Building brand identity is definitely one of the first and most important steps for marketing your business. A brand identity is a significant tool, which helps in establishing your business in such a manner that your customers start relating to you. The look as well as the feel of the business branding, right from the logo as well as typography to the packaging you are choosing, are capable of attracting as well as influencing both your clients and coveted customers. That’s why you need to Create a Powerful Brand identity to win Customers.
Almost 77% of marketing leaders from different parts of the globe have stated that a strong identity is crucial for the growth plans of the brand.
If your brand identity is constant and cohesive, it will be easy for people to not only understand but also connect with the company. Consistent branding is responsible for increasing revenue by 23%. When you are creating an identity for your brand, it is crucial that you pick up the right visuals as well as content that will represent your business. Apart from that, it will be easier to maintain a style as well as tone, which will help in supporting the business brand.
Building the identity of your brand should be your first priority irrespective of whether you are a fashion designer or you are a freelancer looking forward to creating a website for marketing yourself. There is no denying the fact that a great brand identity is going to be helpful when you are taking your career to the next level.
Coca-Cola’s Brand Identity
Whenever you hear Coca-Cola, it is obvious that you are going to start picturing the red and white logo of Coca-Cola. Given below is a list of the things that are responsible for compromising the brand identity of Coca-Cola.
- The brand identity of Coca-Cola begins with the red logo that has script text. The color red is responsible for eliciting confidence in every person who drinks Coke. On the other hand, the typeface represents enjoyment. Coca-Cola is basically a drink that you enjoy after you have finished your lunch.
- Coca-Cola is responsible for printing the logo on bottles that have unique shapes. No other beverage bottles have a similar shape. This states that they are not imitating any other brand. The brand has been responsible for developing trust and credibility in this manner.
Things that go into building your brand identity
This is going to vary from one industry to another and the kind of services or products that a particular business is offering. However, in general, brand identity combines the following.
- Clear purpose as well as positioning.
- Brand name.
- Consistent voice and tone.
- Graphics and logo
- Colour palette
- Video and motion
- Experience of the customers
Since you are ready to brand your business, you can start by following the steps that are listed below.
› Take care of the Purpose as well as Positioning
This is definitely a significant step that you need to follow when you are thinking of creating an identity, which will be responsible for promoting your growth, especially when social media is concerned. Every detail related to your brand and its purpose, goals, audience, and most importantly, values, have to be crystal clear right from the beginning. It is true that this process can be challenging as well as long but it requires careful research and thought.
If you are asking why you need to understand that, any successful brand has proper knowledge regarding who they are and the customers that they are constantly interested in reaching. Every branding decision that you take should be taken by keeping the potential customers on your mind.
For instance, a logo that is directed towards the millennials is going to look different in comparison to the logo that is directed towards seniors. The font, language, and colors need to vary on the basis of the audience. One important thing that you need to remember is that when brand strategy is being considered, you are going to reach no one if you are trying to reach everyone.
Certain useful questions that you can ask include:
› Determine the Name of the Brand as Well as the Tagline
If you decide to brand yourself along with your talents and skills, the name that you choose is going to do it all. For instance, if you are a graphic designer or an illustrator, the name that you choose is going to be enough to highlight what you do. If your business is founded by other people or you are looking for a perfect name, you need to consider the things that you are looking forward to accomplishing with your brand. Ask yourself if you want to be descriptive and straight forward or eye-catching and inventive.
One common mistake that you should avoid is choosing names that cannot be spelled or are too long.
Consider the social media profiles and the website domains when you are deciding the name of your brand. The reason behind this is that you have to purchase the website domain and claim the various social media profiles for the name of your brand. It is a big no to have social media profiles that are inconsistent. It will not only confuse your audience but also make it difficult for them to find your brand.
You should avoid brainstorming alone when you are creating your brand. Recruit your friends or family members, discuss with your employees and co-workers, and survey numerous people. You can also play games of word association for getting new ideas on names, taglines, or slogans. This will definitely help in building brand identity.
› Design a Good Logo
The logo is undoubtedly the most important visual element that helps in enhancing the brand identity. Logos are used on the brand website, social media profiles, the packaging, and everywhere. This is why it is crucial to create a beautiful and memorable logo, which is going to meet the following criteria.
For example, consider the logo of McDonald’s. It is undoubtedly the most popular and recognized logo and it has been playing an important role in enhancing the brand image of the business since 1940.
