In the crowded and busy marketplace of the present day, with an uncountable number of brands, it is all about building a powerful brand identity. It’s not just about developing one of the catchiest logos or creating one of the most memorable taglines; it’s more about making experiences and telling stories that would really make a dent at a deeper level in your audience.
According to research, this brings about great impacts on a business in regard to its revenues, and consistent branding can result in up to 23% growth in returns if the businesses maintain solid and recognizable brand identities.
But how do you go about creating a brand identity that distinguishes your brand? This guide will give you the major steps to follow in creating a brand identity that creates attention and drives loyalty and trust.
Brand identity consists of all the visual and verbal elements that reflect your brand. It is, therefore, how your business presents itself to the world or, rather, how customers feel about it. This includes your logo, color palette, typography, imagery, and even your packaging. Above all, brand identity stands for your business’s personality.
Brand identity is very often confused with brand image or brand reputation, but it differs. Brand identity is the purposeful creation of how you want your brand to be perceived; the brand image is what the public actually perceives.
Brands that are consistent across all channels in terms of their appearance are likely to have 3-4 times more visibility whereas inconsistent branding can lose as much as 56% of brand recognition, thus confusing the consumer. That is why it is important to cohesively preserve your brand identity so that your brand image mirrors your goals.
A strong brand identity does the following:
With all of the noise in the market, a distinctive brand identity is what will put your brand top of mind for buyers. For instance, Apple’s clean and leading-edge identity is easily recognizable and allows them to be perfectly differentiated from their competition.
If there is just one voice for a brand, it can create trust and brand loyalty among customers. Put your message and brand story across all of your social media handles to attract an audience and earn their trust. You know, 55% of consumers are more likely to buy your product if they just love the story behind your brand.
The more you are consistent with your branding, the easier it becomes for a customer to identify your brand. Take Coca-Cola’s red and white color scheme —it’s instantly recognizable worldwide.
You get to communicate a lot of the values about you and your brand through a brand identity. It helps in building your brand authenticity and attracts like-minded customers who share the same values because your brand ties emotionally with such people. 88% of consumers like and support a brand that is authentic.
Core values, mission, and vision are the most significant elements of creating brand identity. Therefore, before delving into the design elements, it is paramount to have this foundation defined. Here are some questions to ask:
Clearly answering these questions for your brand will help in defining the whole process ahead.
Knowing your target audience is a notable part of developing your brand identity; this way, you can be sure that the brand identity will resonate. A little market research will help in informing you on the likes, needs, and behaviors of the target audience. This information is going to help in understanding what it is that competitors are doing right in your industry, and where the loopholes exist that you could fill.
This phase of research will help position your brand in a manner that will appeal directly to an audience while setting it apart from competition.
First of all, a brand name is the very first aspect that most people will notice, so it has to be memorable, easy to pronounce, and say exactly what your brand is about. Some of the considerations while choosing a name are as follows:
Your logo will typically be the cornerstone of your brand identity. According to research, 48% of consumers develop a sense of brand loyalty by looking at a well-designed logo.
A good logo should be unique, versatile, and scalable—something that works well in different sizes and across a range of platforms. For this reason, you may want to consider hiring a professional logo designer to really capture the essence of your brand.
Consider these factors when you are designing your logo:
Colors are an essential component of your brand identity. It has been shown that color can increase brand recognition by as much as 80%, according to a study at the University of Loyola, Maryland.
Colors can express emotions, and they really do affect customer perceptions. You need one main color, likely the color you use in your logo, and a couple of secondary colors to use in different branding elements.
For instance, the red and yellow color combination used by McDonald’s is extremely noticeable; moreover, it is associated with excitement and cheer, which are very responsive emotions and target sentiments for the brand.
Typography means much more than choosing a font; it’s about choosing typefaces that will reflect your brand’s voice. Be consistent with your typography throughout all platforms, from your website to your marketing material.
Use no more than two to three typefaces: probably one for the headlines, another for the body text and one as an accent font if you need it. Be sure that these fonts are readable and deliver the correct tone of your brand.
A visual style guide aligns all the brand touch points. It is a document that sets the boundaries on how to use your logo, color palette, typography, image style, and other visual elements. It will help anyone who creates content for your brand —internally or externally.
A solid style guide could include:
This can simply be described as how your brand speaks to and relates with its audience. It will reflect the personality and values that are core to your brand identity. Whether formal, friendly, witty, or authoritative, consistency is the bottom line.
To build a brand voice:
A strong brand identity is not complete without consistency. There needs to be one visual and verbal expression across all touch points with your brand. This includes the following:
By applying your brand identity consistently, you reinforce your brand image and make it more memorable for your audience.
Refresh your brand identity when your business grows and the market trends change. Review your brand periodically to ensure it aligns with your aims and still holds relevance for the target audience; this may mean refreshing your logo, color palette, or brand voice.
However, while evolution’s essential, make sure that you’re strategic about change and not at the cost of alienating your current customer base.
Creating a one-of-a-kind, strong brand identity is a journey of time, research, and creativity. With a solid base and clarity regarding what your brand identifies with, you can establish an identity that not only stands out in the marketplace but also reverberates with your audience.
Looking to build a brand identity that truly speaks about your business? Partner with experts who have the ability to fast-track that vision. At Brand Excelente, we offer unique and memorable brand identities that stand for your business. Whether you’re just starting or looking to rebrand, we will take you through the process from start to finish so your brand will stand out.
Brand identity refers to a set of visual, verbal, and emotional attributes that outline what a business projects out to the world. It comprises logos, color schemes, typography, voice, and brand style. It is how a brand wants to be perceived by its customers. For instance: the famous Apple’s, Coca-Cola’s and Nike’s brand identity are great examples.
Brand identity is simply the visual expression that a business reveals to the public. This includes the visual elements, messaging, and design. It’s almost like the personality the brand is trying to portray. Brand image is how the public perceives your brand. While brand identity is something within your control, brand image is formed from the audience’s perception of your brand.
There are four main elements to brand identity:
There are five basic steps to creating brand identity that will be effective:
Absolutely! A strong brand identity has nothing to do with the size of your business but about how well you understand your values, audience, and market. Even small businesses can create very outstanding and memorable identities when they are strategic and consistent in their branding efforts.
Probably the most important characteristic associated with a brand identity is consistency. If visual and, more importantly, the verbal expressions of your brand are used consistently across platforms, they build trust with your audience. Your brand becomes more memorable and reliable if it is consistently represented. That is what makes the pathway to customer loyalty and sets any business apart in a very crowded market.