What Is Brand Identity and How To Discover It?
What is brand identity? Essentially, brand identity is how your brand presents itself to the public and how it distinguishes your brand from others in the eyes of your customers. It consists of visual elements like your color scheme and logo, as well as things like your tone of voice and values. Having a clear brand identity is important for your brand for a variety of reasons. It makes your brand memorable and differentiates you from your competitors, to name a few. It also shows that you are trustworthy and reliable.
If you’re not sure where to start developing a unique identity for your brand, you’ve come to the right place. Here are some key questions you need to consider to solve your problem:
Brand Values
What is most important to you as a brand? Integrity, simplicity, accessibility? Whatever your values are, it’s important that they are reflected in your brand identity. When potential customers see your logo, website, social media accounts and ads, they should immediately know what values you represent. Identifying your values and finding a way to express them consistently across your brand is a great starting point for developing a unique brand identity.
Make Your Brand Unique
Think about your unique selling point. What does your brand have that your competitors don’t? Understanding this is the first step to creating a clear and compelling brand identity. Every marketing element of your brand should show your difference so that potential customers choose to shop with you instead of others. A unique selling point can be as big or as small as you like. Everything is valuable and can attract customers.
Target Audience
Who wants to connect with your brand? Are they male or female? Young or old? All of this needs to be taken into consideration when creating your brand identity, as they will determine your tone of voice, color palette, and even the emojis you use in your ad copy and on social media. Different people want different things, so it’s important to know your target audience and what kind of branding will attract them as loyal customers. Knowing what your target audience wants from a company will help you create a brand they will love.
How To Maintain Continuity
Once you have an idea for your brand identity, you need to make sure it’s implemented consistently in all your activities. It means always using the same logo and color scheme on your website and ads, but most importantly, maintaining the same tone across all platforms. This can be as simple as using specific words or phrases that represent your brand in your ads and social media, or choosing the same emojis across all your content. Maintaining continuity will strengthen your brand and keep your customers engaged.
Now that you’ve answered all these questions, you should have a clearer idea of your brand identity and all it can be. Don’t be afraid to try different things to see what works best for you and your brand.