Your brand is built on your customer’s overall perception of your business, products, and services. Your brand is your identity and it speaks for you and the quality of service you promise to provide to your consumers. Not to be confused with each other, your brand is just a part of your brand identity. Your brand identity goes beyond logos and colours, and is what your audience perceives through what they see and experience from your business.
Learning how to build a brand identity is your first step towards the success of your marketing and sales. Without a powerful brand identity, all your effort in producing great marketing content will be of no use. Now, to be considered successful, your brand has to be consistent across all marketing platforms you choose – print media, product packaging, online content, and even sales and customer service.
Given that social media does almost all the marketing for us, without a strong brand identity, your business is still going to struggle to be remembered. Considering how much social media advertisements circulate on a daily basis, the average consumer would see a minimum of 50 ads per day from various brands in various industries. This is where a strong brand identity helps you. The more powerful your branding is, the better retention your consumers will have.
With all that being said, you might be thinking that creating a brand identity is easy, but it most definitely is not. Learning how to market your brand and how to create a brand identity are two very different factors in your business and should both be researched and seriously planned out.
Here are some tips to help you create a brand identity that’s powerful and cohesive with everything your business has to offer!
Complete Your Research
Nobody can build a successful and powerful brand identity from incomplete research. You may be able to begin creating your brand and your identity the moment you think of what you want it to look like, but it will most likely fail in the long run because of the lack of research.
This research we are talking about does not only refer to statistics on your audience and your marketing platforms. Complete your market research and include the most important factors to be able to build the brand identity that is sure to get you a permanent spot in the hearts and minds of your consumers. It begins with finding out where you stand in the actual market, what kind of competition you have, what your consumers are looking for, and so much more.
All of this needs to be completed before you come to thinking about printing your flyers, creating your infographics, sending out newsletters, and generally trying to make your entrance in the market.
Identify and Establish your Message
Another aspect that needs to be considered before we get excited with the bold colours and the bright statements we are about to make is the general image you want your brand to have. This needs to be something that will be cohesive with the core values and principles that your business will operate by. It is also very important to identify your brand’s promise to your consumers, as this is what your brand identity will be built on.
Your message is very important in creating a brand identity because when your message and image are aligned with the brand you are creating and the experience your consumers are getting, trust is established. Becoming a trusted brand builds brand awareness, and this is what’s going to drive your profit and sales to skyrocket without much effort.
Having a clear message and brand promise to deliver through your brand identity makes your audience feel more comfortable with your products, services, and brand in general. Large scale corporations have managed to build their identities over the years by continuously reminding us consumers of what their goals are, and what they stand for as companies aside from the quality of the products they have, and as a result, we have their brands in mind as the go-to for products and services that they specialise in.
When you have completed your market research and you have successfully established what your message and image would be, you can finally say it’s time to get creative! Yes, this is the part in building a brand identity where all the visuals come to life.
Your focus now should be on creating the face of your brand. Figure out what you want your brand to look like, sound like, and feel like when it gets published across all of your marketing platforms, from your company’s website to your products’ packaging. This face and it’s entirety should stand out and stay true to the message you have decided to communicate using your brand and the values and principles that your company upholds.
Creating the visuals for your brand identity is one of the main reasons your market research should come first. When you identify the demographics for your business, you can easily begin designing what look you want your brand to have because aside from having it aligned with your company’s values and your brand’s promise, you also need to make sure that you are appealing to the right people.
As your brand identity comes together, you will realise that the factors surrounding it contribute tiny details to your image as a whole. Each element in your branding influence the other, but the colours you choose and your logo is where it all begins. When getting creative with the design, you have to keep in mind that this is the main face your brand will have. The logo is what will make you stand out, or completely get lost in the crowd. You will want to make sure that your colours and logo, by themselves, will be strong enough to convey the message you want your brand to give off.
Get Yourself Out There
Once you have established the face of your brand, it’s time to get yourself out there. Your brand identity is almost complete, and now all that’s left to do is to make sure that your audience actually receives your message. How do we do that? We start planning your marketing strategies.
A part of your market research includes where your consumers are most likely to look when they need a product or service. This comes in handy when you start working on your marketing plans for different platforms. Where do you publish your advertisements? What social media platforms will you utilise to make yourself known? How frequent should you be releasing new content to the public? All of these factors contribute widely to getting yourself out on the market and getting your brand the attention it needs to grow.
Design your advertisements to be flexible no matter where you plan to publish them to make sure your target market is reached, and that you are not just another ad they skip. Getting your brand out there is crucial in the process of creating your brand identity, as without enough attention, you will easily be forgotten.
Monitor your Activity and Avoid Common Mistakes
When your brand identity is established and you have started on marketing, always make sure you have eyes on all the activity of your brand and that you are not committing rookie mistakes that could burn all the hard work you have put into your brand to the ground. Oftentimes, when brands are done with the initial phases of planning and implementation, this is what happens. Companies tend to feel instantly comfortable in letting their audience work for them, making their brand only as stable as how often consumers talk about them.
This is a huge mistake on your part as a business because you should know that the hype of a new brand, product, or service does not last very long unless there are other steps that should be planned ahead to keep the energy alive. There is no specific plan that caters to all kinds of businesses in this aspect, but monitoring your activity closely in the first few months to years after your initial implementation can surely help you avoid getting your brand stuck in this rut.
Monitoring your marketing and your brand’s progress also helps make sure your brand identity only grows stronger, as it establishes consistency and stability for your consumers. You will be able to plan ahead, thus, avoiding having to recycle ideas from your competitors, rush your media and create confusion, and lose the attention you initially gain from launching your brand, products, or services.
Creating your brand identity is tough and requires a lot of planning. Consult with our experts and we will give you plans that are enough to grow and turn into your vision should be one of the first things to consider when talking about brand identity. Get started on getting your business that power by following these 5 tips we have for you!