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
Brand Logo
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.
Iconography
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.
Typography
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
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.
Imagery
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.
Conclusion
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.
Sometimes brand identity can make or break a company. Though if their product is awesome, there would be some leeway here. Getting topography and coloring right for your image does have an effect on customer’s mindset. If it conveys the wrong message to the consumer, even if unintentional, it could be more than just that client lost.
Yes, a company’s external brand should reflect on their internal brand. If the two are not congruent then that could start to show negative aspects to both employees and customers. Which has the potential to cause trust issues for people, and it is harder to regain trust then keep it.
It’s great that you explained the importance of a brand logo for it definitely is your silent ambassador. For many in the online world it will be perhaps the first thing they see of your company, so your impression must convey everything you want to present to a potential new client. Thank you for writing such an insightful post.
Hi,
I’m definitely one of those people who tend to shy away from anything too digital and therefore just stick to the basics! Yep, i also thought that designing a good logo was really straight forward. Boy was i wrong, after reading your article!
I’ve started an free on-line course about social media and digital marketing to try and get my head around the world of on-going technology. It’s like learning the alphabet all over again!!!
Questions that just popped into my head:-
a) What is the difference between a business brand and a personal brand?
b) Does a business brand need less of an internal identity than a personal brand?
c) Can you use a logo for a website?
d) How much market research should be done for both internal and external brands?
e) Where is the best or most popular place or platform, to get the attention of an audience or potential customers?
I should now ideally read your related posts, linked to the internal and external brands.
Thank you for this ever interesting, uplifting and insightful article!
Alright, all great questions, let’s get to them shall we.
a) A business brand collectively describes a group that produces a service or product. Eg. McDonald’s, the first thing that comes to mind is the employees and how they work together to provide product. While a personal brand is more associated with an individual first and then the product, this is usually the case with bloggers and influencers since they place more emphasis on their morals, values and opinions and then recommend products that they believe their audience would like. In most occasions these are paid sponsorships.
b) No it doesn’t. A business brand can have just as much internal identity as a personal brand, all that matters is how much it is showcased to it’s consumers.
c) Of course you can, your logo represents your brand. Put your best representative out there!
d) Well there is really no measurement for how much research should be done since the internal identity of the brand should determines it’s external identity. Thus more time should be spent on your brand’s goal and mission.
e) Well you need to discover your niche and follow your audience. Interview your past customers to learn about their purchasing habits and to learn about how they first came across your brand.