What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in this video
you're going to learn how to create a brand identity design from a brand strategy so you
can design an identity that captures a meaning and cement a place in the mind of your audience
now if you're new to the channel and you want to build brands that go beyond the visuals using
strategy psychology and creative thinking then you're in the right place hit that subscribe
button and the notification bell if you want to fast track your results make sure you grab the
program strategy blueprint it's a free download and the link is in the description now at this
stage we've all heard the older dash a brand is not a logo we all understand that a brand is far
more than just the visuals but that doesn't mean that the visuals are irrelevant and in fact when
coupled with strategy the visuals actually become more important their importance is emphasized
because they're now working as part of a cohesive system to shape the image of the brand in the mind
of the audience so what we actually do as brand builders in building a brand and trying to connect
that brand with the audiences we're trying to create an image in the mind of the audience
so that they feel something for the brand and if we can identify the feeling that they want to have
then we can design an identity that can help to evoke that feeling so in this video i'm going
to show you how to design a brand identity system that is steeped in brand strategy step number one
become the audience now within the brand strategy development one of the major tasks is to develop
out an audience avatar and everything within the brand strategy is developed from that point so
it's all developed around who that audience is and when it comes to the brand identity design
it is the exact same you need to step inside the shoes of the audience so that you understand
them you understand what journey they're on what where they're going to what challenges
they have lying in front of them and of course the feelings attached to those challenges when
you're able to step inside the shoes of your audience you can get a sense of empathy for
what they're feeling and that then helps you in the design of the brand identity
step number two uncovered the brand persona now once you've identified who the audience
is and you start to understand them in terms of their personality and what they're attracted to
and what it is that they want from a brand then you can start to develop the personality of your
brand so how's your brand going to turn up to the market what kind of personality is it going to
have how is it going to look sound feel think act and all of these human characteristics are really
out there in the market and enable the audience to feel connected to the brand they identify with
human characteristics that's how we connect with other people that's how we connect with other
things is through the characteristics that we see and whether or not we're attracted to them so
really identify the human brand persona that your brand is going to show up to the market to
and what characteristics are behind that persona step number three amplify the characteristics now
without a doubt this is one of the most critical roles when it comes to designing a strategic brand
identity the role of the brand identity is to get attention and to communicate something to the
audience visually now what it needs to communicate are the characteristics that have been identified
within the brand strategy that is how we're going to connect and resonate with who the
audience is now the visual identity literally has nanoseconds to connect with that audience and get
that attention and once they've gotten that attention the characteristics within the brand
identity itself is going to communicate again and double down on what that brand should mean to the
audience now in terms of how we digest information as humans our brains create shortcuts so that
it doesn't get overwhelmed with information and characteristics are one of the easiest
ways that we can assign meaning to people and to things so when we see certain characteristics
we immediately assign a meaning to that and that then feeds into the rest of the experience that
we have so it's really important to really extract and accentuate those characteristics
and lead with those characteristics when designing your strategic brand identity step number four
design with characteristics now if you sit down to design a brand identity and there is
no strategy behind it well then the design can go off in any different direction but when you lead
with a strategy when you have that fundamental strategy behind you it eliminates all of those
other directions and you have a clear path to what you want to achieve because you have identified
who the audience is you've identified the position that the brand is going to take in the market and
how it's going to communicate with audience in terms of the characteristics and the personality
that it wants to lead with so when you sit down to design the brand identity you have all of that
information at hand and it becomes a lot easier to design a strategic strategic brand identity based
on that brand strategy so really think about the characteristics that need to be communicated
through the brand identity and lead with that throughout every single element
of the brand identity that needs to be designed so with the logo what kind of
shape is the logo going to be is it going to be rough or is it going to be gritty or smooth what
about the typography is that going to be modern or a bit more traditional and what about the image
style is that going to be fun and bright or is it going to be dark and moody all of these
characteristics that we've identified within the strategy are weaved throughout the brand identity
that help us to communicate in a nanosecond to our audience what our brand should mean visually
now look brand identity design is something that's very close to my heart it's something that i did
for a long time and something that i thoroughly enjoyed in fact when i was freelancing i used to
get irritated that i had to do work like marketing and speaking with clients because i loved brand
identity design but it wasn't until i really got into strategy that i realized the importance
of the job of brand identity design in connecting the brand with the audience visually now beyond
the brand identity there is a lot of work to do within building a brand but that initial reaction
that initial connection that visual connection with the audience and what characteristics we
display what characteristics we communicate to assign that initial meaning is so so
important in grabbing that attention and when you understand that you understand the job that it has
going beyond just looking good the real strategic role that the brand identity plays in the overall
success of the brand then you can take that in to your brand identity designs but of course
whether or not the brand is successful falls on the shoulder of the brand strategy and if you
want to learn how to create a brand strategy from scratch then check out this video it'll
show you exactly how until next time brian like a master and i'll see you in the next video you