Brand Identity Systems: So Much More Than Visuals

It’s thanks to a strong brand identity system that people associate Patagonia with environmentalism and rugged apparel or think of Trader Joe’s as being fun and affordable.

These companies also show how a brand identity system is different from a visual identity system. While the visual identity systems of Patagonia and Trader Joe’s certainly contribute to how people perceive those brands, they are just one element of each company’s brand identity system. And in the case of these two brands, the other components work just as hard, if not more so, to distinguish them from competitors.

A visual identity system focuses exclusively on a brand’s appearance. The effectiveness of Tiffany & Co.’s visual identity system, for instance, makes its boxes and bags instantly recognizable with their distinctive color. But it’s the brand identity system that has made Tiffany blue and Tiffany the brand synonymous with luxury. While a strong visual identity system can help a company gain consumer attention and stand out in a crowded marketplace, it’s a consistent, authentic brand identity system that strengthens engagement with consumers.

Key elements of a brand identity system

A visual identity system is an expression or a translation of several other components that make up a brand identity system. In fact, the visual identity can’t truly be established until the other elements have been solidified.

• Brand mission. This is the brand’s overriding purpose: its goals beyond profitably selling products and services. As the foundation of what the brand aims to be and do, the mission is at the core of what distinguishes it from its competitors. Mission should inform just about every aspect of a brand’s actions and messages, and all the other elements of a brand identity system should reflect it. Consider the brand missions of competing tech titans Microsoft and Apple. Microsoft’s brand mission is “to empower every person and every organization on the planet to achieve more.” Apple, on the other hand, is “committed to demonstrating that business can and should be a force for good… We’re always working to leave the world better than we found it, and to create powerful tools that empower others to do the same.” Both companies say that they create tools that “empower,” but one takes a more pragmatic approach while the other leans into altruism.

• Brand values. “Good, fast, cheap: Pick two.” This iron triangle of project management posits that while achieving all three is ideal, it’s usually necessary to favor two aspects over a third. Deciding on brand values also requires prioritizing certain qualities over others. Values such as integrity and honesty should be non-negotiable, of course. But one brand might consider friendly service more important than speedy service, while its chief competitor takes the opposite approach. Or perhaps one brand values timeless design while another is dedicated to setting new design trends. The values a brand chooses to highlight – its brand proposition – should serve its mission as well as help shape its overall brand identity system.

• Brand message. Distilling a brand’s mission and values into an easily understood message is vital. It’s also difficult. Via certain channels, such as its website’s About Us page or annual reports, a brand can delve deeply into the specifics and nuances of its mission and value proposition. More often, though, it needs to communicate all this in just a few words. The brand message is the framework of how the brand will impart its values and mission: a tagline on digital ads, a story about the brand’s origin on its product packaging, behind-the-scenes videos on YouTube that display its core values in action, or town hall meetings for employees that reward those who best exemplified the core values during the past quarter.

• Tonal identity system. Also called the brand voice, this aspect of the brand identity system establishes the written and spoken language that best communicates the message and the brand personality. It determines the choice of words and language mechanics – including sentence structure and punctuation – of everything from TV commercials to product descriptions. A brand that prides itself on exceptional and friendly customer service might opt for more informal language, complete with puns, slang or exclamation points, than one that puts a premium on professionalism and reliability. Both brands might offer exceptional and friendly service, professionalism, and reliability, but each one’s brand voice will emphasize the values it prioritizes.

• Visual identity system. Logos, color palettes, typography, images (black-and-white photography rather than color photography or illustrations) and design layouts are all elements of a visual identity system. McDonald’s golden arches, Amazon’s curved arrow, the chunky typeface and whimsical illustrations of Ben & Jerry’s: All visually complement the rest of their brand identity. Like brand voice, the visual identity system has to be carefully considered and used consistently.

Why a brand identity system is so important

Can a brand exist without a brand identity system? Perhaps. Can it thrive without one? Doubtful.

By spelling out a business’s values, mission and priorities, and then consistently underlining them through your brand’s look and language, your brand identity system helps align employees and consumers about what your company considers most important. It ensures employees know what their workplace priorities are and shows consumers how the brand differs from its competitors.

Strong visual identity systems make it easier for consumers to identify brands within the marketplace, and a strong brand voice and personality can forge an emotional connection with customers and prospects. And when consumers discover a brand shares the same values they do or presents itself in a way that resonates with them – highlighting humor, perhaps, or authority, familiarity or excitement – consumers are more likely to develop an emotional connection with the brand. This generates brand loyalty, customer advocacy and higher customer lifetime values.

Without a brand identity system, a company is less likely to be noticed, much less remembered. What’s more, the lack of any distinguishing values or traits all but forces the brand to compete on price alone. Although brands can survive by making price a differentiator, successful ones effectively communicate other values and priorities as well, because it’s all too easy for competitors to undercut one another’s prices. Both Costco and Sam’s Club are warehouse clubs that tout savings. Costco, however, also emphasizes the quality of its products and a sense of discovery, while Sam’s Club promotes convenience and efficiency. Their differences are distinct enough to allow both to flourish.

How Material can help you develop a brand identity system

The experts at Material and our Aruliden design studio can help you crystallize brand missions and values, as well as define a brand voice and a visual library that best conveys those elements. We’ve partnered with a wide range of businesses to develop brand identity systems that engender affinity, loyalty and continued growth. Our brand design services incorporate market and customer research and behavioral science, as well as design acumen – because we know an effective brand identity system goes beyond visuals. Contact us today to see how our experts can bring your brand to life.

FAQ

What role does flexibility play in a brand identity system?

An effective brand identity system needs to be consistent, otherwise it risks confusing customers and creating a sense of instability – which is antithetical to encouraging trust and loyalty. But, at the same time, brand elements need to be translatable across audience channels. This is especially true of a brand’s visual identity system. A color palette that radiates fun and youthfulness online can look garish in print; typography that’s legible on social media might not register as in-store signage. A flexible visual identity system allows elements to be adapted as needed to the medium and the situation.

How can I measure the success of my brand identity system?

Start by deciding your brand identity system’s most important goals: Is your primary aim to increase brand awareness, solidify consumers’ perception of your brand, improve customer loyalty or gain market share? Next, focus on key performance indicators of those goals. If building brand awareness is a driver, for instance, you might want to track brand mentions online, search engine volume and brand recall. If you want to increase revenue, measure sales, market share and conversion rates. Be sure to track your KPIs over time, as it can take months to see significant results.