A strong and unique brand identity does not happen overnight. It is built over time and requires a strategic approach. You can’t just pick a few colors at random and create a logo.
On the contrary, building a strong brand requires careful thought, a solid understanding of your brand, and strong communication and design skills. Building a good brand image can seem ambitious and complicated. But you will get tremendous results if you do it systematically. Plus, we’re here to help!
Why is it important to have a good brand identity?
We’ll start with the basics: what is a brand identity? If we consider the theoretical definition, it is the image that a brand gives to the public. This includes its name, brand, communications and all of its visuals. It is by combining these multiple aspects that your brand broadcasts its identity, its values and its vision.
In other words, a brand image is a way to communicate with the public, differentiate yourself from the competition and deliver a brand experience that inspires people to engage with the business. In short, a brand’s identity encompasses everything that contributes to the image it conveys to its audience.
Therefore, each brand must have its own identity, which distinguishes it from others. To distribute it, it can use all the channels at its disposal, from its website to its product packaging, including its advertising and corporate gifts. For example, when you distribute pens personalized with your logo during an event, you help spread your brand image. The type of object and the personalization you have made to it (colors, logo, messages, etc.) have an impact on your brand’s image in the eyes of the recipient public.
How to define the identity of your brand?
Now let’s see how to define your brand identity. This basic work will then allow you to design the various elements constituting your brand image on the outside.
First, do some market research to understand your target audience and your competition. This will help you better position your brand. Assessing the strengths and weaknesses of your competitors will also allow you to identify the advantages that can make your business stand out.
Based on this, choose the key strengths that most represent your brand, positioning, vision, target audience, ambition, values.
Finally, associate words with your brand to identify its personality. Imagine your brand is a person: how would you qualify it? Also, ask yourself what kind of personality your customers are looking for. This exercise will help set the tone for all of your communications, both visual and written. In particular, personifying your brand will be very useful in finding your style on social networks.
Choose the perfect visuals for your company’s branding
Next, visuals make up the bulk of a brand’s identity. You can also complete them with sound elements, such as an oral slogan or a jingle (sung or not). But these tools remain much less used than the visual components. That is why we are going to focus on the latter. In general, it is advisable to integrate them into a graphic charter. It serves as a guide to ensure consistency in all your communications.
Here are the major visual elements that make up a brand identity:
- Logo: monogram, logotype (word-symbols), pictogram, abstract, emblem, mascot or even fusion of Several types; choose according to the image that your brand wishes to convey.
- Color (s): staying within the limit of 3 colors, select those that arouse the appropriate emotions in your audience. Learn about color psychology to avoid missteps.
- Typography: the choice of your typefaces is important, both for the sake of image and readability. Here are some good practices: serif font for printing and sans serif for digital; simple for text and fancy only for titles; script font to bring a human and minivan side for more rigor.
- Imagery: it includes photographs, images, illustrations or even icons/pictograms used in your communications, on your packaging, etc. Their style should be consistent and true to your brand identity.
In addition to them, there are other more specific visual components, such as diagrams, graphs and other data visualization illustrations. Or the interactive elements, videos and animations.
Some strategies to increase your visibility
Finally, we will close this article by giving you ideas of strategies to increase the visibility of your brand:
- Communicate on social media by encouraging interactions and sharing.
- Organize events (virtual or physical) to meet your target audience.
- Offer useful and lasting promotional gifts, with your branding.
- Publish high-value articles on your corporate blog.
- Distribute optimized mailing campaigns.
- Create a referral program to entice your customers to convert friends.
Apply these strategies jointly or in isolation, taking into account your audience and your possibilities.
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