April 1, 2016

Brand Identity 2: What does your brand say about you?

Your brand identity is an important perception in the minds of your consumers. A well thought out and cohesive identity will help build recognition and awareness, differentiate you from competitors and inspire customer loyalty. Clearly what your brand is saying about you is critical to your success.

In business, a company’s brand identity is the impression it attempts to convey, what it says about who it is and how it wants to be perceived in the market.

The ‘brand image’ is how the brand is actually perceived.

The brand elements are created to reflect these values the business it trying to project, displaying them in the market in order to appeal to the customers it desires. Elements include the business name, logo, tagline, typeface, colours, design style, tone of copy, even the design of its products and services and social presence should conform to the overall brand identity.

Building a Brand Identity

Here are some brief steps to creating a strong, cohesive and consistent brand identity:

  1. Self-analysis
    To better understand where to go and how to get there it is first important to understand where you are. One way to start this is through SWOT analysis – an audit of the strengths, weaknesses, opportunities and threats facing your business.
  2. Define Goals
    Define the key goals for the business, short and long term. Your brand identity should help to fufill them.
  3. Identify Target Market
    Who are you trying to reach? What are their preferences and values? What are they looking for and what would convince them to buy?
  4. Determine the Message
    How do you wish to be perceived in the market? Define the ideal personality and message you want to communicate.

Building an identity is a multi-faceted, strategic effort and needs to be carefully considered and assessed. Once you have defined your ideal brand identity it needs to be widely implemented, every element and aspect of your business needs to support the overall message and goals so that the message to the market is consistent. A good brand identity will effectively communicate a company’s personality and values, it can be the crucial factor to achieve uniqueness and stand out in the crowd.

A good brand identity will effectively communicate a company’s personality and values, it can be the crucial factor to achieve uniqueness and stand out in the crowd.