What Exactly Is Brand Identity?
Brand identity combines all aspects of your brand to establish how your brand is being perceived by the world. Aspects such as your logo, colour palette, font and your brand’s voice/tone. Therefore, all aspects of your brand must be cohesive and consistent.
When establishing a brand, the first thing you must do is identify your values. This is because your values are portrayed throughout all aspects of your business. Having values that resonate with your customers is a crucial aspect of your brand identity. All aspects of your brand identity must be focused around your target audience because the opinions of your audience create the perception of your brand. Therefore, branding that is centered around your audience will create a positive perception and encourage the growth of your brand.
What Your Logo Says About You
Your brand logo must be unique and identifiable and incorporate your colour scheme. This is to ensure consistency throughout your entire brand. Logos should be simple and usually feature the name of your brand so that it can be easily linked back to your company. A good logo is memorable, and this often means it is simple and includes a colour palette that fits the tone of your brand. For example, brands that pride themselves on being trustworthy and dependable often incorporate the colour blue into their logo. This is because each colour is associated with specific emotions and the use of these colours can subconsciously provoke emotional responses in customers. Although your brand logo is very important as it is often the first thing people see, try not to focus entirely on it as your brand identity is not just a logo. Your logo is simply a visual representation of your brand identity.
Font style links closely with logo and colour palettes as they are all visual ways of representing the tone of your brand. To maintain professionalism, you must use consistent font styles and sizes throughout your brand. This also helps your audience to identify your brand as well as your tone. In addition to font style, brand identity is heavily influenced by themes. If a theme is chosen for your brand website it must be used consistently as well as be an appropriate representation of your brand.
What Makes Your Brand Unique?
Every brand must have a unique selling point to be successful. Identify your unique selling point and make sure it is at the forefront of your brand so that you stand out from your competitors. This will catch the attention of your target market and differentiate your brand from other similar businesses. In order to stand out you must research your competitors. Understand their unique selling points, brand voice, logo and colour palette. By understanding your competitors, you are able to make your brand stand out and highlight the distinct differences that make your brand unique.
Now that you have created your brand identity it is vital that your brand is able to evolve so that you can stay relevant in the minds of your customers. For example, if your logo becomes outdated do not be afraid to rebrand to further the success of the brand by appealing to a wider audience. However, rebranding too often can ruin the reputation of your brand, for this reason you must carefully plan out each stage of the rebrand.