What is Brand Identity And How to Create One for Your Company

What is Brand Identity? And How to Create One for Your Company

Perhaps at some point in your branding journey you came across the word “brand identity” and raised a few eyebrows. You may have a vague idea of what the term means. Maybe I had given up on it entirely.

Aside from the natural human inclination, we strongly reject the second option because a strong brand identity is the key to any successful business.

Creating a strong brand identity is what transforms your company from a soulless idea to a living creature and should be the focus of your business endeavors.

The major question is:

What is brand identity?

Brand identity is basically the face your brand shows to the world. This is a consistent message from your company that is sent over and over again through a collection of visual images and compatible language.

In other words, your brand identity is how you express your brand – with its core values and mission.

Think about who you are: how do you express yourself?

You probably wear black from head to toe every day. Do you prefer clean lines and button-down shirts, or maybe you are a handsome man? Extra earrings on your cartilage. Good or prominent tattoos on your hair.

The common denominator is that personal expression often comes from a cultivated visual language – what sets you apart from others. The same goes for brand identity. Draw a picture of your company that sets your brand apart from the competition. While looks aren’t everything – the way people talk also defines it uniquely. Anyone can tell you which character your “friends” are most likely to hear say, “How are you?” Or a famous supermodel who’s all about Smize. All of these things help people understand who you are – and your brand too.

 

brand-identity-male-female-graphic-designers-interacting-with-each-other.jpeg

Why focus on brand identity – what is its purpose?

Your brand identity is the meeting point for you and your customers. This is how you recognise your customers immediately and make them loyal. The main goal of your brand is to create a special image in their minds when they think of your brand. How your company is perceived is everything, and you develop the image that you want your customers to have through the brand identity you create.

Also, creating a brand identity sets guidelines for the company itself. The generated content recognises the design you used – even the types of events you host.

With that – let’s go!

How to create a brand identity

Step 1: Perform internal / external audits. 

Before creating an identity that communicates with the audience, you need to understand two things: who and who the audience is. Sounds logical right?

To do this, answer the following questions:

Who are your target customers? What is their population like? What kind of language do your target audiences use? What are your customers’ weaknesses? How do your customers experience your brand right now? What other brands do your customers like? Which values differentiate you from other companies? Your mission statement? What is the character of your brand? What’s your brand voice? (What does it look like when it “speaks”?)

How do you rate your potential customers? These questions don’t need to be answered only through meditation. Create a poll. Hold focus groups. Competitive Analysis Use all available resources to find out who your customers are, what makes them different, and how they want to talk to them.

Then evaluate your strengths and weaknesses. If you are having trouble finding the answers to the above questions (e.g., within the audit), try creating a mind map – a technique that will help you get all of your ideas down on paper in an organized manner.

Put your core business idea in the centre of the page, then draw “pathways” that lead to other ideas, such as aspects of the sound you have in mind for your brand or the purpose of your business. Write these ideas down as they come to mind; By the end of this brainstorming session, you will have a clearer picture of what your brand represents and how you can achieve your values.

Step 2: identify your brand personality. 

Another important word for branding is your brand personality, the human element of your brand identity.

If your brand identity encompasses the entire perception of your brand by others, your brand personality is an important part of helping develop that understanding.

The easiest way to visualise your brand personality is to portray a real person representing your brand. what does he look like? That sounds like? How does the speaker communicate with others? Are You Smart and Intelligent? Serious and professional? You may have noticed these questions in Step 1, but now is the time to ask them (i.e. keywords).

When you turn on your branded avatar, write it down. To be effective, your brand personality needs to be consistent and convey the same tone and message in all forms of marketing communications.

Step 3: create your branding strategy. 

This “how” is part of your brand identity. How do you share your brand story?

Again, consistency is important in creating the brand identity that your customers will interact with. So it’s time to dump them and move on. Make a specific selection:

Business Guidelines. These are the rules your company will refer to when presenting through various channels in order to create an emotional connection with the audience and later recognise the brand. They include a style guide, a corporate mission statement and accepted photos. 

The best channels for your business activities. Is your audience drawn to a particular social network in droves? What events should your brand consider to introduce itself as an opinion leader? 

Content strategy. This relates to the types of content your business creates, as well as the brand sound or acceptable language used in blogs, marketing content, etc.

Your entire branding strategy should focus on creating a unique experience for the people who use your product. When that is done…

Step 4: be creative. 

It’s time to put it together!

Create the visual elements of your brand based on the branding strategy outlined above. As you design, keep in mind that all of the following should work together seamlessly – as if they were born together.

brand-idenitity-graphics-designer-editor-workplace-concept

Focus on the following:

Logo – Your logo isn’t everything, but it’s the only visual representation of your brand identity that reminds you of your customers. In other words, the logo is the customer’s first step within the company. 

Slogan – This is a popular phrase that goes along with your logo and tells your audience what your company is doing.

Typography – These fonts tell the story of your brand. You should probably choose multiple lines that complement each other. Try to combine fonts that are clear enough for the audience to recognise, but still have the same mood. 

Color Palette – The colors you choose for your brand will have different psychological effects on your audience, and you want them to work in your favor. As you look at different colors, think about the emotions that are being generated within you and try to use a color combination that evokes the emotions you want to associate with your brand.

Shapes – Are you looking for clear, straight lines or round, fun edges?
he’s over there! Formally, your brand identity has personality, voice and face – everyone is ready to tell your brand story. 

brand-idenitity-graphic-designers-discussing-whiteboard-with-their-colleagues.jpeg

Measuring the effectiveness of brand identity

Now that your brand identity is in its full form, you are ready to run it fast.

However, over time, you may not be sure whether your branding strategy is working well or the voice you have chosen is really appropriate for your message.

Analytics is always key to any strategy, and it’s important to measure the success of your business endeavors when your brand is young so that you can adjust your strategy if necessary. Because of this, you can always check the following:

Are you converting new customers? Keep loyalty? What kind of conversation is going on around your brand? Has your company followed the brand style guide? Which of your posts had good access? Was there a particular campaign that caught your fans’ attention? Answering these questions should make adjustments as needed – but try to stick with the message as much as possible. You don’t completely change your identity in a day, do you?

You have decided what your brand identity should look like – now is the time to start designing! If you’re not sure where to start, our logo designers are here to help. 

Happy Branding :).