Brand Identity is the way the business wants to portray its personality and present itself at the marketplace and to its customers. It is one of the crucial stages in the entire brand strategy framework as it defines the nature and philosophies of the business making it carve a distinctive identity within the competitive environment.
What is the Need for having a Brand Identity?
The last decade has been a revolutionary fulcrum of time that has been changing the game of business on the constant basis with the introduction of social media and digital marketing, making the customer more aware and thereby giving an impetus to the ever-growing competition. It has also ascertained the evolving tastes and preferences of the customers with more options and alternatives available to pick and choose from.
With the introduction of mobile technology and with the growth of search engines on the larger scale, the brands that have a clear and strong perspective about their vision for the future has a better foothold in the market and are getting themselves registered in the minds of the customers. Hence, it is quite necessary for the businesses to continuously and constantly evolve with the changing landscape of the market amidst the technological revolutions and have a good and strong Brand Identity to be able to survive and thrive in the industry.
Basic essentials of having a good Brand Identity
1. Unique and Distinct
It should be curated and designed in such a fashion that it has a lasting impression on the customers having the top-of-the-mind recall factor.
3. Scalable and Flexible
With the changing market dynamics plus considering the change in the business operations of the firm, the Brand Identity should be flexible to adhere to the cyclic revolutions and should be scalable to measure the results of the promotions conducted.
It should be in line with the nature of the business and the overall goals plus all the elements and facets should be cohesive and convey a similar tonality.
5. Easy to apply
It should be easy in its application and approach suiting the market requirements catering to the target market.
Brand Identity is more than just designing a creative logo and working on the design aesthetics as every minute intricacy of the business plus the market conditions are to be studied carefully for the business and the brand to stand out at the marketplace amidst the competitive environment.
At times, the management and brand representatives are so close to the business that they are unable to figure out the loopholes in the operations and the tactics. Hence, it is very important to think from a third party perspective and from the customer’s point of view whilst working on the Brand Identity and related strategies for making it a huge success.
Below mentioned are the 7 steps in creating a powerful Brand Identity:
1. Customer Analysis
For the business to generate the profits and widen its reach, it is vital to target the right set of audience and convert them into the customers. By understanding the market thoroughly and segregating the target audience on the parameters of age, gender, location, income-levels, lifestyle, taste, and preferences; it is quite easier to work on the Brand Identity plan and make it a sheer success.
2. Competitive Study
Apart from analyzing the market conditions, it is necessary to have a check on the competitors and their brand strategies. Understanding their approach towards the customers, services levels, promotional tactics, marketing strategies, and brand designs; helps quite a lot to design and strategize the Brand Identity that is not only unique in nature and personality but also has an edge over the competitive environment.
3. Understand your brand
The process of Brand Identity starts with understanding and in-depth analysis of the brand, the nature of the business, short-term and long-term goals, product and services offered, how does the business wants to portray itself in the market, values, and fundamentals that have formulated the business. It is very important that the members of the management and key employees sit together, plan, think, and strategize on the above mentioned and arrive at the joint conclusion that provides the way forward for the Brand Identity process.
4. Establish messaging statements
Every brand needs to enlighten its customers and stakeholders about its vision for the future and the mission through which it will attain the goals and objectives of the business which gives rise to the vision and mission statements that hold quite a prominent place in the overall brand architecture.
5. Work on the brand’s creative elements
Next comes in the line is working on the creative elements of the brand that comprises of the logo, mascot, tagline, typography, colour palette, and design templates that are not only artistic and innovative but also resonate with the market sentiments and grabs the instant attention of the target audience.
6. Execute brand strategies
Once there is a detailed understanding of the market and the customers along with the brand architecture in place, it’s time to execute the brand strategies by deploying the media channels such as PR, social media, corporate communications, television advertisements, print advertisements, and participating in the events that help communicating the brand to the market and target audience and harp on the fact that the brand is here to stay and sustain in the industry on a long-term basis.
7. Analyze and Refine the Brand Identity
After the Brand Identity is revealed to the market and is out and about to the customers, it is the time for the management and the brand managers to analyze its implications and how far the success ratio is plus take the feedback from the customers. If everything is perfect, then the brand needs to work on exceeding the expectations set and if any loopholes, the same needs to be corrected and refined as per the market dynamics and the taste of the customers.
The above were the 7 steps in creating a brand identity so powerful, that it catapults your brand and gets it the attention and awareness that it deserves.