How to Create your Brand Identity?
Posted on Aug 23, 2021
What is a Brand Identity?
It is a way to communicate with your audience, its unique than your competitors and develops a brand experience for your customers, allowing them to engage with you specifically.
This includes all the elements that a company draws grabbing the attention of their audience. Brand identity is an expression of your brand which may include its name, logo, trademark, colour etc. It’s supposed to depict the look and feel of your brand. Sometimes it also includes how your brand tastes, sounds and even smells.
Major brands like Apple, Nike, McDonalds, Nestle and Samsung have their own brand identities. Meaning that they have their own way of portraying their brand, uniquely different from their direct competitors. A good example would be of Pepsi and Coke, they are toe to toe when it comes to their marketing tactics, and although it seems that they both are beverage companies but their brand identity from top to bottom is entirely different. To understand how you can increase your brand thorugh digitally visit https://www.kbmmediasolutions.com/blog/how-to-improve-your-digital-presence.php
With that said, there are some brands that lack in maintaining a brand identity, they struggle in achieving a coherent stance when it comes to branding themselves and to work out a perfect brand identity combination. In the end these brands struggle to identify how to communicate with their audience because don’t exactly know who they are.
What does a Brand Identity include?
Some people mistakenly think that just a logo and a main colour is enough to come up with a brand identity. That’s not it, a brand identity holds a comprehensive visual language that is defined before any brand comes to life. All these visuals are then applicable from digital to physical mediums such as your website and physical packaging.
What may your brand identity comprise of?
- Video motion
- Design system
- Interactive elements
- Data visualisation
You should remember that your brand identity should be coherent and be translated across all mediums, so make sure that you have everything to achieve that. Remember a good brand identity still needs to be reached by audiences. To find out how you can achieve this visit https://www.kbmmediasolutions.com/blog/inbound-marketing-and-its-importance.php
Developing a Strong Brand Identity
Before you come up with physical elements of your brand, you should first realise who are you are and what is your brand identity.
Who you are as a brand, comprises of some key elements;
- Mission statement: Why this brand? What you’re going to achieve?
- Your values: What is your motivation? What drives you?
- Brand personality: If your brand was a person and had a personality, what characteristics would it have?
- USP (unique selling point): What differentiates you from your competitors? What is unique about your offering?
- Brand voice: How would you communicate with your brand? What mediums are you going to use?
These key elements mentioned above are crucial before you actually start building your brand identity, so you need to have clear understanding of each.
The Foundations of your Brand Identity: Design
When you’re done identifying and brainstorming of what kind brand persona you’re going to have, e.g. Adidas built the brand identity around your middle-school star athlete persona. Your Design is what’s going to complete your brand identity.
Your company’s creative resources like graphic designers along with marketers will determine how your brand is going to be perceived. Elements like logos, packaging, website graphics, Social Media graphics, business cards, letter heads, employee uniforms and more.
Succeeding in creating a perfect brand identity means building a successful business and developing a fine representation of who you really are.
Benefits of a Strong Brand Identity
- Influencing customers
Having an impactful brand identity helps influence customers. If you’ve developed a strong brand identity, even loyal customers of your competitors on hearing positive reviews of your brand might switch to your product since you’ve established a good perception in the mind of your customers.
- Expansion of your Business and Brand
Every business dreams to expand their operations and to maximize profit. Strong brand identities help businesses reach that goal because with a reputable brand name and mission statement, other businesses are more likely to collaborate and to partner up with your brand because you’ve defined your goals and objectives.
- Developing Customer Loyalty
Every brand these days seek customer loyalty towards their offerings. One-time conversion to sale is not enough, brands compete with each other to retain customers and to increase market share. Businesses with established and strong brand identities are more likely to secure a larger market share, reason behind it is that customers tend to trade with brands that are expressive, understand and reach out to them.
- Differentiate from Competitors
The major benefit of creating a brand identity is uniqueness from competitors. We all know there are similar products available for a brand in all price and quality. This makes the market very indistinct. Establishing a brand identity allows you to set a standard for yourself and your customers, meaning that “Brand speaks about your product” which sets you apart from your competitors.
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