How To Develop Your Brand Identity
While you can’t put a price tag on brand value, there is no doubt that strong branding is a company’s biggest asset. If you play your cards right, your identity can go a long way toward your overall success.
There’s quite a bit that goes into building an identity, so we’ll be posting a separate, more in-depth guide down the line. Until then, here are the basics to developing your brand identity.
Understand Your Brand
Before you hire a graphic design agency to design your logo or build your website, you need to understand your brand inside and out. Because while visual elements are crucial, they should be influenced by who you are as a company – not the other way around.
So as you reflect, ask yourself these questions:
- What is your mission? (Better yet, why did you start your brand?)
- What beliefs and values guide your brand?
- What makes you unique from (or better than) other brands in your niche? Why are you unique, and why should people care?
- What personality would your brand have if it were a person?
- What is your brand voice?
These five points build the foundation for your brand and can distinguish you from everyone else, so it’s crucial that you have a conclusive answer for each.
Another way to understand your brand is to list three words that best describe your company. Then, list three more that you would want your customers to use about you.
Make Yourself Recognizable
Once you know who your brand is and what it stands for, you can convey these foundational elements to your customers in the form of your:
- Colour palate
Brands that can’t communicate their unique value offering (what their product or service brings to the table) will struggle (if not fail) to grow.
Having the ability to convey your image clearly and efficiently to customers through the foundational elements we mentioned above is becoming even more crucial because of short attention spans and advertisement overload.
Brand identity gives consumers a rapid overview of your business or service offering (AKA, first impression). Generally, the crisper and more defined the message, the more your brand identity will appeal to people.
It’s a tall order, which is why many brands choose to work with brand identity agencies or design firms.
Know Your Base
Your brand identity won’t resonate with everyone. Depending on your market or niche, you may have a small target audience, so you want to make sure you appeal to as many as possible.
If you’re still in the early stages of starting your company, some ways to pinpoint your target audience include conducting:
- Individual interviews
- Focus groups
- Surveys and polls
- Social listening analyses
When you know your base, you’ll have an easier time clarifying your brand’s personality and messaging. This helps you create a consistent perception and creates alignment between your brand, copy, visuals, aesthetic, and more.