In the modern era of today, to effectively reach out to potential clients, every business needs to have a strong brand, something their niche can identify with. Building a great brand identity is a long process and requires a lot of work and creativity to pull off. You need to be careful about the phrase you chose for your motto, the logo design, and the colour you use. To come up with a powerful brand, you need a dedicated team with impressive communication and design skills coupled with a deep understanding of what your brand stands for.
A brand is an expression of your brand. It includes your trademark, communication, name, and visual appearance. This is the best way to communicate to your audience and differentiate yourself from your competition. Here are a few things you need to consider when developing your identity.
Organize a brand strategy
A strategy consists of a detailed outline of what you are looking to achieve and how you plan to achieve it. These include values, mission, purpose, tagline, brand voice and personality, messaging pillars, logo colour, and typography. Before working on an identity, you need to focus on the best strategy that can help you achieve what you want. Having a strategy is like having a foundation on which to build your brand.
Review your current identity
When setting up your brand, the most important thing is to review your current status for you to get to the core of your brand. Whether building your brand from scratch or building on the current one, you need to assess your current standings and how the new identity can be designed to match your current mission going forward. To get it right, you can start with a brand audit questionnaire. This way, you can get an insight into the values, position, and personality of your logo.
Know your audience
Some of the experts at Digital8, a search engine marketing agency in Brisbane, mentioned that your brand is what speaks to the entire world about who you are. Keep in mind that an identity isn’t exclusively informed by what your brand stands for. It is contributed to by what customers are interacting, accustomed to, and engaging with. If they can identify with your chosen identity, then the brand won’t be as effective. You need to get a grip on who you are trying to communicate with. Start by creating trial personas representing the various aspects of the business you’re looking to explore. The personalities should identify the psychographic and demographic information of your target audience. This answers who your audience is, where do they live, what their preferences are and what drives them.
Develop your brand’s creativity
After understanding your target audience, you now have to work on developing your creative elements. Your team needs to come up with a brand that can be featured in various marketing channels ranging from social media platforms to websites, packaging, and advertisement. Make sure your brand’s visual vocabulary is well represented in the colours, fonts, logos, and overall design. The voice of your choice should be unique and consistent with the values promoted by your company.
Designing your individual elements
This is the fun part that also involves a lot of work. It is at this point that you have to work with website designers to come up with some of the visual content that will help. These individual elements include;
- Logo – come up with various suggestions and ask for feedback to help you make changes.
- Colour – you need flexible colours, giving your designers enough choices to play around with without giving them too much.
- Typography – all the visual elements should contribute to a cohesive visual language, complementing every element.
Building a brand may also involve creating an online presence. For this, you may have to take time when choosing digital agencies that correlate with your values and missions. You need to work with a team that speaks the language of your brand.
About the Author
Chatwalee Pingkasan is a full-time creative content writer. Digital marketing, lifestyle travel writing, and the practice of self-care are currently her main interests. Follow her on LinkedIn.