What is brand identity?
Brand Identity is the face of your business. It is what makes your business memorable and trustworthy in the eyes of the consumers. That includes the logo, colors, theme, etc. that are associated with your business. Your brand identity says a lot about your company, which is why it is important to make it consistent, recognizable, and positive.
Why is brand identity important?
A key factor in having a successful business is your brand being recognized and what better way to do so than with your brand identity. The more that consumers identify your brand, the more loyalty and trust you gain from them. An excellent example of successful brand identity is Apple. People all over the world recognize the Apple logo, no matter where it’s placed or what’s being advertised. Having a constant and favorable brand identity also makes you stand out against competition. Despite the industry of your business, brand identity is necessary for it to flourish.
Three Ways to Establish Your Brand Identity
Stick with a Theme
Creating a theme for your brand is the first step. These choices can determine the initial impression that your brand has on a consumer. Figure out what you want the feel of your brand to be and stick with it to establish your brand’s identity. Your theme will include a number of things such as: colors, fonts, logo, and tone. One of the biggest factors that can easily be forgotten in regards to brand identity is the use of a consistent tone. The tone that a brand uses in social media posts, text on websites, language in advertising, and other settings can create the feeling that consumers perceive when interacting with your brand. The personality you choose for your brand can help determine how consumers relate to your brand. Establishing a common theme throughout your brand will help consumers be able to recognize your brand at a glance.
Tie in Company Values and Business Goals
Brand identity is how consumers view your business and what they associate it with, therefore highlighting your companies values and goals is the best way to project the positive identity your brand is seeking. You want your consumers to genuinely feel and understand the message you’re putting out. The goal is to have your consumers motivated and wanting to engage with and be apart of your brand. To do so, you as the brand must understand what you’re trying to achieve and then communicate that clearly to your market. Think of it like this, when consumers think of your business, what do you want them to think of? Brand identity is more than just the visual aspect of your business, it’s the ongoing association your consumers identify with.
Allow your Brand Identity to Grow
As your brand grows and becomes more established, don’t be afraid to let the aesthetic and personality evolve along with it. Don’t become too attached. Consistency is essential in the beginning stages of creating a brand identity but over longer periods of time it is okay for things change. While you probably shouldn’t go rebranding on a weekly basis, it is important to notice how people are responding positively and negatively to certain aspects of your brand identity. If certain aspects of your branding become inefficient and confusing to customers, it may be time to reconsider your branding approach. On the other hand, if something is working very well, don’t change it just for the sake of it. You will find that the balance between allowing room for growth and staying true to your branding is key in maintaining a strong brand identity.
If you’re a team of 1 or a team of many, it’s important to know and establish your brand visually and in terms of goals and values. Tip: With multiple hands creating multiple aspects of your business, it’s easy to get lost visually. A great way to stay on track visually is to create a folder with your original logos and a cheat sheet of your brand fonts and colors. This will help you to visually stay cohesive.
Written By: Jaedyn Moore & Anna Rice
Investopedia, Brand Identity – https://www.investopedia.com/terms/b/brand-identity.asp
Investopedia, Brand Personality – https://www.investopedia.com/terms/b/brand-personality.asp
The Balance: Small Businesses, Brandy Identity and Marketing – https://www.thebalancesmb.com/brand-identity-and-marketing-2295442
Masterful Marketing, Ignite Your Web Presence- https://masterful-marketing.com/benefits-of-a-strong-brand-identity/
Forbes, Why A Brand Matters- https://www.forbes.com/sites/loisgeller/2012/05/23/a-brand-is-a-specialized/#4fa734cb3938