How to develop a brand identity that is unique and memorable
Developing a brand identity requires more than just creating a logo. Although a logo can be a symbol of a company, it is not the entire brand. In fact, creating a logo is just a small step towards developing a strong brand identity.
The team develops their organization’s brand With millions, if not billions, of companies trying to make a name for themselves, having a strong brand has become essential for businesses to differentiate themselves from their competitors.
What is brand identity?
Brand identity consists of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with your company. Essentially, your brand identity is the personality of your business and a promise to your customers.
The terms “brand” and logo are often used interchangeably, but they are not the same. Originally, the term “brand” was used to refer to the mark that ranchers “placed” on their cattle.
However, the idea of a “brand” has since evolved to include more than just a name or symbol.
A brand is a feature – or set of features – that distinguishes one organization from another. A brand typically consists of a name, logo or symbol, design, brand voice, and more.
Brand identity is then the aspect of branding that focuses on your brand’s personality, as well as the values you convey to customers.
Why is brand identity so important?
As the embodiment of almost everything your business does, brand identity can inspire customers and increase feelings of loyalty to your brand. Therefore, brand identity is crucial to the future of your business.
Here are six components of a well-developed brand identity, and why developing them is important to you.
Direct your business
For all intents and purposes, your brand logo is the face of your business. But that face should do more than just look cool or interesting – the logo’s contribution to your brand identity is associative, too.
It tells the audience that [this image] stands for [your company name].
Credibility and trust
Owning a brand doesn’t just make your product more memorable; It makes your brand more reliable in the market.
A brand that establishes a face, and consistently maintains that face over time, develops credibility among its competitors and trust among its customers.
A brand is a template for everything you might include in an ad for your company – whether that ad is print, online, or a pre-commercial on YouTube.
A brand with a face and industry credibility is well prepared to promote itself and make impressions on potential buyers.
Your company’s mission
When you create an identity for your brand, you give it something to stand for. This, in turn, gives your company a purpose.
We all know that companies have important data, right? Well, you can’t have one without giving your brand an identity first.
Attract new customers and delight existing customers
A brand—with a face, trust, and message—attracts people who agree with what your brand offers. But once these people become customers, that same brand identity gives them a sense of belonging.
A good product attracts customers, but a good brand generates advocates.
How to create a brand identity
- Research your audience, value propositions, and competition.
- Logo design and template.
- Incorporate language that you can use to communicate, advertise, and embody on social media.
- Know what to avoid.
- Monitor your brand to maintain its brand identity.
Building a brand is not something that should be done in a hurry. There are a lot of moving parts beyond just creating a logo and choosing some basic colors. Creating a brand identity requires many important factors.