Your brand identity will differentiate your business from other businesses. Just like personal branding, brand identity makes your business unique. That shapes people’s perceptions of the business you run to convey the company’s values. So, let’s find out more about what brand identity is!
What is brand identity?
Brand identity is a collection of elements that the company creates to describe the right image for its consumers. Those elements are design, logo, and color that identify and differentiate the brand in the minds of consumers. So, It is what makes consumers instantly recognize your brand. That identity shapes the relationship between you and your customer, builds customer loyalty, and determines how your customers perceive your brand.
A strong brand identity makes many people recognize and positively perceive your business.
How to create a strong brand identity
You can create a identity with tangible elements in several ways!
1. Do market research
Before establishing a brand identity, companies must conduct market research. From understanding who the right target market is to find out how customers perceive your brand. In addition, do an in-depth analysis of competitors to determine their strategy in developing the business. After you have done your research and analysis, then create a plan that is suitable to be applied to build the proper identities for the company.
2. Create branding on social media
The content on your social media also reflects the brand itself. Therefore, use language that matches the brand personality for content creation. For example, if your brand caters to the high-end, use professional language. But if your brand is relaxed, you can use lighter language. Choose a language that can integrate with the rest of the business to create a consistent brand tone for advertisement or social media content.
3. Create an attractive brand design
One of the most prominent elements of a brand identity is the design. Therefore, the logo, website, and packaging must be attractive and memorable. A logo can represent a company, so prepare it very carefully. In addition, the company’s website must also have a beautiful design because the website is one of the brand’s touchpoints.
Why does identity matter for your business?
A solid and recognizable identities can help a business succeed, which is why creating an effective brand identity is essential.
This is why it matters:
1. Highlight Personality
Brand identity is a visual representation of the values, vision, mission, product quality, and all the personal details of your business. This group of elements can also evoke certain feelings (curiosity, fascination, impression, buying interest.) in the audience.
Create a visual identities that communicates the company’s overall message and promotes business goals.
2. Show Uniqueness and Difference
Strong identities will help the audience distinguish your business from competitors. For example, KFC and McDonald’s brands sell fast food but have different brand identities, so we can quickly tell the difference. Developing an identities design with creativity and professionalism also helps make your brand stand out.
3. Increase Brand Awareness
Brand awareness is how your audience recognizes your brand and can differentiate it from competitors. It can be from logos, colors, taglines, icons, voices, brand ambassadors, and other marketing strategies.
4. Earn Sales Profit
Building a positive brand image can lead to more successful sales. That is because the audience already knows your brand, so they trust you more and lure them into buying too. For example, with a powerful brand identity, the iPhone can attract consumers to buy its newest product even though the price is higher in the smartphone sector.
What is an element in brand identity?
According to HubSpot, the element of brand identity is not always related to visuals but also its brand tone and voice, and even the brand name itself. Let’s dig deeper with the explanation below:
1. Brand Name
Finding a brand name is not as easy as one might think because it aims to identify your company and what you have to offer to the public.
This element is one aspect that makes customers recognize your brand. That’s why a business logo is so essential for your branding.
3. Graphics and Pictures
The graphics and images for your brand include all the other visual elements that make your business unique. When you share an image of your brand, the style you use to edit it should be consistent and cohesive across platforms and content.
4. Color Scheme
Color schemes are essential in all of the visual branding elements you create. A great brand will make consumers recognize the brand when they see the color scheme.
Typography refers to the fonts used in all the business materials you create. A consistent font makes creating business content with a cohesive look easy.
6. Tones and Voices
It’s about how your brand style communicates with customers in marketing materials. For example, is your brand humorous or professional? Brand tone and voice help you convey the brand personality. Try to choose a tone and voice that relates to what your business has to offer and who your target audience is.
It’s Time to Start Creating Your Brand Identity!
After knowing the importance of brand identity, you also need to pay attention to things to avoid, such as not imitating business identities created by competitors and avoiding uploading content inconsistently. By knowing what elements can be a brand identity and how to optimize them, you can slowly build a strong brand identity.