A brand identity is essentially how a company wants to be perceived by its customers. Components of a brand, such as the name, logo or tagline, are created and built upon to reflect the value of the business and what they are trying to bring to the market. Brand strategies are often implemented in order to help the brand become, and remain, successful. A strong brand will achieve its goals much easier than an unknown brand.
But how do you begin building a strong brand identity, and why is it important to do so? It’s crucial to define your brand as this is one of the most valuable aspects; it represents the communication your business has with its consumers. With so many elements to consider, it can be difficult to know where to start.
Aspects Of A Brand
One of the most influential models of brand communication, known as the Brand Identity Prism, was put together by Jean-Noel Kapferer. He identified several different aspects of a brand. These included physique, personality, culture, relationship, reflection and self-image. Each one applies to the way a brand and its consumer connects, or how your brand is portrayed to a wider audience.
From the voice of your brand to the relationship between brand and consumer, your business should be investing time and effort into building these and establishing a well-connected, coherent brand identity.
Decide on your values
Choosing your vision statement should be one of the first elements you build on. Deciding what are your most important products or services, and what is particularly unique about your business can help you understand what sets you apart.
Your vision statement should be inspirational; almost an aspiration of where you want your company to be in a few years’ time.
It’s important to decide how you want to be perceived by your customers; what is the purpose of your company? Building foundations such as these is the first step in building a solid identity.
Design Your Brand Image
By carrying out extensive research on your target audience and who you are trying to appeal to, you can put together your logo or decide on your colour scheme. Considering your audience is crucial to building a brand identity that will work for your business.
By first understanding your brand and its purpose, you can create the visual aspect of your company and match the aesthetics. From the colours to your choice of font, everything has an impact of some kind.
Remember Your Brand Is More Than A Logo
As important as it is to create a solid logo and visual identity, your brand is so much more than that. Be sure to implement other branding techniques to aid your efforts too; there’s so many to choose from.
Branded products can be a huge part of reinforcing your brand. Whether you decorate your office with an array of products to remind staff and visitors of your brand identity, or you choose to use them as giveaways to your consumers, it can have a positive impact on both your brand awareness and perception.
Something as simple as displaying your chosen brand colours on company documents and your website is a subtle and uniform way of strengthening your brand. Likewise, coming up with a strong message that is executed across the board will help your consumers to recognise your brand as a dependable and trusted business.
However you choose to establish a brand identity, utilising available resources and techniques, and executing them effectively, will ensure that it is successful from beginning to end.