Building a Brand Identity: The Beginning of every Successful Brand
Introduction to brand building
Building brand identity is different from launching a business. However, it is an integral part of launching a business. Building a brand identity is the first step to your success. As the saying goes, 'Well begun is half done.' Before moving into the business, if you concentrate on creating a strong brand identity for your project, it shows that your project will go smooth and on the right track. It will turn all the odds in favour of your blooming business. Branding is the best weapon in the marketing field to find your targeted customer. It decides the movement of the business.
Significance of Brand Identity
Identity provides the quality of uniqueness. Brand identity evinces who you are, what you are capable of, and the rest of the attributes of your brand. Building a brand identity is the initial step. Brand identity will differentiate you from others. Your company's identity can fix your position in the market.
Different factors, such as style, quality, logos, symbols, values, offers, customer service, etc., will help you create a strong brand identity. With all these factors present, brand identity will make your business great. In addition, it will automatically increase the demand for your brand and its products.
The brand ensures credibility and trust to the customers. The customers can choose what he wants. If a brand satisfies a customer's requirements, he will keep coming back to the brand.
If you sell a product without a brand identity, it is too difficult to satisfy the customers' tastes. But it is not that hard if you have a brand identity.
For example, if someone asks you to suggest a better mobile phone in the market, you may recommend an apple iPhone immediately without even using it. There is no need to check the product's credibility because of the brand identity.
How to build a brand identity?
Steps involved in developing a brand identity
Fix your goal
The first step in developing a brand identity is fixing a goal for the brand. You have correct answers to these questions -
Why did you enter into business?
Which type of product do you sell?
What are the brand's objectives?
How to sell?
Which is your targeted customer?
It is easy to move if you know the fundamental goal of your brand. And it will define you and your business. This is very important when building a brand identity.
Know the market
Before moving, one must do some homework to understand the business. Topics such as market trends, style, standards, competition, and competitors must be studied. It allows you to overcome the problems and takes advanced measures for it. Your research shows you the challenges you may face in the future.
Identify the target group.
The next phase of building brand identity is to identify the targeted group of your brand. This identification makes it easy to know their needs and demands. Your branding will not reach its correct place without fixing your targeted customer. It is a core element in deciding the brand identity.
Make it Unique
Uniqueness makes you a place in the crowd. While developing a brand identity, the whole process is a waste if it is not unique. You can decide which voice you can communicate with according to your targeted audience. The voice needs to appeal to your target formal or informal audience. Your voice and style make you unique.
One level up with creativity
If you are creative, it will catch the attention of the market. It would help if you had that when building a brand identity. Your market research helps you follow different and unique strategies and styles. Many brands already exist in the market. If you adopt creativity in your brand making, you will have the recognition you have always wanted in the market.
Create a Logo
A logo has immense importance while creating a brand identity as it is the logo that represents the brand. Here you are going to visualise the brand. It should have the qualities of uniqueness and attention-seeking. It should convey who you are and what your purpose is. Fond, size, legibility, colour, shape, style, and image must be suitable for the target audience. It should be memorable. Paul Rand, the famous American art director and graphic designer, once said, "Design is the silent ambassador of your brand". So the logo has a significant role in brand identity. It differentiates you from others. If your logo is too complicated, it loses its impact.
Here are some logos. We can recognise them quickly without the brand name.
There are different types of logos. They are the following.
Abstract logo
It uses only shapes and colours. Structure, body, and colour make the meaning of the brand. For example, Pepsi uses an abstract logo.
Mascot logo
It includes the character symbol. Cartoonist-style images are present as mascots. It is often colourful and funny.
You can see the KFC's Colonel as a mascot in KFC's logo.
Emblem logo
The emblem logo consists of calligraphic symbols. It gives us a traditional and classic impact. It is usually in a circular style. But now we can see modernised versions of it. Here you can see Harley-Davidson's famous logo.
Letter mark logo
It is usually the acronym of the brand name.
You can see the National Aeronautics and Space Administration acronym in this logo. It includes the initials. The font style of the logo is significant. It should be legible.
Word mark logo
It includes the brand's name. The Coca-Cola logo is an example of this. The font style and colour make it attractive.
Icon logo
It uses a visual image or metaphor for the brand. When you think about the brand, the icon or image comes first to your mind. The image in the logo connects to the brand's purpose. You can see the logo of Twitter.
Combination logo
Sometimes, the brand makers mix all the seven types above in one logo. The combination logo comprises a mascot, abstract symbol, wordmark, or letter mark in one logo. Lacoste's logo is a combination of mascot and wordmark logos.
Create a tagline
A tag line has equal importance to a logo while building a brand identity. If it is creative and attractive, it has far-reaching quality. It should be short and catchy.
- 'Think different- apple
- 'Just do it – Nike
- '"Because you're Worth It' - L'Oreal
- 'The ultimate driving machine-BMW
- 'The happiest place on earth- Disneyland
These are some taglines from some of the world's most famous brands.
Becoming a strong presence on the internet
Here you create a website for the brand. And make a profile on social media to communicate with the world. In addition, it is a public platform to share your story, ideas, and thoughts.
Make Publicity
Now you made your brand. The next level is to present it to the audience. It is time to familiarise your brand with the people. You can promote the brand through advertisements. In this modern era, promoting a brand is an easy task. If you use social media wisely, it will reach the correct audience. It would help if you had patience during this time. You must follow different strategies to make your brand special.
Connect with customers
Customer is the life vain. Your approach to the customers proves who you are. Loyalty, credibility, and trust are essential elements. If your service is good, your customer automatically becomes a promoter of your brand. You cannot establish your brand without the customers' satisfaction.
Adapt changes
Once you build a brand identity, it is important to maintain that identity. When your brand grows, monitoring and your involvement in adapting to the new environments is necessary. In addition, sometimes, you want to change your strategy according to the situation. Your logo, tag line, and style may vary. Open-mindedness and your involvement decide who you are in the future. These will helps you to survive any crisis.
Conclusion
Creating a strong identity has a significant role in business. If you spend more time on brand making, it will give you a good result. It is a systematic process and not an easy task. Once you succeed in the market with your ideal brand identity, you can do business with confidence and great success.
