What is Brand identity? How can you create a brand with strong identity?
Designing a brand identity is one of the most important tasks of owners of any business. It makes no difference whether your business is a startup, a small or medium-sized or very large business, or even a non-profit organization. Whatever your business, designing this identity gives you a tremendous advantage and will set you apart from the competitors you have in today’s bustling business world. Stay with us to fully understand the basics of designing different brands and apply the tips in your business.
Part One – Whati is Brand?
In this section we will provide definitions of the brand and the identity of the different brands and provide some basic design tips to get you familiar with the topic.
What is brand?
Most people and even business owners, see the word brand as synonymous with a logo, color, or something. Logo, name, color and all such things form part of a brand and the definition of a brand goes beyond each of them. In fact, a brand is a collection of all of our customers’ experiences of your products or services. These experiences come from interacting with your business services and products. A good brand defines how your business operates and its credibility, while at the same time giving current customers and potential customers the confidence they need.
What is Brand identity and How to design it?
Brand identity is all that is apparent from a company and mostly means the outer and tangible aspects of a brand that are covered in an important topic called Brand identity design. This design is the way a brand presents itself to the public and customers.In another words, brand identity is the identity of the components of your business that potential future customers and current customers see. In designing, different components are involved and different sources point to different components. In summary, the most important factors involved in forming the identity of brands are:
- Brand value offered
- Visual identity
In the process of brand identity design, the different components of a business are integrated and a specific system is defined and implemented. After designing your brand identity, all of your visible brand components should be in the same designed and integrated style in front of customers.
Part Two – Creating Brand Strategy
One of the tools to improve this perception is identity design. Every decision you make and every action you take will affect the quality of your business. For example, designing a good website, having a good brand color, developing an internet marketing plan, and partnering with professional business partners are all things that boost your brand.
Instead of giving these things to be determined by chance, you should take action and create your brand. One of the first steps to designing visual identity effectively is to design a brand strategy, which we will discuss in this section.
What is Brand Strategy and Why Do You Need It to develop brand identity?
Brand strategy means how your brand should be created and displayed to your business contacts and represents the plan you have for it. Every company or business has a brand, whether or not they want it, and it’s best to make it by your own and deliver it to customers. No successful company lends its own brand creation a chance, but smart businesses consciously build their mission, values and brand image and present it to customers.
There are some interesting statistics here, one of them is
“87% of consumers buy a product or service just because of its value and credibility”
How to design an effective branding strategy?
We said that designing a brand identity requires having a brand strategy and defining a brand strategy. But how to design a brand strategy? There are three main steps to creating an effective brand strategy in most businesses that are discovery, identification and execution. We will describe these steps below.
Step 1 – Knowing Current Situation
If you have started a new business and have not yet designed brand identity, the knowing process will be very easy. Under these circumstances, no one is familiar with your business yet. Therefore, there is nothing to discover beforehand and you can move on to the next stage, the identity stage. But if you want to design brand identities for an existing business, you need to know current situation.
Before creating an existing identity or designing a new one, you must carefully evaluate your existing identity. You need to evaluate all the factors affecting your current situation. This evaluation will include customer reviews, market conditions, goals and missions, and current brand status.
Step 2 – Define the brand new identity
At this point, you need to design the visual identity using the information from the previous step and consider a new identity for your brand.
Define the fundamental identity of your business
At this point you need to define a new brand identity. As mentioned, the core identity of your brand is determined by the prospects (the reason for setting up your business), the actions (the things you do), and the business values (the beliefs and values you believe in).
Identify your brand position in the market
Your brand position shows what your brand is about in terms of price and quality in the market, and what its differences are with its competitors. Often the brand position can be summarized in one sentence or another. These statements describe what your business does differ substantially from competitors and in what quality and price range it intends to compete.
Determine your unique sales offer
The concept of Unique Selling Proposition (USP) means how unique your products or services are for customers.
Design the core components of your brand identity
Once you know the fundamental identity of your brand, its position and unique selling proposition, or USP, you can fully design your visual identity and identify issues such as brand value, brand culture, brand visual identity, and your other components of your brand to complete the design of your visual identity.
