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Blog
Jan 10

Creating a Brand Identity


A brand identity is more than a logo, typeface, or color palette – but rather a combination of these elements that work together to display an aesthetic or experience associated with the brand. Brand identity can help establish a brand personality that will improve relationships with key audiences. Preserving consistency with brand identity is critical in generating perceptions. A strong brand identity is one of, if not the most effective way an organization can gain a competitive advantage in a saturated marketplace.

An important process that Madak follows to create strong and consistent brand identities for our clients is to develop brand guidelines – a tool to help ensure consistency across brand elements and protect brand imagery and verbiage across different media outlets. Brand guidelines can control the composition, design, and messaging of a company’s branding. It can dictate the content of marketing collateral such as a logo, blog, website design, advertisement, social media copy, and more.

The content included in Madak’s brand guidelines can vary for each client, as every client is different and therefore has different needs. For example, some of our guidelines include just a one-sheet with logo guidelines and usage, brand fonts, and a brand palette, while some clients need those plus guidelines on messaging, brand promises, and brand pillars.

Each one of our clients gets a dedicated strategist to facilitate communication, conduct industry research, craft messaging, set objectives for artistic direction. Our strategist works to identify our clients’ strengths, weaknesses, challenges, and goals to determine areas that could be improved upon. They will then collaborate with our in-house design team to deliver brand materials and a well-thought-out brand guidelines document, as well as any additional collateral that is necessary to support the clients’ needs.