On Brand identity design: This is how we do it

Everyone knows what ‘On Brand’ is, but not everyone can explain how to achieve it – and keep building it. 

Find out how we keep our clients On Brand, cleverly and consistently, and to the betterment of their bottom line…

Get your brand On. 

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So, what does it really mean to be “On Brand”? And why is it so much harder to achieve than it sounds?

It doesn’t just take knowledge, expertise and insight to build a brand. It also takes time. That’s why businesses who do it well don’t do it themselves. They put their brand identity design in the hands of the experts: agencies that not only have the knowledge and expertise but also the time and resources: looking after your brand is what we do – proactively and responsively. 

As a brand identity agency, we work to get a deep understanding of not only your business and ambitions, but also your market. We then bring our design skills and wealth of digital tools into play to build brands that consistently meet your audience where they are in ways that resonate. 

Businesses who don’t invest in brand design are also missing a trick because their brand is out there in the big bad world growing wild without their guidance. 

And that leaves your entire business at the mercy of industry trends, rapidly changing consumer preferences and competitors who carefully craft their brand positioning and presence. 

Everybody’s talking: the rise of “On Brand” in the public lexicon

The term “On Brand” has seen a meteoric rise in popularity over the past few years. It’s now used widely, and not just by marketing professionals, but by consumers and creators alike. 

Your audience is so brand savvy, it’s become second nature for them to scrutinise every social media post, email campaign or new product launch to assess how it is “On Brand.” 

The pressure to get your brand right at every touchpoint has never been greater. 

But the overuse of the term has, in many ways, diluted its true meaning. Being “on brand” is not just about consistency; it’s about ensuring that every touchpoint with your audience aligns with your brand’s identity, values, and promise.

Understanding brand identity: the core of being “On Brand”

Truly understanding what it means to be ‘On Brand’ means getting a solid understanding of the concept of brand identity. 

Your brand identity is the collective impact of all the visual elements and content that are created to portray the right image to your consumer. 

In our experience, that includes everything from your logo to typography to colour, tone of voice, messaging and everywhere you meet your audience – meaning customer service can also be an important brand element. 

Your brand identity is the essence of who you are as a company and how you want to be perceived in the market.

Creating a strong brand identity is a foundational step that requires the expertise and insight of an identity design agency. And while we’re designers at heart, we know that brand identity is much more than a visual or aesthetic exercise.  

Developing your brand identity is a strategic endeavour that gets right to the heart of your purpose and ambition. 

So, we start with your goals, target audience, and market positioning, carrying out the research and analysis that not only defines your value proposition, but understands your strategy and goals. We’ll also look at where your audience are, what resonates with them and how we can take your message to them in the most impactful way.

The benefits of a great brand

Builds recognition

A consistent, distinctive brand identity helps customers easily identify and remember your brand. Creating this kind of recall helped our client, Expo World Travel, to expand their global reach and attract clients like Amazon and Qiagen.

Fosters trust and loyalty

A professional, cohesive brand identity build reliability and quality, which can strengthen customer loyalty. By refreshing Cerberus Electrical System Design & Installation brand and developing their website, we measurably enhanced client feedback and encouraged repeat business.

Differentiates from competitors

Unique design elements echo unique selling points and maximise every opportunity for stand out. Our brand refresh for New Concept, an Eco Cleaning Company, increased organic enquiries by 400% and quality leads by 250%.

The challenge of staying “On Brand”

Once we’ve established your brand identity, that’s where the real work starts – and where many businesses can struggle!

We love this part of the process: fuelled by the adrenalin of putting your new brand to work, overcoming challenges and seizing opportunities. We never underestimate the complexity that is involved in creating breakthrough because we know brand development is a dynamic process that requires continuous effort and vigilance.

Every piece of content, every product, every customer interaction must reflect the brand’s identity. Inconsistent branding can confuse customers, weaken brand loyalty, and dilute the brand’s overall impact. 

This is where our care and commitment come into play: from dotting every i to crossing every t, staying true to colourways and brand values and tone of voice to stay On Brand as we evolve and grow your impact.   

The role of brand design in staying “On Brand”

Brand design is a critical component of staying ‘On Brand’, informing and shaping all the visual and experiential elements that make up your brand’s identity. 

That’s your logo, your packaging, your website design and functionality, your App – if you have one – and all your assets back in the real world: print brochures and point of sale materials. Even your offices or your physical stores are all opportunities to bring your brand to life. 

