Business says, ”we sell commodities”.
BrandIng says ,”we sell a way of life.
Don’t just build a business, brand the hell out of it!
Building a strong brand identity is one of the most important strategies in not only creating but also cementing a successful long-lasting business. So it’s very important that we put a lot of thought and careful consideration into creating a strong identity. In business, image is everything... Now, you might be asking “how do you create a successful brand?”
Let’s start by defining branding?
WHAT IS BRANDING???
This is a term used to refer to a business and marketing concept that helps people identify a particular company, product, or individual. You could read further on branding by clicking here. Now that we have an idea of branding, let’s tackle Brand Identity.
These are the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable.
Simply put, your brand identity is what makes you instantly recognizable to people amidst a sea of competitors; it’s what sets you apart from numerous other brands..
WHAT DOES A BRAND IDENTITY INCLUDE?
When you create a brand identity, you’re basically building a toolbox of visual elements to help you communicate effectively. This can be basic or extensive; it all depends on your brand’s needs.
Regardless, every brand needs a basic identity, which includes three core elements:
· Color palette
If you create a larger variety of content (or plan to), you may also design additional elements to express your brand across mediums, including:
· Data visualization
Let’s dig a little deeper, shall we?
Let’s say you are a university student and in your first year. As an awkward under-graduate, you want to be perceived as cool and get invited to “chill with the big boys”. But you can’t just force other people to have that image of you. So, to develop this brand, you need to do some work.
So you start wearing nice shoes/kicks. Sit at tables where the big boys sit. Start talking a certain way. You make sure you are up to date on all celebrity gist and meme’s. You need to look the part! These actions are the work you’re putting towards developing your desired image; they’re called your branding.
This article is going to show you some easy and efficient ways to build your brand identity:
Who Are You? What’s your why? What beliefs drive your company? What kind of personality would your brand have?
It is essential that you know and determine the purpose of your brand. Why does your brand exist? What problems does it solve? What distinguishes you from the competition? Determining the main purpose of your brand will eventually guide other aspects of your branding strategy and help you come up with your slogan, tagline, brand voice, and more.
Once you’ve identified who you are as a brand, it’s now time to build the identity that will bring your brand to life and show who/why you are to the people who matter most: your customers.
For example, you may offer guides on how to organize in details a futuristic outlook on that business idea. In this case, your brand purpose may be to make life easier for business owners.
At Atarifix Consulting Limited it is obvious that the brand purpose is to optimize business processes by eliminating redundancies by leveraging on digital and human resources.
UNDERSTAND THE COMPETITION
Get an idea of how your competitors present themselves. This means understanding what the competitive landscape looks like and what branding strategies your competitors are adopting. Otherwise, you could easily blend in and look like everyone else that sells the same products or services as you.
· What are your competitors doing?
· What kind of brand personalities do they follow?
· What can I do to be different from theirs? Knowing what your competition is, helps you tailor your brand differently to avoid similarities.
For example, you might notice your direct competitors giving out professional advise only. This is an opportunity to differentiate yourself by identifying options for these organization and suggest recommendations for change, as well as advise on issues.
IDENTIFY YOUR TARGET AUDIENCE
Knowing your audience and what they need is important to your brand. The preferences and expectations of your target audience should be equally influential. What visual elements and brand voice would resonate with them? This helps you tailor your services to satisfy their needs and demands in a way suitable to them.
Get very specific with your audience targeting and try to get a better idea of what would most likely appeal to them.
For instance, you could be into Pet grooming, mainly targeting dog owners. You do a research and find out that cats and other furry animals need grooming too. You re-strategize and include these other furry friends into your grooming service, so your audience isn’t just dog owners now but most pet owners.
GROW YOUR BRAND'S PERSONALITY AND VOICE
So far, we have been able to gather some key points in growing your brand identity, it’s time to develop the unique personality and voice you want to associate with your brand. This depends largely on the product you’re selling and the kind of people you’re targeting.
Similarly, your brand personality could be reliable, spontaneous, personable, serious, and more. You’re free to choose from a virtually endless list of adjectives as long as it’s going to resonate with your target audience.
For example, some companies will typically have a more professional and authoritative brand voice and a serious personality. But, if the main target audience prefers conversational tones, it could also be friendly and informative instead.
Besides your social media, you should allow your brand personality reflect through every single channel, medium and platform possible. And you must consistently use the same brand voice in all your brand communications and advertising messages.
CREATE YOUR VISUAL IDENTITY
A crucial aspect of creating a brand identity is developing your brand’s visual identity, as visuals form a large portion of your overall image.
You start by taking all the insights you’ve collected about your brand identity and translating them into visual concepts. You can pick the most critical adjectives you want to associate with your brand and try to visualize them.
For example, things like colors, fonts, graphics, typography etc tell different moods and further strengthen the visual representation of your brand.
Green could evoke anything natural, stability, growth, or a close connection with nature. Dark blue could stand for maturity, trustworthiness, and security.
Yellow, on the other hand, could evoke youth, optimism, and cheerfulness.
Red could portray feel passionate and energized. It’s the perfect choice if your brand identity is loud and exciting.
We have a plethora of font designs to choose from but as much as we want people to feel comfortable when going through our brand, you would want to be careful so you do not choose a font that is hard to read or reduces the attention span. Modern fonts convey intelligence, style, and exclusivity.
Your brand identity is what sets you apart from the endless numbers of competitors and portrays to your customers who you are and what they can expect from working with you. Do you want your brand to be perceived in a positive light? Then it’s crucial that you nail your brand identity and create designs, (click here to find out ways to design your brand or let us help you) that accurately portray who you are to your customers. And now that you know how to nail that identity, it’s time to start building.