How to Create a Brand Identity?Brand Identity | 5 March 2020 Reading Time: 3 minutes
Brand identity refers to how a company presents itself to the world. It is a combination of elements like how you convey your business’s essence to the customers, your logo, your landing pages, signage, and even things like fonts, colors, languages, shapes, etc.
Only after careful research and deliberation can you create your brand identity. Once your brand identity is created, your clients and employees will be projected with a personality and a set of promises that your brand will deliver. Brand identity is how people will actually perceive your brand. To maintain a positive perception of your brand, you will need Online Reputation Management. And to create a great perception within the minds of your customers, this is what you will need to do:
1. Research our Audience:
Engage in deep research to understand your brand will be serving to what type of customers. If you do not have a clear idea of who you are marketing to, then your attempts to survive in the business field might prove unsuccessful. Therefore, please make use of tools to learn more about your customers, their likes, their thoughts, their online behavior, etc. Analyze the demographics to understand your audiences’ likes and dislikes better, and what they think about your brand.
2. Audit Your Brand:
Before going ahead with a new brand identity, you should understand what your existing identity looks like. This audit will help you know what your current identity is missing out on. Sometimes, you might just be missing out on some marketing updates to match the new guidelines. Your audit should include elements like online and offline presence, promotion materials, packaging, etc. Pay close attention to your logo, taglines, tone, voice, colors, fonts, images, and illustrations, etc. Keep track of these audits to help maintain a clear record of the changes required. Keep a log of inconsistencies between your marketing channels too.
3. Analyze Your Competition:
Monitor your competition’s brand positioning. Make sure you are not imitating your competitors’ strategies – analyze their strategy and capitalize on the gaps left by them in the market. This way, you will be able to utilize new opportunities to reach your audience. Analyzing your competitors helps you find a niche where you can build on.
4. Your USP:
Your brand needs to have a Unique Selling Proposition (USP) to make a niche for itself in the market. USP is what your brand does differently compared to your competitors. To develop a USP, you need to understand what motivates your customers and what frustrates them. You will also need answers like why your customers choose your products over your competitors.
5. On-Brand Messaging:
Once you have decided on various aspects of brand identity – photos, graphics, communication – you will need to create an on-brand messaging and its elements which will be used online and offline. Here, you will need to create a brand book that formalizes your identity. This brand book will consist of elements like:
Your brand’s tagline
4) Writing style
5) Photos or graphics
6. A Consistent Identity:
Once your brand identity is cemented into place, you can apply it across all the platforms you are active on. Your messaging, posting and visual identity need to be consistent across different platforms. Consistency is crucial since you do not want your customers to be bewildered when your social profiles do not match. This might cause your customers to believe you are not who you say you are. Consistency helps maintain professionalism across your branding. Online Reputation Management Companies can help maintain these consistencies by maintaining a positive online presence.
Your brand identity is a step towards building a definite advantage over your competitors. Be careful, as creating a brand identity is not a one-stop solution. You will have to monitor your performance and tweak your strategies as and when required.