How to develop a unique brand identity?
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| The terms "brand" and logo" are often used interchangeably.
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| But, although a logo can be the symbol of a business, it is not the entirety of a brand. In fact, creating a logo is just one small step toward developing a strong brand identity. Having a strong brand has become crucial for businesses to differentiate themselves from their competitors.
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Brand identity:
Brand identity consists of what your brand expresses, your values, how you communicate your product, and how you want people to feel when interacting with your company. Essentially, your brand identity is the personality and promise of your business to your customers.
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| 1. Market research
Audience- Learning what your audience wants from a business in your industry is vital to creating a brand people will love.
Value Proposition & Competition- What makes your business unique in your industry? What can you offer your consumers that others can't? Knowing the difference between you and your competition is imperative to developing a successful brand.
Mission- You know what your business offers but be sure to have a clear and direct mission statement that describes your vision and goals.
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2. Design a logo and template for it.
Although the logo is not the entirety of the brand identity, it's a vital element in the branding process — it's the most recognizable part of your brand. It's on everything from your website to your business cards to your online ads. With your logo on all of these elements, your branding should look as cohesive which are interesting form, color palette, and templates.
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| 3. Integrate language that can be used to connect, promote, and manifest on social media
Language- Matches the personality of your brand. If your brand identity is high-end, use professional language; if your brand is laid-back, be more conversational.
Connection & Emotion- People love stories that move them (emotionally and to action). A strong brand identity can establish an emotional connection with consumers, which can be a solid foundation for building a lasting relationship with a brand.
Advertise- The most efficient way of introducing your brand to the world.
Social Media- The platform on the internet offers up a ton of digital real estate you can use to establish your brand identity and establish a connection with your consumers.
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| 4. Know what to avoid.
Don't give your customers mixed messages- Know what you want to say and use appropriate language and visuals to say it. Just because it makes sense for you doesn't mean it makes sense for your customers.
Don't copy your competitors- Consider what they do and make your own changes to make your business more prominent in your industry.
Don't lose consistency between online and offline- color, type, theme, and message should all be consistent.
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5. Monitor your brand to maintain its brand identity.
Use Google Analytics, surveys, reviews, social media discussions, and more to monitor your brand and understand how people are talking about and interacting with you. This will allow you to implement changes to your brand as needed - whether to correct mistakes or improve your brand image.
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| In short, creating a memorable brand requires consistent use of type, color, imagery, and language, but it's worth it. When consumers instantly recognize who you are and what you stand for based on your logo, you are more than just a name and a symbol.
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