Most of the marketers believed that logo is the most significant part associated with the identity of a brand. However, you need to understand that a logo is definitely important but it is not the complete puzzle.
You have to understand how you want your logo to be designed. Whether it is going to be only an image, the name of the brand, or a combination of both, is completely dependent on you. Consider the style as well. However, you need to know that your logo should be capable of narrating a story and also be meaningful. 95% of the reputed brands use only two colors for designing their logo.
You will notice that competitive brands prefer gravitating towards a similar color style and pattern within their logos. If you’re narrowing down your competition and noticing similarities, consider that as an important opportunity of differentiating.
› Choose the Perfect Typography
Typography is one of the simple components, which is an important part of the entire brand identity. However, it can be extremely tricky to find the perfect font for fitting your brand and conveying the message that you are interested in conveying.
Every font is known to have a personality. There are numerous fonts that you can choose from. However, when selecting fonts, you need to keep certain things on your mind:
- Avoid the fonts that are gimmicky.
- Stick to only two or three font families in order to get a beautiful look. One font should be the display font and the other two fonts should be for the body.
- Ensure that the font can be read easily.
Always remember, when brand development is being considered, consistent and perfectly chosen typography is one of the biggest parts of communication across various platforms, and this is definitely one of the big parts, associated with nailing the brand recognition.
› Pick the Color Palette
Now that you have already started to understand how you are going to work towards creating the brand identity, you have to understand that any visual element is also crucial for conveying emotion and meaning. Undoubtedly, color is one of the biggest parts associated with this. The colors that you are choosing for branding need to reflect the intent as well as the purpose of the brand. 80% of the customers think that color is one of the important parts of brand recognition.
You have to consider:
- The values and attributes that are to be represented. You have to consider the shades that are capable of reflecting the personality of the company. For example, if you are into newborn photography, you should choose pastel colors, which will represent serenity and youth.
- Consider the colors associated with the genre of work. For instance, finance and food are associated with green colors.
- Consider the combinations that are not only complementary but also aesthetically pleasing.
Brand colors are responsible for improving recognition by almost 80%.
› Select the Appropriate Images, Graphics, and Iconography
Icons, photographs, and visual symbols are responsible for forming one of the most important parts of brand development. For example, Dell is constantly killing with the icons that it has. You can see how every icon looks similar, and this is what helps people to associate with the brand.
Apart from that, Berkeley University also uses important branding guidelines for photography. All the photos have a unique airy and light feel. They use natural light to a great extent.
› Putting the Website Together
The website is crucial because it is undoubtedly the central hub for important information associated with your brand. It forms the main root of the brand identity. On your website, you have the freedom of going into details regarding your brand as opposed to your social media profile. You can provide a detailed biography along with your work samples. You can also provide all your links to the affiliated platforms.
You need to know that your website’s tone has to be authentic. If you are interested in boosting traffic and you bring in external content creators, it is your responsibility to ensure that they receive proper training. Make sure that they have proper knowledge about your brand, which includes the value proposition, market positioning, and the voice as well as the tone of the brand. Your audience will instantly get an idea when the content is not true to the brand identity.
The website is basically an online portfolio, and hence the design, as well as layout, is also crucial. The homepage of your website should be considered your business card. You have to consider if it is unique. Ensure that your achievements can be reviewed easily. Your website should also represent your personality and style.
› Creature Amazing Signage
In case if the brand also has a storefront, you need to know that sign is one of the most important parts of branding the business. Exterior signage, which includes sidewalk signs and window graphics is an important part of this experience and can generate huge traffic. Ensure that you are incorporating your logo, color palette, and typography to make sure that the branding remains compelling and consistent.
Irrespective of whether it is a sale sign or window display, you need to ensure that you are keeping it cohesive, so that you can solidify the brand in the minds of your customers. When it comes to outdoor signage, you need to be creative.
Examples of Powerful Brand Identity
Given below is a list of the brands that have created a powerful brand identity.
Apple is undoubtedly one of the leading brands and the manner in which it has created is identity cannot be deciphered in words. Apple is all about innovation and hence, the brand makers are more focused on amazing design. Just by looking at the logo or the colors of the brand, one can recognize the brand instantly.
The Red Cross
Many people have not had any interaction with this particular brand but everyone can understand by the brand only by looking at it. This is because the identity has been created in such a manner that people can easily recognize it by only having a look at the color, font, or logo.
It is completely dependent on you as to how you want to create a powerful brand identity. However, you need to keep the steps that have been mentioned above on your mind, so that you can easily defeat your competitors.