Updated: Feb 13
Let's face it, either you want to brand yourself or you want to create a business brand, the look and feel of your business branding—from your logo and typography to the packaging and customer experience style you choose—can both attract and influence those coveted customers and clients.
The truth is, the more cohesive and consistent your brand identity is, the easier it is for others to understand and connect with your company.
When creating a brand identity, you need to pick the right visuals and content to represent you, and maintain a consistent style and tone to support your business’ brand. Now, let's define brand identity!
What is Brand Identity
Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable.
The term branding refers to the marketing practice of actively shaping a distinctive brand. Brand is the perception of the company in the eyes of the world.
To be simple, brand is a set of intangible assets of a company, service or product. It is a person’s gut feeling about a company. For exemple when you say Louis, this name automatically refers you to something.
Branding is a disciplined process involved in creating a unique name and image for a product, company or service in the consumers’ mind. It is a definition of an emotional relationship between customers and the business.
The purpose of brand identity
The main purpose is to setting guidelines and consistency.
Whether the product is a person, image, or an item, consistency exhibits product leadership, marketing, support, and operation.
Consistency in identity projects the corporate culture that surrounds the product.
Why is Brand Identity Important?
To answer this question, let's ask the following question:
Why is someone willing to pay thousands of dollars more for an infinity than for a Nissan? They’re visually the same product with the exception of some additional options and accessories. By the way, they belong to the same manufacturer!
A strong brand name and logo and/or image helps to keep your company in the mind of your potential customers. If a customer's happy with your products or services, a solid brand identity helps to build customer loyalty across your business.
Believe me, People like to be associated with “good” brands. People feels proud when talking about the products they buy. This feeling is even more, when the brand project a strong and high identity such as Apple.
In particular, brand identity help with these three key points.
Recognition and loyalty. With a strong brand identity, customers are much more likely to remember your business.
Experience and reliability. A strong brand identity creates an image of an established business that’s been around long enough to become well-known.
Differentiation. Companies are continually looking for ways to differentiate their brand’s identity from their competitors. A strong brand identity can make you stand out in a crowded marketplace.
What goes into building a brand identity?
In the process os branding, creating a brand identity, several aspects are set to be important and kept in. mind. The most relevant are:
The words we use to talk about our brand
The look we project to the world
The people behind and in front of the brand
The relationship we build on internet
Let's dig into each point
The words we use to talk about our brand
The words embrace the following aspect
Clear purpose and positioning
Consistent tone and voice
The look we project ourselves to the world
Logo and graphics
The people behind and in front of the brand and business
The people behind and in front of your business is key for a brand identity.
Customer always remember who treat them well and bad and how good or bad is your customer service. This is why you. have to pay attention to:
The customer experience style
The relationship we build on internet specially, the social media
Certainly, today, social media is a key in branding strategy. According to Statista, As of October 2020, Almost 4.66 billion people were active internet users representing 59 percent of the global population.
Also, Mobile has now become the most important channel for internet access worldwide as mobile internet users account for 91 percent of total internet users.
Instagram and Instagram Stories
Twitter Live/Periscope and Facebook Live
How to Develop Your Brand Identity In 7 Simple Steps
Nail a clear goal and positioning
This is the most important step in creating a powerful brand identity that will promote growth, especially when it comes to marketing and, now social media.
Determine Your Brand Name and Tagline
If you are branding yourself, your name may be enough. But you may brand yourself differently. Whatever you decide, make sure it is clear, easy to read and spell out.
Keep website domains and social media profiles in mind, since you’ll need to purchase a website domain and claim all social media handles for your brand’s name.
Before doing so, you may consider a brainstorming session which should never be done alone.
You can recruit or talk with friends, family members, co-workers and employees and survey as many people as you can. They will always find something. good to tell you.
This is the central visual element of your brand identity. It is used on your brand website, packaging, social media—everywhere. That’s why it’s so important to create a logo that meets these key criteria:
Remember that a logo is important, but it is only a piece of the puzzle.
Typography may seem like a simple component of the overall brand identity, but it can be tricky to find just the right font to fit your brand and convey what you want to convey.
Color is a big part of conveying meaning and emotion. Just remember that colors have meaning and the color you choose will do exactly that.
For exemple, the color red conveys urgency, passion, and excitement (Target, Coca-Cola).
The colors you choose for your branding should reflect your brand’s purpose and intent.
If your product is a physical one, then product packaging is key to attracting the right customers.
Whether you’re thinking about the bottle of a cold-brew beverage, or the mail you’ll send to your customers who purchased clothes from your ecommerce business, don’t underestimate the value of good design in improving the experience – and driving both loyalty and repeat purchases. Packaging is an awesome opportunity for your design to shine.
A well-designed card offers the chance to reinforce a positive opinion of yourself in the eyes of potential clients or customers. When it comes to business card design, keep it simple: your company logo on one side of the card and your key personal details on the other side should suffice.
Build your website
Now a day, a website forms the root of your brand identity. Here you have the opportunity to go into a little bit more detail than you would on social media.
Dos and don’ts
Do get inspired but never follow someone. Everybody has his. own experiences. However, hardworking can bring success to whoever dedicate time to it.
Do engage frequently! Engagement promotes feedback and generates a positive customer experience.
Don’t look to big established brands for a social media template. Your social media bio should be informative but short and to-the-point, describing what your brand has to offer. Throw in your brand’s key values where possible.
Do keep your visuals consistent. Your logo and color palette should be reflected on your social media.
Let's start building your brand today. Remember:
Your brand identity is what sets you apart from the endless sea of competitors and shows your customers who you are and what they can expect from working with you
Want more branding and business tips? Contact us for our free brand identity strategy course below.