Brand identity is the image of the brand that is made from visible elements. The brand identity of a company is created from the color, design, and theme of the brand that comes through in the logo and representation of the brand. Brand identity is created with a consistent effort from the marketing and promotions team of the company.
The marketing and promotions team creates a brand image in the mind of the customers and, by extension, the brand identity. The brand identity is reinforced with the use of brand values, brand story, and other marketing elements like logo and tagline that give a distinct identity to the brand. The brands that have strong brand identity are bigger than the companies that float them.
What is a brand identity?
When marketing experts try to define brand identity for the reference of the learners, they come up with the statement that brand identity is the outward expression of a brand. It is the sum total of how your brand looks and feels as well as how it interacts with the probable customers.
Even for the brands that are associated with food products and other food-related items, the brand identity is also how the brand tastes and feels to the customer. The brand that is used to market perfumes also deals with how a brand smells and is remembered from the fragrances.
Why do you need to assert a brand identity?
Why does a business really need a brand identity? There could be a number of reasons why a company tries to create a strong brand identity. The brand identity that is created is what stands for the brand and sells products.
If the company creates a confused brand identity, then the customer will also be very confused about making the final decision to buy the products. Hence, a strong and clear brand identity is an absolute necessity. Here are some more reasons why a brand identity becomes very necessary.
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Differentiation
The differentiation factor is what puts a brand in a different category from others. In a highly competitive environment, a differentiating, unique brand identity is really important. In the middle of the crowd of companies, creating a brand identity can set your business apart and attract the leading customers. Nearly 70 percent of customers look for authentic brand identity.
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Connection
Customers are able to connect with brands that have a clear and robust brand identity. Brands that are consistent with their brand identity are able to establish a connection with their customers and foster a positive customer-brand relationship. This customer-brand relationship and high customer engagement result in higher sales of products.
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Experience
All the customers who wish to connect with a brand today are mostly driven by the experience that the brand can give them. There are already a lot of products in the present market. Therefore, brands need to be experience driven instead of product-driven. Establishing the brand identity is the first step in setting up the customer experience. The customer should feel that he is using a quality product from a superior brand.
Stages of building your brand identity
Now that you know a lot about brands and brand identity, you should also know more about the entire process of establishing a brand identity. The establishment process not only helps you in creating a brand identity but also during the rebranding process.
Know the foundation of your brand
Before creating the different elements of your brand identity, like the logo, the visuals, the vision board, and the values, first, clearly establish the fundamental facts related to the brand. Often, owners and managers lose out on the vision of the brand as the brand gets old.
To start from the basics, you need to brainstorm with your team about what is the problem the brand is trying to solve, what is the personality of the brand, what is the target audience of the brand, and what is the average customer persona. Based on this information, you and your team will then lay the foundation of the brand identity. Based on these bits and pieces, the team can design a visual and defining identity for the brand.
Assess the current state
Before creating a new brand identity, you need to assess the current brand identity. If you still don’t have a brand identity, you will need to create a new brand identity. However, if you already have a brand identity, you need to assess if the current brand image is in line with the brand values and image that was earlier outlined. Sometimes, brands lose out on their values and brand message as they grow.
It is important to assess the brand image from time to time and create a brand identity that can be in line with the brand story and values.
Even if the brand image is in line with the initial core values, you need to find ways in which the brand can be improved and the brand identity can be reinforced. Brainstorming with the core team and outlining the brand values and personality in detail can help you assess the current state. Also, assess how the audience wants to see the brand in the future.
Conduct competitors research
When creating a brand image in the market, make sure that you are looking around your brand and gaining insights from your competitors. See what your competitors are doing to stay successful and closely study their brand elements. Deep competitor research can help you know the ways in which your brand can gain an edge over them. The insights gained from competitor research can help you take an informed approach to the brand identity establishment process.
Create the visual identity and branding brief
After introspection and research on branding, you can collaborate with your team to create the visual identity of the brand. You can focus on a new logo, new themes, color palettes, and images that will help you create the visual identity. According to studies, 55 percent of customers are impressed by a visual first impression. From the visual identity, you can then create a branding brief that outlines future marketing activities.
These are the steps to establish the brand identity in a competitive market. After establishing the brand identity, the marketing strategies can be tweaked accordingly.
