Imagine walking into a room full of people and almost everyone recognizes you! How would that make you feel? What will run in your mind and what message you will give them? This is the same when you have a unique brand identity. It is what people speak about you especially when you are not in the picture.
A brand identity’s strength lies in the impact that your company or product leaves on your customers. A good and unique brand identity represents your essence and all you stand for differentiates you from your competitors, strengthens your recognition and increases your value.
Your brand identity conveys your values, communication style and emotions to your customers and in turn, they communicate back their feelings about you. The use of a tactical approach in establishing your brand identity is important since you are seeking to personify your business and what you are offering. The following should be considered in building this identity.
A. Conduct Brand Research
It’s fundamental for you to conduct intensive research to familiarize yourself with what you are getting into and understand what you are offering. This research should have a threefold approach;
Introspective research
While paying attention to your competitors and your potential customers is good, most people ignore doing internal research of what they need to do in order to be on top of the table.
Building a brand identity calls for doing a self-research. This introspection helps you define your brand’s mission statement, personality, voice, values and goals. This will help you know where you stand in the marketplace.
Competitors’ Analysis
Doing research on your competitor’s helps you know what you are up against or who would you potentially work together with. Knowing your competitor’s brand helps you stand out by becoming unique and tapping the unaddressed areas in the market.
This research helps you create your visual identity and determine your personality through your values, voice and visual design in a manner that won’t copy your competitors’ brands.
Audience Research
Your brand should communicate to your customers and address their needs. Knowing what your audience wants helps you design your brand identity to resonate with their needs.
A brand identity that is mindful of the customers will build trust between you and their minds which gives them an impression that you are trustworthy and secure. With a strong identity, you will be the go-to brand when customers need similar services in the market.
B. Design Digital Assets
After doing research on yourself and others, start building your brand identity in line with the vital aspects you need to address.
Establish your visuals
Visuals are core as part of the initial messaging sent to someone. What they see will determine whether they’ll consider choosing you or not.
A visual message is sent through the logo design and the emotions sent through that i.e. the colour, design, font and style. These represent who you are and what you want people to identify you for.
Facebook as a brand has chosen to be identified with the blue colour and the design of their logo can’t be missed by almost everyone who has been on the internet.
Develop your Brand Language
The language your brand is using should also be firmed in your brand identity. Indicate through your company’s voice that you stand for your values and seek to deliver them.
A good brand language will give you grace with your customers by creating a memorable brand presence, solidify your connection with the customers, gain trust and increase your business revenue.
Having the right tone and its application to different scenarios is key to your identity.
Build a Brand Style Guide
This incorporates the design, composition and general appearance and texture of your company’s branding.
A brand style guide will stipulate the guidelines of your branding such as your logo size and its placement, the colour palette of your brand, the typography and fonts used.
The brand style guide will give you recognition, give clear communication to both your team and customers about your brand and enhance quality control of what you are offering.
C. Develop your Online Brand and Presence
The world today largely relies on the internet and technology to communicate, solve issues and conduct business.
In the wake of the Covid-19 pandemic where people are encouraged and some forced to stay at home, most people and companies resorted to working remotely. This means that a number of people spend most of their time on their digital devices and the internet.
This should be a leverage moment for individuals seeking to solidify their brand identities by marketing themselves more.
Maximize the use of your brand identity
At any given moment, use your brand identity as a template everywhere as outlined in your brand style guide. This usage should range from website development, social network platforms, domain name, online marketing, product design and packaging, ads and campaigns, business and email designs.
Your brand identity should be visible and send the brand message in a simple yet authentic manner to give you recognition and make your brand memorable.
Content Publishing
This is usually ignored by many upcoming brands yet it is crucial. Content publishing reinforces your brand identity and gives you an opportunity to share with your users and customers. Publish content that represents your corporate personality uniquely through your logo, colour graphics and catchy taglines that will be appealing to your audience.
Besides having content on your website, take advantage of the social media platforms available to share your content to establish a greater connection with your audience.
D. Embrace Performance Tracking
Consistency is key in maintaining your identity and monitoring and regular updating of your brand’s identity will ensure this.
Track the performance indicators of your brand e.g. your web traffic, customer feedback, monitoring social media discussions. When need be, revamp and restructure your brand identity to accurately fit in your personality, mission statement and make you unique.
