Similar to how your personal identity makes you unique, your brand identity design is the secret ingredient that makes your company stand out from every other business. And the design of your brand identity is what moulds your business.
The success of any business depends on having a powerful brand identity design. It affects every facet of a company’s marketing strategy and works to support both corporate objectives and client satisfaction.
But what exactly is brand identity? How is it related to design? And how do you create a powerful brand identity design that will help your company to grow in the long run?
Read this article to learn more about brand identity.
What Exactly Brand Identity Design is?
We”ll start off by providing a definition. What is meant by the phrase “brand identity” ?
A company’s brand identity is an important factor for all of the elements. A great brand identity design helps to communicate the appropriate message to its customers. Even though the terms “brand identity,” “brand image,” and “branding” are sometimes used interchangeably but they are not the same thing.
The marketing strategy of actively creating a distinctive brand is referred to as branding. The brand represents how the public sees the business.
Let’s dive a bit more deeply.
Consider that you are a middle schooler. You want to appear cool and be invited to sit at the best table in the cafeteria as an awkward pre-adolescent. However, you cannot compel others to perceive you in that way. You must put in a lot of effort if you want others to compliment you. This same goes for your brand.
In order to always be aware of the most recent meme you surely watch the up-to- date YouTube channels or Instagram pages. You might begin practising your free throws. Developing a positive impression in front of your science teacher, Mr Archibald. These are the steps you have to take for building the image you want to project; they are your branding.
At last, you must make sure you look the part. You put money aside to purchase the brand-new Adidas shoes that everyone wants. Your hair is freshly cut. You put in an application to join the basketball team.
Brand Identity Design refers to those observable components, such as footwear, hairstyles, and team affiliation.
What makes you instantly recognisable to your customers is your brand identity. The connection between you and your customers, the development of customer loyalty, and the way in which your customers will see your brand are all shaped by the brand identity that your audience will associate with your good or service.
How To Create A Good Brand Identity Design?
The steps listed below will walk you through every step of the process, whether you’re rebranding an existing company or creating a brand identity design from scratch.
Knowing your core values, audience, and competitors is essential to developing a powerful brand identity. In order to maintain consistency, it also entails developing a visual identity and a style guide.
So here is the step-by-step guide to creating a powerful brand identity:
1. Find the purpose behind your brand
Why? Because finding your purpose helps you understand your core values, mission statement, and value proposition.
If you aren’t clear about all of these things, you won’t be able to explain what makes you special or why people should buy from you.
Therefore, grabbing your planner and responding to the following questions is a good place to start:
- Why is your company bout?
- What distinguishes you from others?
- Why should your intended audience be interested in you?
Plan your tagline, brand voice, brand message, and more using these questions and answers.
For instance, Frank And Oak distinguish itself from competitors in their industry by providing prompt customer service.
Similar to this, POP Fit’s emphasis on inclusivity gives them a unique value position.
One more thing: Don’t just tell yourself what makes your business unique in your head, that’s one crucial point. Note it down on a piece of paper. To establish a consistent brand voice, you must convey this information to your team and make sure to include it in your style manual.
2. Research your audience and competitors
You must don your researcher’s hat and conduct two different types of research in step two:
In the Second step, you have to do two different types of research:
1. Audience research
You must know as much as you can about your target audience if you want to develop a brand identity design that people will remember. In this way, you can develop a brand that appeals to them.
For instance, if you’re selling to business owners, you’ll need to know exactly who your target market is. Is it solopreneurs who manage a variety of tasks throughout the day or seasoned business owners who oversee teams?
You can develop a brand voice that speaks to your audience specifically based on who they are.
The following questions should be checked when targeting your audience:
- What do your ideal customers buy? Who are they?
- What are their objectives, problems, passions, and drives?
- Where are the likely hangout spots for your target audience?
- When and why do they make purchases?
- What is the spending plan?
Talking to your audience is beneficial even if you are not new to the area. Ask your community what they like about you and what they like about your competitors by conducting surveys and polls, listening to their social media conversations, and speaking with them directly.
Put all your research findings in the survey template below so that you can plan your brand identity knowing exactly what you learned.
2. Competitor research
Here, your task is to simply research your competitors. find out what distinguishes them from others and you. Why do consumers prefer to purchase from them?
Research the following information about your rivals:
- Their brand mission, value proposition, and tagline.
- The methods of marketing they use.
- What clients have to say about them.
- Their communicational tone and voice.
- Their use of images and whether or not their visual identity is unified.
Do not make your goal to copy them. The purpose of analysing competitors is to learn how to set your brand differently.
As with audience research, compile your results in a competitive analysis template that is simple to use (such as the one below).
3. Check the design of your brand identity.
Evaluate your current brand identity after researching your brand’s purpose, core values, clients, and competitors.
If you’re just getting started and developing your brand identity design, feel free to skip this step. This step is a bare minimum requirement for those preparing to rebrand.
- Is your brand recognisable both online and off?
- Does your audience connect with your brand?
- Is the visual representation of your company the same across all channels of marketing?
- Are your brand’s voice, actions, and messaging consistent?
4. Create your brand's voice and messaging
It’s time to start creating now that you’ve done your market research and have all of the information.
Start developing your brand voice. Is it both amusing and appropriate? Is it warm and knowledgeable? Or are you being sarcastic like Gucci?
You will communicate with your target market and customers in this voice. You must maintain a consistent brand voice whether you’re writing an email to new clients, a social media caption, or a website copy.
Your audience will remember you because of this voice consistency.
Innocent Drink is a prime example of a distinctive brand voice. All of their marketing materials, including their website copy, social media channels, YouTube videos, and product copy, have a casual and approachable tone that is consistent throughout.
Your brand message needs to be considered as well. It shows a lot bout your values to clients.
Say you only buy environmentally friendly products. This should therefore be emphasised in every message you send. You don’t want to confuse your audience by promoting a brand that disregards environmental issues, for example.
Oh, and before we continue, keep in mind to be conversational, regardless of your brand voice. Talking with your customers will help them feel appreciated.
So, say it with me: “My brand is not a faceless, corporate company. By humans and for humans. And there it is—a brand identity that connects with and engages your target market.
5. Keep your brand identity consistent
Most of the work has already been done by you.
Your main responsibility is now to market your brand identity consistently. How? Publish your logo. Create all marketing materials utilising the fonts, colours, and design elements of your company. In fact, the infographics you create ought to be consistent with your brand.
At the same time, be sure to adhere to your core values and brand message and communicate with your audience in line with your distinctive brand voice.
Making a brand style guide to share with your team is a good way to keep branding consistent. Additionally, you can design templates that inform your team of your ideal clientele, your voice, your principles, and your value proposition.
6. Keep Monitor your brand identity
Recall how I mentioned that a brand identity design is carefully developed. This step now discusses that. You must do more than just develop a brand identity and evaluate your work.
Instead, creating a compelling brand identity that attracts customers is a continuous process that calls for paying attention to what your audience thinks of your identity.
You can discover how well your brand personality appeals to your target market and what you can change to strengthen your brand identity in this way.
Customer feedback, social media conversations, brand mentions, and remarks about what people are saying behind your back are some performance metrics to monitor. Consider working on it if you discover something that lots of people are always discussing.
For instance, Zappos is renowned for providing excellent customer service. The best course of action to further solidify that brand identity is to keep enhancing the customer experience.
Hope this article and all of the informative points of it will help you in any way to create a powerful brand identity design for your business. We, Arrow Bit Info Soft are also a great option for you to create a brand logo.