Remember: Your brand identity is more than just an isolated interaction with a customer. It’s how your company presents itself across every customer touchpoint, from building awareness in prospective customers to nurturing loyalty with your existing customer base.

To build a brand identity that works and ensures you’ll stand out from the competition, it’s important to address the 7 pillars of brand identity.

1. Logo

A company’s logo is like a person’s nickname. It identifies a brand in an emotive and stylistic way without delving into the literal and comprehensive scope of what that company does. Which is good, because a logo’s primary goal should be identity – to state who the company is – and that’s pretty much it.

With your company’s logo at the forefront of many customer interactions, it’s a significant element to any brand strategy.

While there aren’t necessarily rules for professional logo design, there are tried-and-true guidelines that can help designers make the most of a business logo. Luckily, these guidelines can be remembered with a clever acronym: SMART.

  • Simple: An easily recognizable logo gives the viewer an instant understanding of your brand.
  • Memorable: Your logo should be easily recalled.
  • Appropriate: Design your logo with your audience in mind.
  • Resizable: Your brand needs to be easily identifiable, regardless of display size.
  • Timeless: Consider how your logo design will look in 5, 10, or 20 years.