If you are looking for tips on how to build a super incredible brand identity, then you have come to the right place! But before we get started, do you know what a brand identity is? If not, congratulation as you are in the right place! We are going to break it down for you and simplify it.
Time to start that branding engine!
What is a brand identity?
Your brand identity includes all the marketing, promotional and communication materials you use to give it an image in order to sell it to your customers. This includes but is not limited to your chosen brand font, brand colours, logo design, tagline, slogan, and brand voice. It is the message or the promise you have made to your consumer and his perception of it.
Your brand identity can help you achieve top of the mind recall in your niche, product category or industry done the right way. Some recent studies tested a consumer segment and asked people what was the first product that they thought of when they hear the term headphones.
Most respondents stated Bose. It is evident that Bose has successfully created a powerful brand identity for its headphones. It is imperative that your brand identity remain consistent in its imagery, visuals, tones and colour patterns across all marketing platforms.
So, what are the steps to developing a kickass visual brand identity?
Know who your audience is
Identifying and understanding who your target market is critical to developing an effective visual brand identity. If you don’t speak in the same language as your client, then how will you get him or her to buy your product?
Ask yourself how old your ideal customer is or in what age bracket he or she would lie. Where does he live, what would his income be, his marital status, his profession and education level. Here, you’re ultimately defining demographic variables. See if your product or brand would appeal to a specific niche of people such as ethnicity or religion.
If you are having some trouble with this step, do not worry. Just go on your rival’s social media page and see whose present there. Who is an active participant? You will learn a lot about your prospective target market simply by the questions they pose, the content they share or what they tweet.
Define your value proposition
How can your product benefit your customer? What is it about your product that is different from its counterparts in its industry?
Are you a life coach? Then your perfect consumer would be a single, overworked mom who is stressed out and trying to find meaning in her life (apart from living for children). How do you illustrate your brand’s visual identity to let her know that you are available and approachable? Hey, you could design a brilliant website that contains testimonials from satisfied consumers. Do not forget to add a human element to such a section by adding photographs and images of happy clients.
Define your brand’s personality
Now that you have delegated your target audience and realised what your value proposition is, it’s time to face the first challenge: how do you convey your brand’s personality visually to the world? Traditional marketing mediums often took on the help of a brand ambassador to clearly communicate the brand’s persona. With the advent of the internet and technology, digital marketing faced new challenges. How could you add a human element and establish an emotional connection between the brand and the customer?
This is where colour palettes, design and brand font come into play. You need to utilise the right images to portray your brand’s personality, so you are able to attract the right people.
Tell your brand story
When you manage to come up with a brand story, feel free to share it over and over again. This way it will be strongly embedded in the mind of your consumers and help them remember your product story better every time they hear it.
Keep your brand identity simple
Hey, we believe in simplicity. Why over-complicate things? Try to get your logo designer to create a clutter free, minimalistic design that will not only be relevant to your customers but hook them in too. Keep thing simple and free from the clutches of marketing chaos.
Consistency is key
Yes, we did state this earlier- but as it is super important: we cannot stress it enough. How can you be consistent with your brand’s visual identity? Go for using the same size, the same filter, the same colour shades, the same brand font, and much more. This kind of uniformity allows the customer to recognise your brand’s visual identity as soon as he sees it and knows your correct page to follow on social media platforms such as on Google, Instagram and Twitter.
Talk in their language
Use social media platforms to start conversations, build engaging communities and enhance your brand’s reputation within your market segment. Do not go for direct sells. Answer all questions, ask questions and become part of questions. This format of content marketing will work wonders and reel in your desired customer group.
Be clear with your logo
As you build your logo, all your customer segments will link your logo to your brand and echo all their sentiments to it as well. Remember, your selected colours should be in sync with the message and promise your brand represents and not diverge from it.
Pick the right font and colours
Typography is key to your brand’s visual identity success. And they say a lot about the nature of your business. If you’re branding your dental clinic, choose a minimal font that is friendly and minimalistic.
Colours mean different things to different people. However, there are some generalisations. For instance, the colour blue symbolises placidity, loyalty and trust. The colour red is meant to represent a sense of urgency, passion and excitement.