Creating a Brand Identity

What is a brand identity, and why does your store brand needs it? 

Your brand identity is much more than your store name, brand colors, or unique logo. Although these are part of the whole brand image, they are not the only components. 

The overall presence, contact, and outward presentation of your company is a brand identity, simply put. This is how the company looks and communicates and how it interacts with the public. 

In other words, for a retailer, a brand identity is what a personality is to an individual.

The logo, typography, colors, slogan, iconography, and packaging may be included. However, depending on the company, it may also apply to elements such as taste or sound.

Four key points of a winning brand identity

What makes a strong brand identity? 

What are the factors you need to nail down when creating a brand identity? Well, in general, a strong brand identity should have the following elements: 

  • It ought to be distinctive. You want to make sure that you instantly catch the attention of the audience and stand apart from your competitors. 
  • It should be memorable and have a strong visual impact so that people can instantly recognize your brand’s product or other branding features when they see it. 
  • It is expected to be consistent across all touchpoints and stores. 
  • It ought to be scalable. Your identity as a brand should be consistent enough to be memorable and credible. But it should also be adaptable sufficient to grow and develop in tandem with business.

How to create the identity of a brand 

Now that you understand what is going on to create a strong brand identity let us find out how to build one from the beginning. 

Here are the five steps on how to create a brand identity: 

Step 1: Determine the intent of your brand 

Why is your brand in existence? 

What kind of problems does it solve? 

What makes you different from the competition? 

The process of creating a brand identity starts by defining the main purpose of your brand. This will eventually guide other aspects of your branding strategy and help you develop your slogan, tagline, brand voice, and more. 

You can also use your brand ‘s purpose to outline the essential qualities and benefits that your brand offers to distinguish you from the rest. 

What makes you unique, and why should you be chosen by customers over the competition? 

Step 2: Research on competition 

One of the goals of branding is to distinguish your business from the competition. And to make you stand out, you need to understand what you need to differentiate yourself from. This means understanding how competitive the landscape looks and what branding strategies your competition are adopting. If not, you could easily blend in and look like anyone else who sells the same products or services as you do. 

Get an idea of how your competitors are presenting themselves. 

What kind of brand personalities are they adopting? 

What visual elements appear to be prominent in the landscape? 

For example, you might notice your direct competitors using a combination of greens and whites in their brand colors. This could be an excellent opportunity to differentiate yourself by using a completely different color scheme. 

Stage 3: Find out your target 

Equally important should be your preferences and expectations in the target audience while your brand identity is usually shaped by what you want to present to the public. Get a better idea of what would appeal to your audience and try to find out what. Which visual elements will resonate with them, and which brand voice? 

Step 4: Develop the voice and personality of your brand 

It is time to develop the unique personality and voice you want to associate with your brand based on your insight to date. It is time to learn. 

This depends mostly on the products you sell and the type of people that you target.  

Based on the above factors, your brand voice can be fun, polite, talkative, or competent, technical, and responsible. Likewise, it can be accurate, random, intimate, serious, and more. You are free for your target audience to choose from an almost endless set of adjectives.

Step 5: Develop your identity visually 

One of the most critical points of creating a brand identity is to develop your brand’s visual identity since visuals represent a great deal of your overall image. Start by taking all your experiences and transformation into visual ideas on your brand identity. Choose your brand’s most critical 

adjectives to try and visualize them.

Besides, colors help transmit a strong message concerning your brand identity. For example, bright and playful colors. Black and white can symbolize energy and youth while elegance, ease, and sophistication. 

Also, various colors can change moods and enhance your brand’s visual representation. Green may bring prosperity, stability, growth, or even an intimate link to nature. Dark blue could represent maturity, confidence, and security. On the other hand, yellow could evoke young people, optimism, and joy. To get a better idea of which color combinations are appropriate to the visual identity for the brand, it would help to learn more about color symbolism. 

In addition to graphics and typography, your brand personality will also play an important part. Serif fonts, for example, are classic and therefore convey a sense of respect and trust. New font types, design, and exclusivity also express intellect. More excellent knowledge of font psychology will help you understand what styles of the brand will be synonymous with.

Integration of your business name 

Although the above steps will guide you on creating a brand identity, this is not the end. It is also essential to embed your brand identity in various areas of your business. The masses must be familiar and unforgettable. So make sure that your site, physical storage facilities, 

social media, content marketing, packaging, etc. shows it seamlessly. 

Last updated byJean-Pierre Bobbaers on June 21, 2020