What is Brand CI❓Business owners need to know
What is Brand CI❓Business owners need to know
Brand CI, commonly known as Corporate Identity or Brand Identity, is the identity of an organization or brand. Defined for marketing purposes and to create recognition for consumers there.
🔸What is Brand CI?
CI stands for Corporate Identity. Thai language is “brand identity”. Many people may be confused. But if Kwan says logo design, graphic design, Facebook cover design, etc., everyone may be at some point. Just what everyone knows, has seen or has done before. Maybe it's just part of the Brand CI design only.
The CI brand is actually a framework or a large framework for all designs of our brand. It is something that will help determine the direction of the design of the brand, whether it is a logo. It is various marketing materials such as product posters, business cards, brochures, how it should go, what colors, what fonts, how to arrange the layout, etc.
Simply put, when we are building a brand that stands out. We will have to create a graphics system of the company. or of our business that is unique Whereas it is not just a logo or packaging alone. It will include many things that make up the face of our brand that will be released to customers. Examples include logos, packaging, and social media designs. For example, when we post something on Facebook. or that the design of the website is part Even the staff's uniforms Souvenirs that we give to customers, business cards, file folders, etc., are also considered as a Brand CI design.
A company or brand that systematically designed a CI body, unique and beautiful. will have an advantage over competitors in terms of reliability Customers can recognize our brand, and the important thing is to make our brand unique and different from competitors. Take a look at an example from a web site called Packaing of the World below. You can see that all packaging designs share the same link, such as the layout. The use of letters, etc., and look in the same direction, such as choosing a color scheme, etc. This is what it is called. “Looks like a brand”
🔸 Importance of CI
1. Create a memory for customers.
to stand out from competitors in the market Imagine that a customer has bought from our store on an online platform. but can't remember the name of the shop When searching for products, they are all found similar products. But customers remember that they used to buy from a store with a blue frame. So come back to buy products with our shop cheaply.
2. Determine the direction of business communication
The more our business is growing, there is an online storefront. There are more communication channels. In addition, having many admins, CI will play a role in making the image and communication of the business in the same direction. orderly and build a stronger brand
3. Reduce confusion
Having a Corporate Identity can help reduce confusion when a business has multiple sales or customer communication channels. Because if a business applies Brand CI to all sales channels or contact channels may use the same logo, font and color scheme Customers will immediately know that it belongs to the same store.
🔸 CI process
The basic principles of doing CI that businesses should take into account are as follows.
It's a very basic ingredient for a brand. If your business doesn't have its own logo yet. It may start with a simple design with a story in mind for the logo to represent our product or business. Nowadays, there are many ready-made logo design programs. that stores can be applied to each other or if you want our logo to stand out Truly unique, you may choose to use a variety of logo design services based on your budget.
Sometimes, customers will recognize a brand or a business in color. What is noticeable is the yellow, orange, red transport business. When I say this, the customer immediately knows who it is. Therefore, it is important to choose a color that represents our business. may choose from the meaning or emotion conveyed through the color And the important thing is to choose a distinctive color. different from competing brands and is memorable
In doing the shop's artwork, it can make customers remember our brand more from the font design we use. should be selected to suit the business, for example, if a cosmetic store May have to choose fonts that convey sweet, cute, or if it's an electronics store. You may have to choose a font that looks modern and futuristic, but it's important to be easy to read.
🔸Brand CI must contain what components?
Element 1: Logo
The logo is a very important element of the CI brand. Because it is the first to help people remember our brand. The logo must consist of the brand's colors. brand letters There may be branded graphics as well. The important thing is that all together, they must be able to clearly communicate the Brand Concept of the brand and have a distinctive identity. Differentiate yourself from your competitors. When a customer sees a product with our logo right away should be able to know immediately that it is a product of our brand not of competitors like this
In addition to the design and communication of the brand concept We need to have Logo Usage or terms for using the logo as well. for example
- Logo styles that can be used in both color, monotone and black and white.
- The minimum size of the logo when used in other designs
- Background color (Backgroud) that can place the logo And when placed, will the logo color be switched or not?
- The distance of the logo to the text frame and the distance from other elements in the image.
Why do we need a schedule? It's for our logo when it appears to the customer's eyes. Must have a good image and must build credibility for our brand and business, sure enough.
Element 2: Brand Fonts
Font or brand letters are very important as well. Because in addition to helping to create recognition, it can also increase credibility to the brand as well. When choosing a brand's font, there are important criteria that must be taken into account as follows:
- The selected font must be suitable for the type of business.
- Fonts selected must be suitable for the concept and personality of the brand, such as strong, reliable, cute, sweet, fun, etc.
- It is recommended to choose both Thai fonts and English fonts. The fonts that we choose for both languages need to be consistent with each other. because when we bring it to make artwork Or in some designs that require both Thai and English languages, such as brochures, websites, etc., when designed, they must look harmonious.
- Font selected should have 2 fonts per language for making Headline / Title i.e. headline or title. And for plain text by Headline, we may choose fonts that are attractive and eye-catching, such as bold, no headings, modern look, but while fonts for text may choose fonts with headings that are easy to read, look comfortable, etc.
