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How Do You Build Your Brand Identity?

Sep 01, 2017 | Newspaper
brand identity

A brand is the perceived image and subsequent emotional response to a company along with its products and services. A brand represents the conversation customers have with each other about the company, and how that conversation spreads. What keeps a prospective customer interested long enough to view your offerings is a vibrant brand. Your brand needs to excite people.

A brand identity describes the visual devices used to represent the company. Stationery, marketing collateral, signage, packaging, messaging, and digital projects, among others, are some of the visual devices that leverage the brand elements. We present a list of foundational questions and key dynamics you need to explore and document through when you are looking to design the identity of your brand.

Essential Part to Explore to make a brand Identity

  • How is the brand perceived by competitors in the market for products and services that you are looking to provide?

  • What is the positioning statement for your brand?

  • Who and where is your audience?

  • What are the values, beliefs and mission of the brand?

  • How is the personality of the brand?

  • What is the vision of the brand?

  • What benefits do you want customers to associate with your brand?

You need your brand identity in the front and centre. Your identity needs to be grounded in your roots but looking toward your future.

It should be –

  • Distinct

  • Memorable

  • Scalable

  • Flexible

  • Cohesive

  • Easy to apply

Building your brand identity means making a brand visible, relevant and unique. Here are a few pointers regarding the design part of it

  • A logo is a vital element in the branding process and the most recognisable part of your brand. From your website to your business cards to your online ads, it’s on everything. Your logo on all these elements makes your branding look cohesive.

  • Enhance your identity by creating a colour palette. It provides you with variety and you can create unique designs for your business as well as remain faithful to the identity of your brand.

  • Use typography consistently in your logo, on your website and on the print and digital documents your business creates.

  • Create templates to give your business a more unified, credible and professional look and feel.

Social media is important when it comes to conversing with your customers directly and creating affinity for your brand. Avoid giving mixed messages to your customers. Make sure you do not copy your competitors and that you have consistency between online and offline. After you launch a new brand identity, please remember it is a living and breathing thing that interacts with your customers. It is important to monitor and care for it.

The identity of a brand is built over time

You need to implement several strategies to help grow brand awareness and strengthen the brand. Though a brand needs to establish an intrinsic value to the consumer, it should not be averse to change. Over time, if the market evolves, your target audience shifts, or the brand’s products and services change, it may be time for a rebrand. The main challenge with rebranding though is trying to maintain familiarity and consistency so that your customers will remember you.

To remain in the competition, remember to routinely analyse and refine your brand to ensure that it is delivering on the promises your company stands for. Bring your own unique perspective to the table and make sure that your brand is an accurate reflection of your business. To Make your business a Brand, you can submit your details to Bookadsnow- The Leading Magazine Advertisement Agency in India.

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