Key Pointers For Developing A Brand Identity

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16 Jul 2022
5 min read

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Many organizations invest large amounts in branding to ensure a strong brand. They believe that customers' mentality plays a major role in buying decisions. The Brand Identity is an intra-organizational structure which originates unilaterally from the company. It is what brand managers expect and it involves maintaining stability over time. Customers identify brands through their identity, which helps them stand out from the rest. Your brand voice should be distinct, communicate with customers, consistent, and true to your company's values. Brand Identity is both Creative and Strategic. Brand identity is an essential component of a company's success. The creation of a Brand Identity system for any business is most important. It takes time and a lot of effort to take a final shape.

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Researchers and academics have become increasingly concerned about the topic of Brand Identity in recent years. Managers and analysts are now more aware of the importance of the brand. Brand identity is an essential component of a company's success. It is the company's goal, mission, and vision. It can even be said that brand identity is a mix of science and art.

Many organizations invest large amounts in branding to ensure a strong brand. They believe that customers' mentality plays a major role in buying decisions. The brand identity is an intra-organizational structure which originates unilaterally from the company. It is what brand managers expect and it involves maintaining stability over time. Customers identify brands through their identity, which helps them stand out from the rest. The promotion of brand equity is possible through the use of brand identity, an intra-organizational element.

What's Brand Identity?

Brand Identity is distinct because it differentiates. This is the most creative aspect, the physical manifestation of Brand Identity's Personality. Brand Identity is both creative and strategic.

Here are some steps for building a strong brand identity:

Carry Out A Complete Brand Audit

The first step is determining where you stand in relation to the market and understanding who your customers are. A company leader must identify what is important to drive growth and how consumers view the product or service. A competitor analysis, which includes a review and analysis of competitor websites, search engine optimization, brand identities, advertising, and branding, helps to determine who their competitors are for market share and how they can differentiate themselves.

Also Read: How Small Business Will Grow Using Digital Platforms.

Create Your Unique Messaging And Value Proposition

A company must identify its core values and mission statements in order to make a branding campaign successful. It is also crucial to establish your brand's value proposition for the consumer. This is the basis of creating a brand that represents your company.

Develop the Creative Elements of Your Brand

Next, you need to define the brand's look, feel and voice. This will be used across all marketing channels, including the website, social media, and advertising. Raquel Baldelomar says that colors, fonts, and logos will reflect a brand's visual vocabulary. Your brand voice should be distinct, communicate with customers, consistent, and true to your company's values.

Put strategies in place to create a brand identity

Brand identity is created over time. To increase brand awareness and strengthen your brand, you must use multiple strategies. It creates a strong social media presence by using all the right channels to communicate directly with the target audience, whether they are on Facebook, LinkedIn or Pinterest, Twitter, YouTube, Instagram, YouTube. It creates a PR strategy to ensure placements in the appropriate channels such as television, print interviews, mass consumer publications, trade journals, and mass media. The agency develops a content marketing plan that communicates the company's message to its target audience.

Your company's website and online reputation should reflect the brand's goals. Your websites should be mobile- and search-friendly, load quickly, have multiple contact points, and allow clients to get in touch with you.

​​​Start with an analysis 

How does the client get to know your brand? Are you able to open a physical shop/space? Does your product need packaging? Or gift certificates? This analysis leads us to a Brand touchpoint

Brand Touchpoints

  • Typography

  • Colors

  • Layout

  • Photography

  • Illustrations

  • Tone of voice

  • Sounds

Customers can meet you at various places to form their opinions about your brand and your products.

Analytics

Reflect on logos using a perceptual mapping. Let's share some questions to help you with your analysis.

  • What typeface is being used for this?

  • What does this say about the brand?

  • What are the values that each competitor is able to offer?

  • What colors are used in the logo? And why is this important for each competitor?

  • How are they different?

  • What do the colour differences tell you about the Brand's values?

  • For the aech logo, write 3 personality attributes

System

You must understand that branding is a system of visual storytelling and text. It connects all your marketing efforts.

1. Create a summary

Segmentation image person(s). Segmentation. Personality, values -- Images, not words (specify the meaning).

2. Brand manifesto

Describe the essence of the Brand. This is called a "public declaration of intention". It should include all benefits, values, and actions that the Brand has that collectively deliver the intended outcome. Ten sentences that will bring your brand's positioning to life.

Also Read: Important Content Marketing Strategy Tips to Make Your Small Business Grow

3. Touchpoints for Identity

The logo and the name reflect their origin. Is it appropriate?  The overall look and feel (colors); Typography; Photography

Keep the order in mind!

Segmentation is the first step, followed by Positioning and Brand House. Then Brand Identity is the final step.

​​Logo

There are three types of logos, and you need to choose one.

  • Text

  • text+image

  • Image

You can have many variations of your logo but we're referring to the main one.

Name

I hope you realize that you don’t have to invite the name if you already have it. The name begins with the idea of an Organization. At this point, it is the actual name. It could lose its essence if you give it to the marketer. There are seven types of names-

  1. Founder names

  2. Names that describe

  3. Fabricated, made-up names

  4. Metaphor names

  5. Acronym names 

  6. Combination 

  7. Name of magic spell 

The creation of a Brand Identity system for any business is most important. It takes time and a lot of effort to take a final shape. This is a testament to the importance of the process. all the best.

TWN In-Focus