One of the first things I tried after moving to my new place was to find a local coffee shop. Two cafes in my neighborhood were ready to satisfy my craving for coffee.
Both cafes served my favorite cappuccino made with oatmeal at the same price. Both places were at the same distance from my house. What made me choose one place over another?
It was about the nice barista, who is always open to an exchange of ideas; the cool music, the cup’s design, their sophisticated design in gold and black – they all made me come back. I suddenly became a passionate customer, recommending them to my family and acquaintances.
The different components are the term “brand identity.”
What is the Meaning of branding?
Admittedly, all branding expressions sound identical, don’t they? Because there is much confusion around these terms, which stems from their widespread misuse.
To create a brand, you need to start with branding. The branding process helps customers recognize your services or products to differentiate you from other companies and develop an image that potential customers can identify with.
A brand is a set of perceptions and emotions that you deliberately cultivate around your company and that you continually business communicate to your customers through verbal and visual cues.
Brand identity is the constant message that your company conveys, which is repeatedly communicated and, ultimately, is the image of your brand in the eyes of the public. A brand identity consists of seven elements: logo, company name, color palette, slogan images, typography, and voice. The specific elements make up an identity that is immediately recognized and loved.
Consider McDonald’s for a moment. McDonald’s is the most popular fast-food chain in the fast-food industry and is valued at $112.4 billion, and be the 8th highest value brand by 2021.
No matter how good this burger is, it’s just a burger. So how did McDonald’s get to the top of its fast-food chains?
This is not their special Big Mac sauce! It’s their logo.
To differentiate its burger from other burgers, McDonald’s focuses on creating memorable customer experiences. From Happy Meals, Ronald McDonald’s iconic character, to their famous “I like” slogan, McDonald’s is branding perfectly and consistently.
Why is brand identity important?
Brand identity is crucial because:
- Makes it easier for you to stand out from the competition
- This leads to a long-term customer base
- It inspires confidence
- All this generates sales!
A brand’s identity should be clear and consistent, no matter where it is displayed. Providing the same message makes consumers aware that you are a trusted authority, gaining trust, loyalty, and sales.
Everything from your logo and typography to your colors, custom boxes with logo, and messages contribute to your brand image.
If you know how all these elements offer an integrated experience, you will be able to create a unique brand identity, as the insurance company Lemonade did.
Many insurance companies are not something anyone would describe as pleasant or easy to work with, and lemonade Inc. changes this by stepping up the branding game.
From their distinctive bright pink color scheme to their minimalist web design and their eccentric Instagram brand profile, Lemonade has strategically cultivated an identity for its brand, which attracts millennials, their main customers. They did this to make them stand out from other insurance companies.
The most important things to be aware of before you begin.
When it comes to creating an identity for your brand, there are a few important things to consider before launching.
Consider the Overall Strategy of your Brand
The brand strategy can be described as a long-term plan that defines how you will achieve the goals, ultimately leading to your brand image.
A well-planned branding strategy is directly related to the needs and emotions of the target audience. It will help you determine how people will engage with your company and how you would like them to feel, and the messages you intend to convey.
Many elements make up a branding strategy:
- Purpose The reason for your business.
- Consistency – Make sure all your consistent messages will help you recognize your brand.
- Emotion Connecting with customers can strengthen your relationship with them and increase your loyalty.
- Loyalty Building strong relationships with current customers will result in more customers (which means more profits!)
- Flexibility The world is changing fast, and so is the market. allow your brand to grow as your business grows
A well-defined strategy for your brand can help you save time and stress later.
If you’re unsure about your logo, you’re having trouble deciding on colors, or don’t know the best marketing channel to use, don’t worry! As I said, this is an ongoing process that can take time.
Understand your Target Audience
Finding your ideal customer will be the first step toward creating a remarkable brand image.
Understanding your target audience inside and out is crucial, as they influence your brand’s overall look and feel, starting with how your voice sounds in your printing house and your color choices.
Your ideal customer is the audience to whose products or services you sell are most likely to appeal. By knowing the demographics of your target audience and what they are looking for and needing, you can connect and connect with them.
This means that you will be able to determine your unique point of sale – or what gives you an edge over your competition.
Lemonade acknowledged that insurance is not attractive to most people and even the younger generation. As a result, they have developed a millennial-recognized identity in ways that other insurance companies do not. The message of the Lemonade brand is to make getting insurance as simple as ordering pizza, which is a message that any generation (including me) can appreciate!
There’s also Indie Lee, the skincare line with a loyal audience. The entire brand was created and developed with Millennial and Gen Z customers. From the abstract artistic design of alphabets to the color scheme, the entire design reflects the clear and minimalist style that attracts customers.
You can identify audience demographics by preparing an inventory of demographic and geographic information. So, take a pen and paper. Make a note of the following information:
- Age range
- Preferences for social networks
Find out the Character of your Brand
Understanding your brand’s personality is an important aspect of your brand’s overall image and is one of the many ways you can influence your customers’ perceptions of your business.
As you may have guessed, the brand’s personality is the human element that connects the audience and allows those you want to come to understand the character of your company design.
What is the reason why brand personalities are vital? Let me illustrate. Airbnb is a very popular holiday rental marketplace. You’ve probably been on an Airbnb before! However, many different companies offer the same service, don’t they? Why do people choose Airbnb instead of a traditional hotel?
They have developed a unique brand identity that encourages people to feel like they belong. A unique, unorthodox way of traveling gives people the enthusiasm they are looking for while also giving them the security and safety of home.
Creating a brand identity is not easy, nor is it easy or quick. It takes determination and dedication and dedication, but it is worth putting your company on the path to successful results.
Indeed, McDonald’s, Apple, or any other well-known brand did not build their empires in a single day. However, they all followed exactly the instructions listed here, the same ones you will follow along the way. Start with a name for your business and a logo, and slowly but surely, details and graphics will be added. You’re on the right track!