Step 3 – launch
After you have completed the process of discovering the current situation and identifying and designing the new brand identity, you should implement all the issues related to this new identity. You need to refer to this new identity in your marketing plans so that your business customers get to know it.
Part Three – Brand Identity Research Methods
In the previous section, we outlined the brand strategy and said that one of the steps to build brand identity is the research phase of designing this core of the new identity.
Questions to answer in order to examine the current brand
In order to do well on your brand’s current situation, you need to answer some questions. Below are three of the most important questions in this area.
- Is your brand aligned with your business strategy?
- Is the message your brand is delivering to your customers consistent and consistent?
- Does your brand communicate with its main customers?
Section 4 – Different aspects of brand identity design
If you design these aspects of brand identity, other details and other aspects of brand identity will be formed based on these core aspects, and your overall identity will be formed.
Designing value or brand value propositions
To start designing brand visual identity from the ground up, you must first list the key values of your business and determine the best value proposition for your business. Many brands first go to external aspects of brand visual identity, such as brand identity or brand personality.
Although external aspects such as visual identity (logo, color, etc.) and brand tone and literature (its sound, text, etc.) are important, the most important aspect of this identity is the value proposition of a brand that is one of the inner aspects of brand visual identity.
Outer or external aspects of visual identity, such as visual brand visual identity and brand literature, are needed to make customers feel good and familiar with you, but internal and internal aspects of brand identity, such as brand value and brand culture, are ultimately the method of interacting and delivering your services and products. The internal aspects of brand identity are the core of a brand and you should pay particular attention to the design of brand visual identity.
Designing a visual brand identity
Do you want your customers to imagine your brand with something beyond its logo? Designing a proper logo is a good starting point for designing a brand’s visual identity, but visual identity is much more than a logo. To design your brand’s visual identity, you need to design different business-related visuals in a seamless and integrated system to succeed.
Creating a system of synchronized visual symbols for your brand gives you a powerful visual presence and coordination in the eyes of different customers and advertising media. When designing a visual brand identity, you must keep in mind that this type of identity is consistent with other aspects of brand identity, such as brand values, so that customers do not get confused.
Part 3 – Brand Culture
It is a brand that guides all the business processes of a company, including marketing, production and sales. Culture is a brand that determines how its various employees work together to create value and provide services or products to customers. Of course, brand culture is beyond what any business refers to in its slogan, linguistically, but what actually exists and operates.
One of the challenges of any brand is that after some time the brand culture and the values, beliefs and attitudes of the employees of a brand contradict what is stated in the statute of each brand as its values. Of course, incorporating brand culture into your organization has its own principles and formulas.
You have to consider values as goals. Then set the way your brand employees work and collaborate. The manager of any business as a leader must be a model of his own brand culture so that others will follow him. If the brand culture is good and consistent with its values, many other aspects of brand identity will also be well designed.
Part 4 – Brand personality
Brands that have a strong personality and are well-known to their customers have better sales than other brands because their customers perceive them as a human being with a certain characteristic.
Just as human beings are not one-dimensional, so is the personality of the brand, and the brand may have a multifaceted personality. The identity is also one of the stages of design. When you are in the first stages of brand characterization, you should see what your brand values and culture are more like a good human being. For example, your brand can have “good-natured”, “bold”, “meticulous” personality and many other good human traits.
Part 5 – Brand literature, sound or tone
Brand literature or voice is used to choose the type of communication (formal, semi-formal, intimate), the choice of words and sentences, and the style of writing and speaking, and generally interacting with a brand’s audience. For example, when you send a letter from customer support or answer a phone call, your style and literature in writing and speech determine your brand literature.
Designing a brand visual
identity systematically is one of the core needs of any successful business and is one of the core principles of branding. A strong identity will make you famous and popular, and will also make your customers more easily distinguishable from your competitors and give you more value. Brands are one of the most important intellectual assets of your business, so it’s worth the time and energy. You can get expert help from professionals in the field to design you identity.