1. Who are they?
2. How do they behave in your category – what do they choose, how do they make their decisions?
3. What are their needs and motivations when it comes to your category?
4. What do they think of your brand?
5. What makes your customers choose your brand over your competitors?
6. Why aren’t non-customers choosing your brand?
A brand’s visual identity is the sum total of everything your audience can see when they look at your brand. Together, all of these visual elements tell a story, and that story can reaffirm your essence and values – or take away from them.
When a logo is simple, it is easily recognizable – and a logo should identify a company at first glance. A simple logo is generally more memorable, especially in today’s environment where consumers are surrounded by brands all day, every day.
Brand guidelines, also sometimes called a brand style guide, generally include sections on logo specifications, primary and secondary color palettes, design devices, fonts, photographic or image style, iconography and usage examples across different types of collateral.