Tips for Creating a Memorable Brand Identity
Spin Creative • January 15, 2020
All too often, business owners confuse their logo for their brand identity. A company’s brand identity is so much more than one logo. It encompasses all of the visual elements that define your enterprise.
Research your audience
Your business serves a specific audience. While every company would like to believe that any person would want to purchase their products and/or services, it does not make sense from a marketing perspective to try to engage everyone. To develop a unique and eye-catching brand identity, you have to know your audience. Perform a SWOT analysis of your organization along with a deep dive into your value proposition, mission and the competition. Develop buyer personas to capture what your target audience wants and needs.
Define your aesthetic
Now that you understand what piques the interest of your target buyers, it’s time to use this information to select the colors, typography and other visual elements that will make up your brand identity. You’ll ultimately use these smaller pieces to develop a logo and other branded pieces of content ranging from social media header photos to printed brochures and product packaging.
As you define your company’s aesthetic, you’ll want to write brand guidelines that outline everything from logos to mood and voice. These guidelines should inform how your brand is portrayed anywhere. This is a living document that will change as your enterprise evolves.
Know your story
Every brand has a story that engages their audience. That story is what your organization communicates to potential leads, current clients, competitors and industry influencers. To build a memorable brand identity, you’ll want to incorporate the language, keywords and emotions that your marketing material conveys to people. The words and feelings you add to your brand identity will bridge the gap between your company and the people you want to build meaningful, long-term connections with over time. This is your opportunity to humanize your brand so that others can relate to it and feel a connection to your story and identity.
Measure your success
The digital age has made it easy to watch how your branding efforts are performing in real-time. When you launch new campaigns or roll out new brand assets (logos, videos, etc.), keep an eye on your analytics to see what is and what is not working. There’s always room for improvement. Learn from your mistakes and build on your successes so that your branding efforts are delivering a valuable return on investment to your business.
Video is your brand in motion. Here at Spin Creative, we believe that video is an invaluable component of any company’s brand identity. Nielsen’s research shows that adults in the United States spend six hours per day consuming video content. That means there’s millions of opportunities for you to create branded videos that generate leads, educate customers and set you apart from the competition. If you are ready to incorporate video into your brand identity, 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.
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