How to Create A Compelling Brand Identity

Updated: Feb 11

It can be exciting to see a brand come to life, and that's been happening more often now. Your business has a unique style - something that sets it apart from others in the industry. Whether this is professional or informal, your brand definitely shares a vibe that no one else can match. Creating an identifiable brand identity is definitely one of the ways to grow your company and success as a whole


Your company needs to establish a well-designed and unique brand identity that can build trust with its customers. This needs to start by identifying what your company might be uniquely good at, either by having an impressive track record or some key benefits that other businesses might not have. Capitalizing on your customers' needs through their psychology is a way of showing your commitment and engagement with their experience.


This will lead to long-term loyalty, advocacy, and brand awareness.


Your brand identity is a really important aspect of your business, but it can be tough to get it started. Start trying some different things and learning the ins and outs of the various branding methods. Try to research how your competitors are doing in terms of branding, too. What is a strong brand identity? Let's discuss if and how it should have your business in mind, as well as the steps you should take to create one.


Brand Identity
Brand Identity

What is a Brand Identity?


A brand identity is the company's physical, digital, and even ethical image. Your branding is important to establish a strong identity for your company and helps convey the business's message and tone. All the elements including messaging, logos, website landing pages, signage, and product packaging intentionally put together should also be considered in order to create a cohesive brand identity. Colors, fonts that fit your brand are also some of the most important aspects for holding.


For brands, identity is a tough topic that requires careful research and practice. This will allow your brand to project your personality and promises of what it means to both clients & employees years into the future.

Clients need to distinguish between their "brand identity" and their "brand image" when interacting with your brand. Clients feel confident in interacting with you when they have a good understanding of who you are. Your main goal is to have your brand identity and brand image align so that customers can see it in person, as well as online.


Photocalls - brand identity
What is Brand Identity?

6 Steps to Create a Strong Brand Identity


A brand identity needs to be recognizable, consistent, and memorable. In order for a brand to share these three qualities with your target audience, you'll need to follow a specific set of guidelines. When starting out as a new business, it's common to want to change your existing identity in an effort to stand out from the competition. They help inform your decision-making process and provide clarity that can help you narrow down your options.


1) Research Your Audience


If you don’t know whom you’re marketing to, it will be difficult to grow your business. Successful business owners should think about the type of customers they want to serve and then target their marketing towards those people.


2) Audit Your Existing Brand


When you think about what your brand identity currently looks like, it's always important to remember that there are some changes in the beginning. It can take time to develop an understanding of what you want to do without thinking about how and it can be easy to get lost in too many options. Have you ever wondered if your website and product packaging are interactive with each other? Might you need to update the way that you're marketing for the updated guidelines?


To audit an existing brand, look for the brand in a number of places: online, offline and in packaging, events materials & promotional materials.

To simplify things and make the process more convenient, I would recommend creating a spreadsheet to log your audit findings and efficiently track which colors & fonts are already used in marketing materials, which are in need of an update, and more. If you have further questions about it feel free to reach out. Log any inconsistencies between marketing channels to help build the final stage of the brand identity process.


3) Analyze Your Competitors’ Brand Positioning


Your company might not seem competitive on the surface, but knowing what you can learn from your competitors could give you valuable insights that can help you in your business. To have an edge on future competition, it is important to maintain a close eye on what other companies in the field are doing. If you do this, you will be able to compete more effectively. This way, you can pinpoint gaps in the market and expand on new opportunities that will be valuable for your business.


Your competitors may provide you with insight into your niche. If you find out who your company's target audience is and what makes it different from the competition, you can start coming up with a story that repurposes these benefits for a unique marketing campaign focused on the customer.


Competitor Analysis through Brand Positioning Graph
Competitor Analysis through Brand Positioning Graph

4) State Your Brand’s USP


How do you provide your customers with the best experience, remain competitive and ensure that your brand stands out? Your brand expression should try to tell this.


When developing your USP, consider what makes you different from other business owners. Think about the personality traits, personal qualities, and features that matter most to you and your clients.



5) Create On-Brand Messaging


Once you’ve decided on your brand identity, there are certain aspects of it that will need to be expressed via content. Words, photos & graphics are just a few of the visual aspects that should be considered while creating. Other visuals include color choices and symbols.


Brands have a saying that goes "On-brand is not just what you're doing, but what people perceive you to be." That being said, many brands would likely benefit from creating a brand book. This can formalize practices of what is and isn't considered rewarding for company culture.


The brand book should have the following key features:

  • Brand tagline

  • Logo

  • Fonts

  • Colors

  • Photos or graphics

  • Writing style and word choice


Color Palette
Color Palette

6) Make your identity stand out at every step


Once you have completed your brand strategy, you can begin to implement these strategies across every medium you plan to use. This will give you uniformity across all channels and create more scalability for future brand-building campaigns.


Investigate which marketing channels are giving you the best traffic in Google Analytics. You can quickly improve your brand's overall image, whether it's on social media or in print, by committing to the most popular channels in your industry.


Website traffic analysis
Website traffic analysis

Brand consistency is a very important thing - it's a way for your customers to identify who you are and what your target audience is. When your website, social media profiles, and other marketing materials don't match each other, potential customers might become confused or think you're selling something different from who you say you are. Your online and offline content should all match so customers know exactly what they're buying. Update your packaging & event materials to see the same image across the process. This consistency will help build trust in your branding across all customer interactions.


CONCLUSION


Creating a sense of brand identity is the first step towards building lasting competitive advantage. But it’s not an easy task, and it's not one where you should expect to see quick results. Take into account how your brand interacts with customers over time and make small tweaks as necessary. It is true that altering your identity can potentially harm your business if you're not careful, so please be aware of the potential consequences.


Make sure you're supplying your staff with the resources needed to create & build a powerful brand identity. They need to see your work as an extension of themselves and treat it with the same amount of care and delicacy that they would put into their own projects. If not, it will end up being only marketing smoke & mirrors.

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