What is an External Brand Identity?
In our two previous articles we discussed Brand Identity and how to optimize it. Through this we have discovered that it is made up of two components, the Internal and External Brand Identity. We also learned that the Internal Brand Identity is equivalent to the personality of an individual.
As a Refresher
The external brand identity of a brand is determined by its internal identity. The visual cues used by the brand to create its identity should be deliberately designed to express the mission of the brand. This is because the visual cues are the most recognizable facets of the a brand’s identity.
Components of An Internal Brand Identity
Having a Logo allows you to communicate as much as possible about the brand’s internal identity. Designing a good logo is not an straightforward job. It involves the examination of a brand’s internal identity to create a consistent visual picture. Thus allowing you to convey the intended message and mission. In addition to being your brand’s silent ambassador, it provides an element that your audience can use to recognize your products.
Although this should be discussed during logo creation as a sub topic, we view it as component in its right. Since iconography creates a subtext for the external identity of any company it is equally important.
Iconography is the single most important element in a brand’s external identity. In order to better convey who / what it is, a brand requires symbols and artwork to do so. It’s not just the painting selected, it’s also the style. A brand that produces luxury goods and services require clear, imposing icons that reflect authority. Whereas a freelance company would choose a quirky, edgy theme. Graphic choices are vital to the creation of a visual space. Because it conveys the internal persona of a brand.
What is Typography? This relates to the style of font and word arrangement that is used to convey an idea. Font choices convey an immense amount of information about the brand. If you’re a tech company, you may want to choose a plain, sleek, futuristic font that conveys a feeling of looking ahead to the future. Nonetheless, this is certainly a poor choice of font for a home improvement firm that intends to convey trustworthiness and craftsmanship.
Why aren’t fonts universal? Because every font has its own built-in connotations. This can strengthen the identification of the mark when used correctly, or misrepresent and confuse the context when used incorrectly.
Color choices have an effect on how a company’s external identity is viewed. For instance, if you are attempting to articulate eco-consciousness, and not integrating sustainability into visual content, you lost a chance of immediately sharing your awareness. Every color convey’s a meaning. Thus developing a color scheme allows your brand to have a consistent external identity.
It is important that the images used by your brand on its website, ads, billboards and other advertising platforms represent your brand correctly. For instance a collection of skincare products is expected to use a marketing campaign that relies on happy faces with flawless, beaming skin. This shot offers a small snapshot of who the brand is and what they care for. Providing images allows your brand to represent itself without words.
Your Brand Identity and how you convey it is crucial. Properly constructing the external identity of your brand prevents your customers from misreading your intentions. However, clarity doesn’t guarantee an external identity that is aesthetically pleasing to consumers. As the creator, it is important learn more about the audience that you wish to engage and cater to.