emotions depends on the nature of the business and its market. If the company operates in the corporate sphere, its visual style should inspire confidence both in the manufacturer, partner and service provider, and in the employer. It is important that key values are conveyed not only to clients and partners, but also to employees.
Features of developing a company's corporate identity
Source: shutterstock.com
In the case of a restaurant or cafe, the corporate identity should create an atmosphere that attracts the target audience and makes the time spent at the table enjoyable. It is important to consider the emotional background of the establishment and expectations from the quality of food.
Retail companies need to stand out from the information noise by clearly showing their main advantages. The design of the stores should harmoniously match the interior and exterior.