person working at computer designing a logo

In the business world, brand identity refers to something more than just a logo and a colour palette. In the course of customer contact with you, your customers have already formed opinions about your brand, and brand identity helps cement that opinion—whatever it may be. 

Brand identity packages include everything from logos to mission and vision statements and other supporting materials. A brand kit is helpful because it provides a quick look at the different visual guidelines of your branding elements. From social media imagery to business cards and website headers, the brand kit ensures brand consistency.

This article will help you decide how you should brand your goods and what should be branded. While the options for branding packages are virtually endless, certain aspects of branding are used more frequently than others. It's always better to conduct your research before hiring a design firm to help you create your ideal visual identity. This will prevent any misunderstandings, and efficient collaboration down the line.

What is a brand kit? 

A brand kit is a centralised resource that provides all of the information necessary to identify your brand. It comprises your brand's most visible visual elements, such as your logo(s), font(s), colour palette, and branded pictures. Additionally, this information should include a guide on how and where to use the features of your brand identity. Consider it your personal brand's guidelines. For instance, you may have a primary version of your logo that you use for most of your branding efforts, but you may also use a smaller, simpler version on other materials or social media. 

A strong brand identity kit will include both a primary and a secondary logo, and instructions on when and where to use both. A brand identity kit can help consistency across all platforms and across all materials by providing everybody with the tools to know what your brand voice is all about, your target market, your mission, vision, and values. 

Why do you need a brand identity kit? 

When it comes to marketing and public relations, having defined brand standards and an identity kit is important.  When you think of a well-known brand like Coca-Cola, you're likely to have familiar feelings or thoughts. This is what effective branding does. It allows your customers to feel something, and to associate your brand with a particular feeling. 

Hence, a brand identity package should comprise more than just logos, typefaces, and colours. It should integrate your entire message into the material, from your mission statement to your fundamental values to the vocabulary and terms used in specific marketing campaigns.

What should you include in your brand identity kit? 

A clear brand message
Everyone who works with your brand, from creatives to sales managers, should understand your target market and what demographic your brand intends to attract. Without this information, it's tough to use your brand's images in a way that resonates with your target demographic.

In a positioning statement, describe your target audience and how they see your brand. By keeping it simple, you can ensure that it is memorable, honest, and relevant to your market. The following step is to communicate the promise of your brand. Your audience anticipates what you promise. What objectives have you established for yourself? Finally, inform them of what distinguishes you. Include your brand's tagline or a detailed explanation – sometimes, a concise, snappy phrase is all that is required!

Visual attributes
Your brand's look, feel, and visual identity all play a role in how people perceive and identify with it, just as your company's personality does. All touchpoints, including in-store displays, websites, digital marketing, and social media, must have the same appearance and feel.

It's a good idea to describe your company's visual identity to potential customers. In the minds of your target market, what kind of feeling, emotion, or sensation do you want your brand to create? Make your description as detailed as possible while also providing examples of good visuals and tips on creating your brand’s visual elements. Here's your chance to show off your skills in various media, including lifestyle photography, stock images, videos, and graphics. If you prefer actual images to computer-generated ones, be sure to say so.

Make sure to include all your logos, submarks, watermarks, colour profiles, mockups of brochures, letterheads, business cards, packaging and more. 

Still wondering where to begin? Head over to Dzyn Space and start designing with one of our many premade templates and tools.

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