Red Bull, when we think of this name what is the first thing that comes to our minds? It’s adventure, adrenaline, fun and maybe then we would think of its energy drink. That is what it means to build a lasting brand identity, lasting and effective, for a brand to get associated with a feeling then their product.
The truth, building a brand identity takes time and strategy, it can’t be done willy-nilly. That is why we have put together a step-by-step guide on how to build a brand identity from scratch.
What is a Brand Identity?
Similar to how we identify people with their looks and personality, the audience recognizes brands through their visual elements, products/service, values they stand for. Basically how a customer perceives your brand and how you communicate with them.
You can create your brand identity based on what your brand values and market segmentation. Developing a strong identity for a brand allows you to stand out from the competition and stay connected to your audience.
Your brand identity design becomes the core pillar for your marketing strategies to create a positive brand image.
A Step-by-Step Guide on How to Build a Brand Identity
If a brand wants to succeed then it absolutely needs an effectively appealing brand identity. A strategically structured brand identity can help you stand out from your competitors as well as retain customers. Let’s see how to build it:
Step 1: Understand your niche & brand’s purpose
You might think you know your brand or know which niche your products caters to but first ask yourself these questions:
- What problem does your brand solve?
- Why have you started your company?
- Why should a customer trust your brand?
- What does your ideal buyer’s persona look like?
Answering these questions helps you clarify how you want to represent your brand and build a base for your brand identity.
Step 2: Understand your target audience
Once you have an idea what your brand stands for, it’s time to understand what your audience wants. It focuses your attention on creating an identity that aligns with your customers.
By creating an ideal buyer’s persona based on target audience research will help you understand what value makes them loyal to your brand. This is important because 30% of customers are loyal to brands whose ethical values align with theirs (source). Furthermore, it helps you shape your brand tone and voice to be more relevant and create a strong bond with them.
Competitor research is a must too, to see what works for them and how you can stand out.
Step 3: Define your brand personality
Like people, your brand also needs a personality. Identifying your brand personality, the values it stands for will help you choose brand identity elements like font, color palette, logo etc. Your brand personality could be reliable, quirky, sassy, professional, or funny.
Visual brand identity elements improve your brand recognition. It includes all the graphical elements associated with your brand like business cards, advertisements, social media posts, and more.
For example, if you are a fintech company, you’ll want a professional and trustworthy personality; however, if your brand is from the fashion or kids niche, your personality will be playful and funny.
A visual brand identity design includes:
- Choosing a brand colour palette that evokes desired emotions
- Developing a brand logo that represents you and your values
- Choosing typography that represents your brand personality
- Designing icons and imagery that represent your brand
Step 5: Create your verbal brand identity elements
Verbal brand identity elements refer to the words and tone you use to represent your brand, and how you communicate with your target audience.
The verbal brand identity design includes:
- Brand voice such as professional, witty, or inspirational. You can use more than one tone.
- Brand tagline and slogans that match your brand values and attract your target audience.
Step 6: Test your brand identity with a small group of the target audience
Now you have the foundational identity, it’s time to test it on a small target audience and check if they have the desired impact or not.
Check it against your target audience, employees, and executives. Ask them how they perceive your brand based on the brand identity elements. This will help you get insights to improve the design if it doesn’t have the desired impact.
This is a critical part of your brand identity development process, as this will determine whether your brand identity is memorable and effective or not.
Step 7: Implement the brand identity
If your test run was successful, now is the time to launch it to the world through your:
- Website
- Social media
- Business card
- Advertisement campaigns
- Product packaging
Creating a branding guideline with all the details of your brand elements will help you stay consistent and have the desired impact on your target audience. This branding consistency can increase brand growth and revenue by 10-20% (source).
Four Pillars Media Agency is here to support you with our professional experience gained over the years. Explore our portfolio or contact us for a consultation!
Conclusion
The path to being remembered as a brand starts with a visually appealing and strategically effective brand identity. The process is lengthy but with consistency and a proper blueprint you can build a brand identity that will lead you to long term success. So, understand your brand values, target audience, competitors, and personality. This will help you create visual and verbal brand elements. Once you have created the brand identity design, test it with a small group to check if they have the desired impact. Four Pillars Media Agency can make an impactful brand identity to build your brand image. Schedule a consultation call to know how we can help you.
FAQs
1. What are the benefits of a strong brand identity?
A strong brand identity can help you:
- Stand out from the competition
- Communicate better with your target audience
- Build a consistent brand image
- Build a loyal customer base
- Stay consistent with your marketing strategy
2. What is the process of building brand identity?
The brand identity process includes:
- Understanding your brand’s purpose and niche
- Understanding your target audience and competition
- Defining your brand personality
- Developing visual and verbal brand elements
- Testing the impact of brand elements
3. What are the brand identity elements?
Your brand identity elements are what your customers see and interact with. It includes your brand logo, colour palette, typography, tagline, tone, and messaging. These elements are critical for creating your marketing campaigns and building brand reputation.
4. How often can I change brand identity?
Changing your brand identity is costly. Therefore, pay close attention to details in the development process. While you can change it anytime, staying consistent for 3-5 years is ideal. However, if you are changing your values and operations, you can update them anytime. Contact Four Pillars Media Agency for a consultation.