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- WHAT IS A BRAND IDENTITY?
- KEYS TO A GOOD BRAND IDENTITY
- STEPS TO BUILD A STRONG BRAND IDENTITY
A brand identity is more than just a colourful logo or style guide. It should represent brand reputation, connection, emotion, and style. Here are the tips to build a strong brand identity for your business whether a startup or an already existing one.
WHAT IS A BRAND IDENTITY?
Brand identity influences customers to experience relevance, reputation, and credibility.
Brand identity is a sum total of how your brand looks, feels, sounds and is perceived – the element that enhances engagement.
It is visual and emotional and communicates credibility and dedication. Some brand identities are tied to practical elements like visuals, design, and packaging.
KEYS TO A GOOD BRAND IDENTITY
A good brand identity should have the following characteristics:
- Memorable: A brand should have a memorable visual impact. Consider brands like Apple, their logo is very memorable, they use it not their names.
- Flexible: It should be flexible enough to grow with the brand.
- Distinct: It should catch the audience’s attention and be stand out among competitors.
STEPS TO BUILD A STRONG BRAND IDENTITY
Inc.com agrees with these steps, they are written below;
STEP 1: Identify your brands target audience and market
The building block of every brand is to identify the target audience it will be focusing on.
It’s important to find the right balance when defining your target market so that your audience will recognize that you are talking specifically to them. This often requires companies to narrow down their target market, so that the message is strong, compelling and clear.
Regardless of your brand mission, identifying and gaining the devotion of your target audience is the necessary means in reaching your brand objectives. Knowing your target market will supply the information you need to achieve your brand marketing goals. You can do this by conducting a market analysis.
Depending on how much detail you put in the market analysis, you have the capabilities of gathering enough data to learn what you need to know to reach your target effectively. Knowing your target audience will help you to solidify your message and increase your confidence in the steps to take to connect with that audience.
The power of your brand relies on your ability to focus and craft a marketing message that will convert prospects into customers. That is why defining your target market will help to strengthen your brand’s overall effectiveness.
Some questions as these could suffice in determining your target audience.
– Who is your target audience? Where is your target audience located?
– What do they think about your current brand?
– What would you like them to think about your brand?
– How will you attract them to your products or services?
– Who else is competing for their loyalty and devotion?
– Are the competition products mutually exclusive?
Step 2: Conduct Market Analysis
Market analysis is represented by the acronym SWOT. This helps to identify the strengths, weaknesses, opportunities, and threats. Swot analysis helps to determine why you need a brand identity. By conducting a SWOT analysis, you’ll have a better chance of developing initiatives that improve your organization’s reputation and eventually return on investment.
Step 3: Establish a brand vision and mission statement
By now you have a ton of information to help inform your ideas.
The text information is translated into visual concepts. This information is often arrayed in emotional language about the brand’s personality, goals, and values. The goal is to bring those words to life.
Without explaining your brand, the customers will find it difficult to denude if the services rendered can meet their needs and why they should choose you. Effectively explaining your brand means taking time to write a mission statement, vision statement and core values.
A mission statement tells people what you strive for as an organization; a vision statement tells them where you’re going, and core values speak to what you stand for.
Step 4: Brand Awareness
Strategies must be implemented to help grow brand awareness and strengthen the brand.
It could use platforms like Websites, Blogs, Email Campaigns, Capabilities brochures, Print, and digital ads and social media presence using all of the appropriate channels to communicate directly with the desired target audience.
It should develop a content marketing strategy that tells the story the company wants to communicate to its target audience.
The company’s website and online reputation should match the brand’s goals, be mobile and search friendly, have quick upload and contact points.
Step 5: Evaluate and refine brand identity
To remain competitive, companies must routinely evaluate and refine their brand to ensure it’s delivering on the core values. Digital advertising offers such flexibility.
“One of the benefits of digital advertising is the ability to track, target, and test new strategies and tactics,” shares Raquel Baldelomar. “Your brand identity should not just be a mission statement on the wall and logo.
Your brand is a reflection of your thinking, your character, and your values.” Take coca-cola as an instance.
Ensure at every point that the brand is representing exactly what it stands for.
Conclusively, following these five steps aforementioned will enhance a strong brand identity even for a startup company.
Do you have any questions? Leave it in the comment box. We will love your feedback.