Every aspect of your brand identity says something about your brand. What are you signaling?

2 minute read

The Brand Signals that comprise your image fundamentally change the perception of an offering to build long-lasting bonds between brand and consumers while helping those consumers to navigate their way through the marketplace.

Many people confuse logo design for brand Identity. However, a logo only addresses a single facet of the brand’s Identity. Imagine you were to remove your logo from your products, your packaging, your advertising, everything! Would people still recognize your brand? Would they confuse you for a competitor or would they just be confused? This is the difference between name recognition and brand recognition.

When brand identity is treated as an aesthetic veneer, the bond between consumer and brand is often weak and shallow. When brand identity is constructed of multi-sensory Brand Signals, it provides the depth to build stronger bonds through a common understanding of what your brand represents.

At Blackcoffee we focus on developing brand identity systems comprised of multi-sensory brand signals, designed to work independently and collectively, to create richer, more meaningful brand identities. By addressing a full range of signals from sight and sound to touch, taste, smell, action and ritual we develop deeper, more consistent relationships with your audience.

So what are brand signals and why are they so important?


If your brand is to be competitive in today’s market place, as well as tomorrow’s, your brand must extend beyond the traditional constructs of brand identity to become a multi-sensory experience. Here are a few of the ways we build richer brand identities that result in more effective brands:


Image mapping enables your organization to make better-informed brand identity decisions by mapping your brand’s identity against the market: competitors and consumer perception/bias.


From company names to product names, a strong verbal identity helps to ensure that your brand speaks with a singular voice. We ensure your brand name speaks volumes.


A strong visual identity builds trust and is essential to establishing and maintaining a presence in the marketplace—we ensure that consumers see your brand for what it truly is.


Packaging is a physical brand signal that expresses your brand’s strategic intent both structurally, and graphically. We don’t only think outside the box. We think about the box.


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