Element 3 Brand color
brand color are of great importance directly affect the brand. Help people remember our brand well. In addition, color affects one's mood. on the trust of customers with the brand Including certain colors also allows people to relate to something or something. for example
- Red conveys and expresses fervor, energy, progress, ambition. Sometimes red means danger, chemicals, and serious poisoning as well.
- Blue represents stability, strength, credibility, modernity, technology. Dark blue gives a feeling of silver and calm, but dark blue is almost black, it represents mystery.
- Green represents comfort, airiness, nature, environmental friendliness, bright.
- Orange represents positive energy. originality new beginnings, intelligence, etc.
in choosing the color of the brand Kwan recommends choosing a color shade. because if it is a common primary color It tends to be easy to replicate like other brands or businesses. Chances of choosing the same color as other brands will be less. It is also a good idea to choose a color that will be paired with each other in order to make the application more convenient, beautiful and look more dimensional than using a single color.
Key Element 4: Brand Graphics
Graphics are like some of the symbols that help create recognition for our customers. The reason why we have to have brand graphics is partly because sometimes the color or font we choose may not be very different from our competitors. For example, we are a cleaning business that people Most of them, more than 90%, choose blue and green. Now when all brands use the same color. The fonts look similar, so we need to offer something different for our customers to remember. It includes some symbols. Various graphics added Helps to remember more
For example, the start-up symbol, Now, is a symbol similar to Play, which Kwan named it "Play Forward", referring to moving forward. In accordance with the intention and concept of Startup Now That Kwan wants to create a brand or business that can help SMEs move forward.
Most simple brand graphic design principles involve picking out some of the lines from the logo. and reduce some details Only important proportions meaningful that conveys the brand and helps create recognition Like the Play Forward symbol with stripes in the startup logo, for example.
5th Element of Brand CI: Icons
for this element If we are a large company that requires a lot of credibility, we may need to create a unique icon of our company. to put on the website Marketing materials in catalogs, in company presentations or even on product labels or hanging tags, etc.
Or, for example, a start-up company, Now Kwan, has designed a brand icon for you to put on your website. including various marketing materials such as brochures, etc. It can be seen that the icons of the Startup Now brand will convey various marketing activities, especially online marketing online media
But if you are a small business Kwan thinks that there may not be a need to redraw the brand's icon. But it's recommended to choose a ready-made icon download from Stock Photo sites, such as Shutter Stock, Freepik. There are thousands of them available.
For a website where icons can be downloaded, Kwan recommends reading the article titled. “The right place to download free images” Kwan wrote earlier. In addition to Kwan recommending the website, there is also a video tutorial on how to properly download images/icons. including the principle of viewing the copyright of the image as well
Element 6 Moon&Tone
Mood & Tone refers to the emotions and feelings of customers when exposed to the brand. which comes from trying to communicate the identity, concept, strengths and personality of the brand that we want to convey to customers It may be presented through a variety of designs the brand chooses to use, such as product photos. Content illustrations, graphics, color schemes and patterns on the packaging these etc.
For example, if our product is skin care or organic cosmetics. The highlight of the brand that we want customers to remember our brand is is an organic product Made from natural extracts chemical free What we have to communicate to our customers is naturalness Gentle warmth, safety, healthy skin, etc. Therefore, the mood & tone of the design, the image that we choose to use must also be in the same direction. For example, we may choose to use white-green tones. to convey nature Choose soft tones to convey tenderness, for example.
Like the example picture below, it's the Mood & Tone of Startup Now. that focuses on communicating the feelings of the business owner Brand owners in positive aspects such as confidence, confidence creativity, teamwork, etc., and the feeling that we want to convey to our customers is Be assured that we are knowledgeable consultants. Expertise, experience, ready to share to help you step into success.
The most important thing is Try to control the mood & tone of the brand's designs. To be in the same direction in all marketing channels, such as customers who visit our page Must be able to feel and feel the same emotions as customers who visit the website. including various marketing materials such as brochures Product packaging, cell business cards, must also be in the specified direction.
Element 7: Brand Communication Design
Is that we use Brand CI all 6 elements above to design a mock-up or a real sample model that will be used for our brand or business. That is, whether it's bringing Font, bringing a pair of colors, bringing brand graphics. Let's use it to design it in order to visualize the actual usage and how much size should be set. How is the layout of each piece? To be beautiful and communicate the best brand
🔸Brand Design Book, a must-have item when doing Brand CI
To design a Brand CI, we need to create a document called the Brand Design Book, or like Startup Now, Kwan will call it the Brand Manual. It is a brand design handbook that compiles guidelines, directions, formats and requirements for Do brand design work, whether it's for offline use or online use. systematically compiled Can be used as a reference to the brand's design forever until there is a rebranding (Rebranding).
Having a brand design manual or the Brand Design Book / Brand Manual will help us to extend the design work easily and more conveniently. because there is already a defined framework and design direction So we can work without having to spend time thinking about communicating brand identity every time before designing.
In addition, if our organization does not have a full-time employee graphic But we employ a design company or hire freelancers to design various marketing materials such as content creation, post making, website making, poster making, brochure, etc. Throughout the business, we may not employ just one person. but may employ many Therefore, having the documentation as a broad framework of the design will make it easier for us to briefly outsource those tasks. Including being able to control the brand image in the same direction as well, even if it comes from the design of many graphic designers
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