Your brand identity comprises what your brand says, how you communicate about your products/services and how people feel about your business. Your brand identity is not your logo, colors or slogan, though these are certainly components in creating your brand.
Below is an overview of how you can craft a memorable brand identity for your organization.
1. Define your value proposition and what makes you different
Market research will help you understand your place in the industry, and what your audience expects and wants from you. When doing research to develop your brand identity, consider the following:
· Audience:
Branding that appeals to one group may not appeal to another. Use available market research to determine what your target audience looks for from their favorite brands.
· Value proposition:
You should be able to clearly articulate what makes your brand valuable and different, and why your customers are better off with your business.
· Mission:
Just as you should know your value proposition, you also need to know your vision and goals for your brand. Articulating your brand’s purpose will help you shape your brand’s personality.
· Personality:
What words do you want to come to mind when customers think of your brand? Are you funny and casual, or professional and high-end? Various elements of your brand identity - from your copy to your website icons - will reflect your personality.
Performing a SWOT analysis (strengths, weaknesses, opportunities, threats) will also help you pull out threads that will shape your brand identity.
2. Design your brand assets
We mentioned that your logo isn’t your brand identity; however, it is still one crucial component. Your logo is the most recognizable part of your brand, which will be used on your website, business cards, banners and more. All of your brand assets need to be designed to complement that logo.
Color, font and other design elements convey your personality and should appeal to your target audience. What’s most important is that your branding is cohesive: if your website is black and red with a clean font, your business cards shouldn’t be green and purple with a curlicue font, or you risk confusing your customers.
Work with a designer to create branded assets that include your logo, letterhead, business cards, email signature, envelopes, social media posts and more. Templates for these kinds of materials will make it easier for team members to present a cohesive brand to your audience.
3. Integrate your brand into your marketing outlets
Now that you have clearly defined your brand identity and created supporting assets, you can create content that helps your audience engage with your brand. Use language that supports your brand’s personality and connects with your audience. If your brand is targeting high-end business customers, use professional language; if you want to reach families, use fun and kid-friendly copy. Consider not only the language you use, but also the stories you tell and the social media platforms where you post, and how these factors may affect your brand identity.
If you’re looking to improve your brand identity with video, Spin Creative is here to help.
Say hello
!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
