By Kylie Lupher, Director of Creative Services
Brand identity is the backbone of your business. Everything you produce, sell, market or say must always follow the same brand identity. A successful identity is easily recognizable among your market and makes your brand uniquely yours.
But, what is brand identity and how do you create a successful one?
Brand identity is the visual representation of the values and personality of your business. It is a collection of tangible elements a company creates to speak to their consumers. It sets the tone and communicates your message to promote your goals.
But, brand identity can be composed of many different elements and is more than just a logo. These assets might include business cards, print materials, signage, website, collateral, packaging and advertisements.
To create a brand identity, you must first know who you are.
- Why did you start your company?
- What story do you want to tell?
- What do you do better than your competitors? What makes you different?
- What are your beliefs and values?
Once you have these questions answered, it’s time to build your identity and bring your brand to life.
Developing a cohesive identity is one of the most important parts of any effective brand strategy and trusting a design expert will help make this process easier. A professional will help you develop the look of your brand by choosing the typography, color palettes, shapes and form, and organize these elements in a branding guide that will outline both acceptable and unacceptable uses to solidify your brand.
Word of Warning: Without an established identity, your marketing will never be successful.
People are quick to distrust brands when promises are not delivered, client expectations are misrepresented or the brand identity is constantly changing. This identity crisis is a common problem among young brands with poor management. If a customer has a bad interaction with your brand, they might write negative reviews which can damage your reputation. So, it is crucial to establish a cohesive brand identity from the beginning to properly market your business and successfully navigate any bumps along the way.
Your brand identity sets you apart from similar businesses and establishes confidence among your customers. If it is done successfully, your audience will know who you are and what they can expect from you before interacting with you.
And don’t forget, consistency is key. Don’t represent your brand differently on social media than on your website. This creates confusion and will make your brand feel less professional and trustworthy. So, make sure you always stick to your brand guidelines which will enable you to build brand recognition and brand loyalty.
Here at Miller Public Relations, we are experts in storytelling, design and brand positioning, and have built many brands from the ground up. If you need direction, help with developing the design elements of your logo or assistance in creating marketing materials, we can help.