In a world where identical products of the same design and capabilities flood the market, many entrepreneurs wonder what makes a customer choose one product over the other. A big part of the decision-making process for which product will make its way home with us versus which will continue to decorate the shelves of the inventory room is brand identity.
Placed in the same category as branding, brand, and logo in the marketer’s glossary, brand identity is considered the face and driving force of the brand. But how is brand identity created, and how to develop one for your business?
What Is Brand Identity?
Brand identity, frequently used interchangeably with the term logo, is far from a simple visual; it is the feelings and impressions your customers get before, during, and after they’ve purchased the product, and how you evoke them utilizing visual components to represent larger ideas that align with your brand.
Brand identity includes all components used to communicate a message to the customer, including logos, typography, colors, and packaging design. Solid brand identity will attract and appeal to new customers while reinforcing loyalty and support from existing and established clientele. The branding must remain consistent in its message and quality over time for this to happen. Most importantly, it should send the same message regardless of where it is displayed or through which media it’s communicated.
To develop a consistent brand identity, businesses should invest in brand management. Through their products and designs, a digital marketing agency will ensure that the message of a brand is consistently communicated through all visual means, from website design to product packaging, while still incorporating the flexibility, innovation, and edge required to succeed in today’s competitive market.
How To Develop a Brand Identity?
Before you begin to create the visual components of your brand, such as the logo, website, packaging, and other means of communicating your message, you must first be clear on what it is exactly that you want to share.
A brand is made up of a few elements, including your mission, values, personality, voice, and unique positioning. Your mission is why you started the company. Your values drive your business, your personality are the human characteristics your brand embodies, your unique positioning is how you differentiate yourself from competitors, and your brand voice is how you communicate.
To create a consistent brand identity, the message needs to be clear and concise. So, the first step is to gain clarity on what your brand would look, talk, and act like if it were a person and what makes it unique. Think of brand identity as a personality.
The design will be the foundation for your brand identity.
The font, color palette, and shapes you use will be the building blocks of your brand identity design. Depending on the niche of your business, one aspect of the brand identity may be more important than others. For example, a restaurant will put a lot more emphasis on its menu design, while an e-commerce store will place more value on its website and social media.
Once you’ve figured out what message you want to convey with your brand, it’s time to work with a design team to bring your brand identity to life! The design team will translate your message into unique visual designs you can then use in your marketing.
For a team dedicated to consistency in brand design, contact Creative Parlor and let our team of experts create an unforgettable brand identity for your business!