Week 10 - Effective Brand Identity for Digital Marketing

Brand identity is everything in the digital age. With millions of companies and a constantly competitive nature, being different from the rest is essential. An identity includes much more than just a logo and color scheme; brand identity is the visual, audial, operational, and communicative makeup that exists to ensure a brand conveys an intended message. The more effective and memorable a brand identity is, the more it generates trust and familiarity for a company that cultivates itself as a brand for its target audience. When brands keep the same brand identities consistent across various digital platforms and possibilities, it creates a strong presence for digital marketing. The more people know this identity, the easier it will be remembered, enticing potential customers, and the easier it will be to maintain brand loyalty and recognition. 

Consistency with brand identity across social medias, websites, and advertising is a question of cross-platform creation from the same source both digitally and in person. The brand is therefore guided by the color palette, typography, and visuals. Therefore, the visual aesthetics of the brands identity should be consistent and seamless in communicated the voice and message of the brand. These qualities should be assessed fairly often to encourage cohesion and maintenance of the brand identity.  In addition, the brand guidelines should be assessed as well to promote growth and improvement to insure that the brand and its identity remain relevant.