It is crucial for a brand to stand out from the rest in today’s competitive market. Simply having a great product isn’t enough anymore. You need to have a well-defined personality that distinguishes you from your competitors and reinforces what you stand for. Brand Identity is all about staying true to who you are as a company, while still adapting to the times so that your message resonates with more people than just those who already know your company.
Table of Contents
- What is brand identity?
- Why it is important
- How to create brand identity
What is brand identity?
Brand identity is the name of a particular product or service, but not just the product. It is also about how it is valued by consumers and other stakeholders. Brand identity can be seen in how well-known a company is and how recognizable their products are. For example, Apple’s brand identity is primarily related to its products and their design – they are known for being innovative and aesthetically pleasing.
Why it is important
1) Brand identity is the reason why companies exist.
A brand’s identity tells consumers who the company is and what they stand for. The personality of a company can be identified through their logo, colors, and slogan as well as their product’s features.
2) It is what sets them apart from the competition and makes them memorable.
A brand is what separates a company from their competition. It is the face of the company and all of their products. A strong brand that sets them apart from other companies will make them memorable because they offer something different..
3) It is what creates customer loyalty, trust and customer awareness of the company.
Brand Identity is what a company portrays to its consumers in order to differentiate themselves from the rest of the market. It is what creates customer loyalty, trust and customer awareness of the company. This can be accomplished by utilizing strong messaging, personality, and a well-thought out logo design. By defining their brand identity, companies are able to communicate with customers on a deeper level leading to brand loyalty and increased sales opportunities.
How to create brand identity
Step 1: Determine the purpose of your brand
Why do you have your brand? What issues does it address? What sets you apart from the competition? It’s important that you decide on the primary goal of your brand before you begin the process of developing a brand identity. Your motto, tagline, brand voice, and other elements of your branding strategy will eventually be guided by this.
The major characteristics and advantages that set your brand apart from the competition can be outlined using the brand purpose. Give and an answer to questions like:
- What distinguishes you from the competition, and
- why should clients choose you?
Step 2: Conduct a competitor analysis.
To stand out from the competition is one of branding’s primary objectives. And in order to stand out, you must know what you should set yourself apart from. This entails being aware of the competitive environment and the branding tactics used by your competitors. If not, you could easily pass for everyone else who offers the same goods or services that you provide.
Discover the branding strategies of your competitors. What personalities do they give their brands? What distinguishing features of the area tend to stand out? For instance, you might observe that your immediate competitors’ brands feature a combination of blues and whites as their brand color. This might be a great chance for you to stand out by adopting a completely different color palette.
Step 3: Discover who your target market is.
While what you want to portray to the public often shapes your brand identity, your target audience’s tastes and expectations should have an equal impact. Targeting your audience should be quite particular, and you should try to understand what will appeal to them more. What brand language and visual components might appeal to them?
For instance, you might work in B2B but primarily target young, trendy business executives. And you learn from your research that people primarily enjoy conversational, informal tones over formal ones. In light of these insights, you shape your brand’s voice, personality, and visual identity.
Step 4: Create a voice and personality for your brand.
It’s time to establish the distinctive personality and voice you want to associate with your brand based on all the information you’ve acquired so far. This is mostly determined by the item you’re selling and the demographic you’re aiming for.
For instance, B2B businesses often have a serious tone and a more authoritative, professional brand voice. But as was previously said, it could also be amiable and instructive to use conversational tones if the primary target audience prefers it.
Depending on the aforementioned elements, your brand voice may be lighthearted, amiable, and conversational or authoritative, technical, and professional. Your brand personality may be trustworthy, impulsive, approachable, serious, and more. You can pick from a seemingly limitless variety of adjectives as long as it will be appealing to your intended audience.
Also you should allow the personality of your brand show via social media, but note that all brand communications and advertising messaging must utilize the same brand voice consistently.
Step 5: Develop your visual identity
Constructing your business’s visual identity is one of the most important components of developing a brand identity because graphics make up a significant portion of your total image. Start by turning all of the brand identity ideas you have gathered into graphic concepts.
Your brand’s visual identity is made up of all the images and graphics that represent its unique characteristics and set it out from the competition. In other words, it describes what a buyer can actually see, including a store’s logo and interior layout.
The big takeaway is that the benefits of branding are great. It builds a sense of meaning and belonging within a larger community and aids in decision-making. It also provides an identity to customers, making them feel as though they have a stake in the product. And finally, it enhances customer engagement and increases customer satisfaction with the brand. And that’s all we have for you today.