BUILDING A

BRAND IDENTITY

A Brand is comprised of MANY components, and what those components include is constantly evolving as the world of marketing progresses.

Originally, a Brand Kit/Book/Package primarily consisted of what was known as stationery. However, Brand representation and, especially, official communication channels have transformed significantly since the first printing press was used to create the original business card.

Today, the scope has expanded into the Digital World. Social Media, for instance, serves as the modern equivalent of letterhead/envelope mailing platforms. Even mass marketing emails have taken a backseat (largely due to mailbox spam filters) compared to the public presence that Companies and Individuals can establish on Social Media Platforms. These platforms offer a DIRECT connection with consumers, making it essential for a Brand Identity to incorporate such media as part of its overall development.

Additionally, many companies are embracing the “paperless” route, a process that began with emails more than a decade ago. The traditional letterhead and envelope have become relics of the past (though I won’t miss coupons and junk postal mail). While there’s still something special about receiving personal mail through the post, this sentiment might only resonate with “old-school” individuals like myself. Millennials and younger generations, who have rarely handwritten or received letters, likely don’t even use mailboxes except for legal paperwork. I still recall the excitement of waiting weeks for news from overseas—a feeling that today’s equivalent might be waiting for a cherished Amazon package, especially one without Prime shipping, arriving from somewhere like China.

That said, some Clients will still request traditional items like official letterheads, business cards, and other printed company stationery. Like any project, it all depends on the Client’s specific needs and preferences.

The most crucial aspect when creating a Brand Book/Package/Kit is CONSISTENCY. It’s vital to include clear rules and restrictions for anyone using assets like the Company Logo and other official Brand representations. This includes specifying official colors (CMYK, RGB, and HEX), allowed logo versions (variations for different media and aspect ratio canvases), and usage guidelines. These rules are even more critical than including examples like T-shirts, caps, mugs, or posters, which are separate projects that should be treated individually.

PRECISION is the name of the game.

A Brand Book is, above all, a TOOL for our Clients to use with other vendors. It ensures consistency across all aspects of their Brand. Imagine if Coca-Cola, for instance, did not specify their RED color for EVERY application. There was even a time when they attempted to prohibit the use of their exact pantone® color by anyone else! Without such precision, you might see varying shades of red on posters, delivery trucks, and cans—darker, lighter, more orange, or colder tones. For a global brand, this inconsistency would create a chaotic and unprofessional image.

Many customers underestimate the importance of having a comprehensive Brand Book/Package/Kit, believing that a basic logo suffices and often opting for the lowest bidder. However, I firmly believe that regardless of the size of your business, how you present your company to the world should always be approached with the importance and dignity it deserves. A professional presentation speaks to the seriousness of your business and helps build consumer trust.

As designers, it is our duty to educate every Client on the importance of having a professional and complete Brand Identity.

P.S. If you ever wonder HOW MUCH to charge for a FREELANCE project like this, check out my “Project Budget Calculator“. It can provide a useful reference for calculating the value of your work.

[/vc_column_text][vc_empty_space height=”22px”] CONTACT ME [/vc_column][/vc_row]