Brand design, when done right, not only captures the essence of your brand but also makes it easy to communicate it consistently across all media and every platform.

Supercharge your brand

On Brand: our approach

At HeightOn, we approach branding design with a focus on both aesthetics and functionality. 

We understand that good design is not just about looking good; it’s about enhancing the user experience and ensuring that every interaction with the brand is positive and memorable. 

Our branding design services are tailored to your unique needs, ensuring that the final product is not only visually stunning but also strategically aligned with your brand identity and business goals.

The digital dimension: Integrating technology with branding design

In today’s digital age, staying “On Brand” involves more than just traditional design skills. 

It requires a deep understanding of digital technologies and how they can be leveraged to enhance the brand experience. This is where the blend of design and digital skills becomes crucial.

In the digital world, brand identity design goes beyond just creating a beautiful website or social media presence. 

It means understanding how the different digital platforms work and how they can be used to communicate the brand’s identity effectively. 

For example, the way a brand presents itself on Instagram may differ from how it presents itself on LinkedIn, but both must still be “On Brand.”

Our core strength is integrating design and digital to create cohesive and compelling brand experiences across all digital platforms. 

Our team of designers and digital experts work closely together to ensure that every aspect of the brand’s digital presence is aligned with its identity, from the website design to the social media strategy.

The complexity of balancing consistency and innovation

One of the biggest challenges in staying “on brand” is balancing consistency with innovation. 

Staying true to your core values and individual identity while incorporating innovation to drive progress, streamline operations and encourage growth is a delicate business.

Because, while it’s important to maintain a consistent brand identity, it’s equally important to stay relevant and innovative. 

Brands that fail to innovate risk becoming stagnant and losing their competitive edge.

Again, this is where our truly integrated approach to design and digital offers an invaluable advantage. 

We help brands navigate the fine line between consistency and innovation, ensuring that they remain “On Brand” while still evolving and adapting to new trends and technologies. 

Our approach to branding design is both strategic and flexible, allowing us to create marketing campaigns that are consistent with your brand identity, while also pushing…

The people’s choice: connecting emotionally with your audience

At the core of being ‘On Brand’ is the ability to connect emotionally with your audience. 

Your brand is more than your logo and colour palette. It’s a feeling. 

It’s how your audience feels when they interact with your brand, whether it’s opening your packaging, visiting your website or calling your customer service line.

Creating this emotional connection requires a deep understanding of your audience and what motivates them. 

So, taking time to really understand your target audiences, their needs, and their pain points is a fundamental part of our process. We use this insight to create brand identities that resonate emotionally with the audience, creating a strong and lasting connection – and building a better brand.

The role of collaboration in achieving ‘On Brand’ success

Achieving and maintaining a brand that is consistently “On Brand” requires collaboration across multiple disciplines. Design and digital must work together seamlessly to create a cohesive brand experience. 

This is why choosing the right identity design agency is so important.

Internally and externally, collaboration is key to how we work.

Our team of designers, strategists, digital experts and content creators work closely with you to ensure that every aspect of the brand is aligned and working towards the same goal. 

It’s an approach that enables us to create brands that are not only consistent and cohesive, but also dynamic and adaptable.

The ongoing journey of staying ‘On Brand’

It’s important to remember that being “On Brand” is not a one and done thing! 

It’s an ongoing journey. 

Your market is always changing. Competitors come and go. Trends change and so do consumers.  

The key? Continuous adaptation while staying true to your core identity. 

This requires constant monitoring, evaluation, and adjustment.

We not only support our clients throughout this journey but provide guidance and leadership. 

Our approach to brand identity design is rooted in flexibility and adaptability, allowing us to help our clients navigate the challenges of maintaining a strong brand identity over time.

Not just different on design & digital: Big On Better

So why choose HeightOn to help you stay ‘On Brand’? 

The answer lies in our unique blend of expertise, creativity, and technology. We are not just another design agency; we are your partner. 

We understand the complexities of brand identity and the challenges of staying On Brand, and we have the skills and experience to help you overcome them.

Our approach to branding design is holistic and integrated, ensuring that every aspect of your brand is aligned and working together to create a powerful and consistent brand experience. We combine traditional design skills with cutting-edge digital expertise to create brands that are not only visually stunning but also strategically sound.

But perhaps most importantly, we understand that being “On Brand” is about more than just consistency; it’s about creating an emotional connection with your audience. We work tirelessly to ensure that every interaction with your brand is meaningful and memorable, creating a brand that not only stands out but also resonates deeply with your audience.