Brand Identity: Developing a Recognizable Business
It is the first thing others see when they encounter your business. Therefore, it is of key importance that you develop a strong one.
That’s why we’ve written this handy guide to help you do that. We’ll walk you through the process of creating a smoking hot brand identity as well as explore what that means exactly. Towards the end, we’ll also give you some options for delegating that work.
Without further ado, let’s start!
Brand identity vs. brand image
These two terms, while seemingly similar, are different. As previously mentioned, brand identity refers to the colours of a brand, its logo, its social media voice. Brand image is the result of all of these things, the public view of a business if you will.
The importance of brand identity
Think of any highly successful company. Let’s take Apple for instance. Immediately, the black, slightly bitten into apple logo appears in our minds. Apple products are cool, hip, modern, highly innovative, not to mention a premium status symbol.
Is this true of all Apple products? Probably not, but we think it is. This is because of the way they’ve set up their brand identity and subsequently developed their brand image.
In the next section, we’re going to look at some concrete advice when it comes to creating your own brand identity.
Building your brand identity
Below you’ll find several steps to building a solid brand identity. Keep in mind that these steps don’t necessarily have to be in this specific order. What’s more, you may have already done some of them simply by developing your company. See what you need and discard the rest.
1. Perform a SWOT analysis
This is something we mentioned regarding value propositions too. Examining your companies strengths, weaknesses, opportunities, and threats will give you a better idea of what you should be focusing on when crafting your brand identity. This is a crucial first step as it can help you in determining your goals later on.
2. Perform a market analysis
Apart from studying your own business, you should also be mindful of the market in general. What is needed? Is there an opportunity missing? Use this step to cover up any holes you might have left during the SWOT analysis.
3. Determine your goals
What do you want to achieve with your business? Your brand identity will depend heavily on this. For example, if you’re a watch company, do you want to craft yourself as more of a luxury brand or as something accessible that the average Joe would enjoy?
4. Identify your customers
This is tightly connected with the buyer persona. You need to know who you’ll be selling your product or service to. Think about the example above. Ol’ Joe here won’t really know that your watches are nice and affordable if your ads are on luxury websites showing gilded watches.
5. Determine the message and personality you want to project
Just like with a customer avatar or value proposition, you want to be as specific as possible. Rather than trying to cram every possible positive emotion and personality quirk into your brand identity, strategically select those which correspond to the message you want to send.
Aspects of brand identity
Once you’ve gone through the steps above, you’re ready to start crafting the different elements of how you want to present your brand to the world. In this section, we’ll give you a quick rundown of all of the things worth considering when it comes to brand identity.
- Typography. Serif or sans-serif? Classic or out there? The fonts around your brand can go a long way to influence how people perceive it.
- Colour palette. Red is bold and exciting (great for car companies), while blue is a calming colour (better for therapists?). Think of what your business is and try to communicate that with colours.
- Forms and shapes. Is your business jagged and/or edgy or more on the rounded side? Think of the psychological implications of shapes when designing visuals for your business.
- Logo. This is one of the most recognizable parts of a brand. Make sure that your logo is representative and attractive.
- Website. You want to make your website easy to use, yes, but you also need to think about its appearance and design.
- Voice. What is the tone you use for your social media channels? What about emails or blog posts? Crafting a solid, relatable, and personalized voice will go a long way to inject personality into your brand identity.
- Packaging. If this applies to your business, make sure that the packaging is good quality as well as reflective of your brand.
- Card design. Don’t cheap out on business cards. After all, you want to give the person you gave it to a reason to hit you up, right? Keep them consistent with your brand identity.
Getting the right help
When coming up with your brand identity, it can be useful to have some help. As you’ve seen, a lot of it involves know-how about growth as well as a certain sense for aesthetics. If you’ve got plenty of both of these, we applaud you and move out of your way.
If, however, you feel that you could use some help, at the very least so as not to stress yourself out into oblivion, then perhaps VAs are perfect for you. At Remote Bob, we have a selection of talented assistants proficient both in marketing and graphic design. Hop on a call with us and let’s see if we can help you in any way!