If you have spent any time in the marketing world, you have possibly heard the term “brand identity” quite a lot. But, what does this term mean and why is it important to you?
Before we get to the heart of brand identity, think of it this way: Your personal identity is not only directly related to how you identify yourself with the world, but also what allows the world to identify and understand you. And, it is in fact an integral component of the journey through life.
Brand identity is like personal identity in many ways. It tells the world about your business and this is directly related to how consumers perceive your service or product. It also incorporates careful attention to seasonal trends and consumer habits.
So, let’s get all the way down to the details of brand identity and help you build one for your business.
Conditions to Think About
What you may not know about brand identity is that it’s usually confused with similar terms such as “brand” and “brand image”.
The term “brand image” refers to the customer’s perception of your company. Branding refers to specific marketing practices to imprint or “shape” a particular brand. This is all based on your marketing target, consumer needs and the services you offer.
Brand identity goes much deeper than the surface image your business embodies. Basically, brand identity refers to that collection of interrelated elements You create to portray the right image to your customer base.
in brief, your brand won’t have its own unique identity without the cohesiveness of all the elements that make it a brand. Without one element, identity is incomplete.
In simpler terms, take a closer look at yourself; You have a certain style of dress, a certain haircut, and a certain quality about you (artist, baseball player, outdoor person). All of these combined create your identity, and it’s the element that other people associate with you when they see you. If you change one thing (say, your haircut), your perceived identity will also change.
The same goes for brand identity. That picture You make.
How to Build a Brand Identity
Just like when you were trying to establish yourself in highschool or college, the same process lets you build a brand identity. And just like in those really awkward days, first you need to know who you are and what you want to be known as.
Some of the key elements to build a brand identity are as follows:
- Company Values (what do you believe in?)
- Company Mission (Why are you in business?)
- Personality (What makes you unique?)
- Traits (What makes you different from your competitors?)
- Voice (How are you going to communicate?)
Before you can bring all of these elements together and present your brand identity to the world, you must fully understand each of them individually. You may even must do some serious introspection on yourself and your “why.”
Basically, understand the essence of what you want to attain, and build your identity from there.
Tips for Building a Brand Identity
The way you build your brand identity is limited only by your imagination. Any way you market your service or product should align with (and reflect) your brand identity. For some businesses, it is as easy as making it unique, personalised hang tags for a product. For others, it can be as complex as creating a full-scale marketing program.
First and foremost, your design elements are very important to your identity. This is true from the first draft or prototype of your product to the final result that customers will find in your storefront.
Design is crucial to attracting customer attention, just as your message is crucial to getting and keeping interest in your service or product. This all boils all the way down to two main elements: style and sound.
By composing an original style, you’ll be noticed. By creating engaging messages and platforms, you’re going to get noticed and be remembered. But note, all of these elements must work together cohesively for your brand to achieve success.
Owning a business is a big undertaking, and plenty of of the elements that make a brand successful are often neglected. The best advice you can take is to be sincere in your approach.
Be assertive with your message and philosophy, and offer people something that solves their problems or makes their lives better. If you combine all of these elements to form your brand identity, you’ll be well on your way to success.