What to Consider When Creating Your Business’ Brand Identity
When developing your brand identity, it is essential to know that it entails more than just your logo or the creative work you put out to represent your brand. Brand identity is what your business says, how it communicates it, its values, and what it makes people feel. Think of it as the “personality” of your business.
To have a successful brand identity means that your business is memorable, or that it leaves a good impression, enough to attract new customers and retain previous ones. Effective branding shapes that impression and creates confidence in the business.
How do you make sure that your business’ brand identity has all that is necessary to be effective and memorable? You can start by considering some of these things:
- Logo, The “Face” of Your Business: Find a logo that is associative, which means that people can look at it and automatically think about your brand. When your logo is easy to recognize, it’ll help consumers think of you when assessing different businesses, making your business stand out from the crowd. An impactful logo that translates well across different media is key in creating brand recognition
- Build Credibility and Trust: Consistency creates memorability and helps you differentiate your business from your competitors. When your brand has a consistent look, feel and tone, it helps potential and current customers feel more secure, but even more important is to make sure that the actual quality of the service or product you are offering is speaking for itself, as this will be the deal-breaker when it comes to attracting and keeping business.
- Cohesive Advertising: Set a color palette, a voice, and a feel for your brand and make sure it translates well in all media. From the packaging of a product to the design of a brick-and-mortar store, keeping a consistent look across online and offline channels is key. This includes digital media and printed media. A consistent look includes establishing a color palette, a set of fonts, and a tone for your copy. Having a set look promotes confidence in customers and enhances brand recognition.
- Company’s Mission: What does your business stand for, what is its purpose, and how does it serve clients? These are some of the critical questions that will help you establish your company’s mission. A mission serves as a guide to inform your business decisions, and it makes it easier for customers to identify and relate to your brand.
- Balance Consistency with Innovation: We already discussed why consistency is vital in building customer confidence, but a company that innovates while staying true to its mission can turn customers into advocates.
For any of these steps to come to fruition, you need to cover the basics of market research, analyzing both your audience and your competitors so you can start drafting your brand personality and shape the way you want to be perceived.