Excellent brand identity on an example of Trans Nordic Tours

There are multiple techniques businesses employ to stand out. Some adhere to powerful marketing and advertising strategies – some refer to social media networking for greater saturation of their products and services. Still, if a business doesn’t have a distinct brand identity, none of the techniques will help. In a nutshell, brand identity is the set of brand attributes that help distinguish one business from another. Also, it is an internal culture of a business that is transmitted through the visual. Usually, brand identity includes logo, typography, color scheme, and other marketing materials design.

The reasons your business needs brand identity are many. First of all, it serves the face of a company. And customers don’t like to deal with faceless companies that don’t offer an exceptional experience. But established companies with efficient brand identity have more value because of well-meaning messages transmitted through the visual identity. Also, it can be a ground for future or current marketing strategies, which makes them more specified thus more efficient. As for the customers, an excellent brand identity can create a sense of community and a specific philosophy that is pleasant to share. That also might apply to your potential or existing employees. Thus, a good brand identity is also a tool for building relationships either with your customers and employees.

However, to make that all happen, one needs to understand that brand identity is not the same as brand image. The most significant difference between the brand identity and brand image is that brand image has more to do with how the public perceives your brand through their own experience rather than through your representation of it. Brand identity can be programmed, which can not be said about the brand image. For instance, you can set up the parameters of brand identity to focus customers’ attention on them. But brand image depends primarily on the association that goes with your brand, which can’t be controlled or set up. And to make the brand image positive, it’s critical to craft your brand identity impeccably. Let’s consider a Trans Nordic Tours brand identity as an example.

Trans Nordic Tours are experts in European tours. The company specializes primarily in the field of Scandinavian culture and leisure. The company wanted to preserve its primary image without compromising other aspects of the business's functioning. In other words, when creating the brand identity for Trans Nordic Tours, the aim was to transmit the authenticity of the service yet to add a prominent and modern feel to the existing features.

At the initial stage, research is essential. It helps to develop a clear and efficient strategy that ensures that all business needs are met. The first thing to do is the logo design. It’s critical the company has something that separates it from others and defines it. Besides performing the distinguishable function, the logo can also bear a lot of meaning. For instance, a well-designed logo can effortlessly transmit the company’s values and mission, disclosing its character to the public. Before logo design, it’s vital to research the company from various angles to collect the necessary data.

As for the Trans Nordic Tours logo, it is simple yet creative and authentic. Before the design process, it was critical to examine and gather the data from runic stones to the modern era of Scandinavian graphics and typography. That information has helped to create a handcrafted brand mark that fits the company’s nature perfectly. It features Scandinavian runes and modern typefaces. As a result, it transmits the Trans Nordic Tours mission directly- to acquaint travelers with the tradition without forgetting modernity.

Another critical element of Trans Nordic Tours brand identity is the marketing materials design. The aim was the same as for the logo design – to deliver an exceptional experience yet provide messages that are comprehensive for everyone. It combines creative runic elements with those of modern and crystal-clear design solutions. That all creates a holistic image, which is perceived positively because of consistency of form and meaning. And that is the primary function of brand identity design.

Since brand identity may include a vast number of design elements, it’s reasonable to create a manual to help streamline the design process and maintain consistency. Brand guidelines is a tool that helps professionals to organize their work, resulting in qualified results. It contains all the incorporated design elements and descriptions, and recommendations on their usage. That creates a basis for any future designs or redesign. Trans Nordic Tours also have their own brand guidelines, which served as a foundation for the website design.

All in all, building brand identity might be difficult unless all design processes are informed by the research and planning. And if created properly, it can be leverage to a positive brand image, thus, a positive brand reputation not only within the customers but also within the market.