A brand identity is a way of expressing what your business is to customers – without having to say a single word. It’s the way your business looks and feels. It’s the logo, the slogan, the iconography, or the particular style of how you interact with customers on social media.
Here are five steps to begin that journey.
1. Purpose
Before you can sell a business, you have to know what your business is. What makes you different from the rest of the market? What problems does your product or business solve? Knowing this will help you determine the slogan, tagline, brand voice and how to sell yourself. This will keep your objectives consistent throughout all your brand materials.
2. Competition
Customers will notice your business when it stands out from the crowd. And to begin standing out, you need to know how to make your business different. Research the market and the brand strategy agency used by your competitors. what is a brand strategy agency? This is a firm that specialises in creating and rebranding, managing support for clients with advertising and other forms of promotion. Know how they work to promote your competitors – and with that, how you can make yourself different.
3. Target Audience
Be very specific with the audience you want to appeal to. If you try and be too generalised, your branding will be so broad that you won’t be able to create and grow a returning customer base. Narrow down a target audience that you want to sell to or will be most interested in your product – and create branding that is tailored just for them.
4. Voice and Personality
Based on what you’ve researched so far, develop a unique style and voice that you want for your business or product. Maybe your business is fun, friendly, and conversational. Or it might be personable and reliable. Or it might even be technical, serious, and authoritative. Pick a brand voice that is going to resonate best with your target audience.
5. Visual Identity
Take the insights you’ve collected on your business identity and translate them into visual concepts. Choose the most crucial ideas you want your business to be associated with and try to visualise them.
Integrate these ideas into all aspects of your business, and use your new brand identity to remain recognisable and memorable.
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