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How to Create a Brand Identity for a Successful Business

A brand identity helps to define your business and sets you apart from competitors. We share advice on how to create a successful brand identity.

A consistent and cohesive brand identity is mandatory for businesses big or small. It’s what makes your business unique and it is one of the simplest ways to stand out from your competitors. If you are at the beginning stages of crafting your own brand identity or you are re-branding your business, you may feel daunted by the process and all the work that goes into it. Luckily, we’ve created a step-by-step guide to simplify it. Read on to discover all of the benefits of building a brand identity and where to start when creating your own.

What is brand identity?

Before we can look at how to build a memorable brand identity, we have to fully understand the essence of what a brand identity is. Brand identity isn’t just about aesthetics. Yes, it involves logo design, colour themes and typography but it’s also about your brand personality, your core principles and, of course, tone of voice. In short, it shows a consumer or client who you are and what you’re about. Your brand identity is how you present yourself and your brand message to your target audience and the many elements you use to get this message across.

How to create a well-developed brand identity

Once you know all of the elements that make up a brand identity, you can then start to take actions to ensure it aligns with your brand values, vision and mission. If you have a strong understanding of your company and what you are trying to achieve, creating a brand identity is simple. Start with a brand audit to re-familiarise yourself with your core principles and create a brand identity checklist to ensure nothing slips through the net. Once you have done this you can then work towards articulating this information to your audience via content, imagery and graphics.

1. Research your industry competitors

It goes without saying that you want a unique brand identity, after all, how will consumers notice your business if you are blending in with the crowd? In order to do this, an audit of your competitors will give you an advantage when it comes to being distinct within your industry. Once you know who you are sharing your target market with, you can learn how to gain a competitive advantage. Explore the different brand identities created by your competitors and use this information as a springboard to create a better one.

2. Research your target audience

Another vital step in the brand identity process is researching your target market. Defining your target audience is an integral part because how are you going to

create a brand strategy if you don’t know who you are creating it to appeal to? In order to find your target market, you must decide who will be buying your products, who requires the services you offer and what demographic you are addressing. For example, is your audience B2B or B2C?

3. Design your personality

Brand personality is a vital part of building a brand identity. Often a set of human characteristics can be associated with a brand and this is what we call a brand personality. For your company to be successful, your consumers and clients should relate to your brand personality, and it should resonate with them. Of course, there will be multiple elements to your brand personality, all of which make your company unique. Will your brand be optimistic, playful, bold, controversial or wholesome? Being consistent with your brand personality creates trust; your customers and clients know what to expect and are therefore instantly at ease which forms a connection. This creates the notion that you are predictable, reliable and trustworthy.

4. Design the look and feel of your brand

When you think of a successful brand, your mind is likely to conjure up images of the logo and colour themes associated with that brand. What you are honing in on is their brand identity. When designing the look and feel of your brand, start by identifying colours and fonts that you feel convey who your brand is and what you’re about. When designing your logo, think about how you can make it memorable and timeless while being relevant to your products and services. As well as visual elements, this part of the process involves creating a brand voice or persona. This is an excellent opportunity to show consumers what is unique about your company and why they should choose you over others.

Start by having an ideation session with friends and family or hire a professional designer to help you! It’s worth investing in an expert at the beginning of this process if you feel like you have no idea where to start.

How to apply your brand identity across the business

When it comes to creating a brand identity, consistency is key. Every aspect of your branding should fit seamlessly with each other from logos and icons to fonts and photography. If you fail to do this, you are giving your consumers mixed messages. It should be clear and concise and evident in every area of your business from your website to your business cards. A cohesive brand identity sets the stage for every interaction you have with a consumer both online and in person. Over time your customers will come to expect things of you and being consistent with your branding builds trust between you and your audience.

There are many ways that you can use your branding across your business via marketing materials to help establish your brand identity. Whether you use leaflets, posters, or other promotional print products, getting your identity out there will help not only acquire new customers, but help them remember you and return to you!

Why is brand identity important?

Brand identity is paramount to your success as a business because, without it, you can’t communicate your brand story consistently or position your brand competitively. Without a strong brand identity, you may find that you attract the wrong audience or that you struggle to stand out from your competitors. A well-developed brand identity will make your business memorable and provides your consumers with the perception of quality. It determines how you are perceived and this can have a positive effect when securing talent or retaining employees that align with your brand identity. Lastly, brand identity puts you on the map and gets you noticed on a larger scale.

The brand strategy process is complex but with our top tips and expert advice at WTTB, you will be on your way to building a brand identity that gets you noticed for all of the right reasons.


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