As you work to build a strong brand presence online, you’ll want to pay attention to the obvious pieces, like color palettes, typography and your brand’s voice. However, there are many other aspects of brand identity that you don’t want to miss. Pay attention to these four commonly overlooked elements in order to build an image that’s always
1. Secondary imagery
You’ve probably put a lot of effort into perfecting your
brand’s logo, and for good reason. It’s the symbol most people will come to recognize your brand by. However, many brands use other imagery as part of their brand identity—some of which might not be similar to their logo at all.
Think about what other images, symbols or motifs support your brand’s visual aesthetic. If you plan to use lots of photographs, consider what kind of style choices those images will contain. By choosing specific imagery, you’re able to incorporate these elements into all kinds of marketing materials to create consistency. In some cases, these images and styles might become as recognizable as your logo itself!
2. Alternate logos
Your primary logo should be used in as many places as it can be to create consistency. However, there are bound to be situations where your full logo just doesn’t fit. This is where having a set of alternate logos is helpful.
Alternate logos might simplify your primary logo into just an icon or text, or change its shape slightly so it fits in places like app icons, profile pictures and more. These logos should maintain the style and character of your primary logo to remain cohesive.
3. Social media aesthetic
Some brands share a hodgepodge of content on their social media profiles without giving much care to how the pieces look all together. Curating your social media content to fit a certain aesthetic—and making sure that aesthetic aligns with your larger brand identity—makes these platforms an extension of your brand.
Make sure all of your social media profiles use the same color palettes, logos and identifying information. Then, take care to match the appearance of your content to the style your brand has adopted, whether that’s bright and colorful, clean and simple or dark and moody.
4. Team photos and headshots
All too many brands create an “About Us” page on their website to highlight their team members but use whatever type of photo their staff members submit. This might seem like a small and unimportant detail, but crafting a cohesive-looking team page can make a huge difference in how professional and put-together your
brand appears to customers.
Take matching headshots of each team member and edit them in your brand’s style, so they look like part of a matching set. If you want to feature a team photo, make that match, too. This way, you’ll establish a human element of your brand while reinforcing your brand identity.
Remember, your brand’s visual identity is not complete once you have your logo and general design. Each and every visual piece you share online should support your brand’s style, voice and target audience for the best results.
Want more insight into building a strong and cohesive brand identity?
Say hello
to Spin Creative.
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
