How to build a strong brand identity for your business?

Although there is no straightjacket formula to define the word “brand identity”, it can be understood as the overall visual, verbal, and emotional elements of any particular brand. It is not limited to visual identity only and includes various other aspects such as history, logo, colors, patterns or designs, topography, messaging, unique voice, and tone, as well as the personality of a brand. A brand identity is crucial to define because it recognizes, holds, and builds a connection with your target customers.

brand identity
brand identity

People often get confused between brand identity and brand image, but the two are completely different from each other. Through brand identity, the maker communicates his brand in the way that he wants to be perceived among the general masses, unlike the brand image, which is the customer’s mental image of a brand. In simple terms, a brand identity is the unique characteristics of a brand, defined by its owner for the customers, that distinguishes it from other brands.  Many small businesses don’t pay attention to defining their brand identity, which is an essential marketing strategy that all businesses should follow to become successful.

There are certain key steps that are essential to building a strong brand identity.

Let’s see them one by one.

Know your brand values, purpose, and personality

To build a strong brand, start by finding the answers to certain questions like: What principles do you follow to make your business decisions? What is your business mission? What is your brand story? and How will your business solve people’s problems? only by having more clarity on your principles, vision, and mission, you can build a strong brand identity.

Conduct various Research

Brand identity is the essence of your business; defining it from scratch requires conducting certain research such as Competitor Research, Market Research, and product research.

To find where you stand in the market, your strengths and weaknesses, prefer conducting a SWOT analysis ( Strengths, weaknesses, Opportunities and Threats). Know about your competitors and work on or highlight the features that make your brand superior and different from other brands. Try to eliminate your weaknesses and follow the ongoing trends in the market to shape or redefine your brand identity

Analyze your potential customers

Make efforts to create a personal connection with them by understanding or analyzing their expectations and needs. Grab the existing opportunities and fill in the gaps in the market. To communicate with them, you can conduct surveys or take interviews by dividing them into various subgroups based on different ages, residential statuses, interests, and lifestyles. This will help you style your brand visuals and messaging.

Create a unique logo for your brand

A logo alone is not a brand identity, but a visual representation always leaves a longer impact on the human mind. Therefore, it needs to be designed carefully and uniquely. It visually communicates with the customers about your brand, so while designing your logo, consider colors, shapes, graphics, and text that align your business and help make the identification of your business easier.

Customize your slogan

Many businesses succeed because of their slogans. The brand is emotionally connected to the audience through it. A good slogan should be easy, brief, and catchy; only then can it have an unforgettable impact on human memory.

Establish your brand’s voice and tone

Brand voice is the consistent way to communicate with your Customers. It speaks to the customers about your brand, reflecting its personality and overall values. Some essential elements of a strong brand voice are authenticity, consistency, clarity, and relatability. Nike’s “just do it” slogan, for example, reflects its attitude.

The brand tone is not analogous to the brand voice; It should change based on the situation to make it more engaging, relevant, and genuine. For instance, you might have seen that the tone of a brand known for entertainment is soft and fun, whereas the tone of a pressure cooker brand when talking about its safety is more serious.

Increase your digital presence

Another step in crafting a brand identity is increasing awareness about your brand digitally. Digital presence has the capacity to bring more customers and develop trust in them regarding your brand. Social media posts, brand collaborations, PR partnerships, paid Promotions and email marketing will help you widen the reach of your product and services, encompassing physical boundaries.

Despite bringing in customers, a digital presence will help you get feedback and concerns from your target audience; by working on that, you can create a brand identity distinguishable from others.

Always try to be consistent

Consistency brings trust and reliability among target customers. Always provide as many good and high-quality products and services as you can. It is evident that a customer-friendly brand can grow much faster than other brands.  

keep analyzing the factors mentioned above from time to time to improve and consider rebranding whenever required.

Also Read: 10 Essential Tips For Growing a Successful Small Business
Scroll to Top