How to Create A Brand Identity
A brand goes far deeper than a company name, logo, or color scheme. While these design elements are key parts of an effective branding strategy, your brand itself is more than that: it’s a cohesive story about who your company is and what it stands for. Even subconsciously, consumers should be able to feel confident in your company’s values and reliability based on the qualities of your branding. But how do you accomplish such a lofty goal?
Developing a brand that connects deeply with your market requires honest self-reflection and an understanding of three key considerations.
Who is your audience?
Good marketing hinges on identifying the real problems faced by your audience. Your branding should convey an understanding of those concerns and a commitment to solving them. In order to do this authentically and successfully, it’s critical to identify your market. You must have a firm understanding of who, specifically, you’re targeting, before you can effectively reach them.
What is your purpose?
Your company’s identity should emerge organically from its purpose. If you can’t confidently relate your company’s mission, you can’t possibly convey that mission in a cohesive branding strategy. Consider again the problems you seek to solve and the strategies you take to solve them. Based on those considerations, you should clarify your brand’s identity in one or more concise statements of vision. This clear, defined purpose is what keeps your messaging on track.
How can you consistently convey these values?
Identifying your audience and purpose are an important start to the process, but they mean little if you can’t turn them into a cohesive, reliable image for consumers. To do so, you should build consistency in all elements of your public presentation. This includes:
- Visual Identity: Every element of your visual identity should be harmonious across platforms, from color schemes to typefaces and graphic elements. Your website is a cornerstone of this theming, which should be carried through other digital and print materials.
- Messaging: Written communications from taglines to promotional campaigns should all convey a consistent message of who you are, what you offer, and why people should care.
- Customer Interactions: Your customers should get a consistent experience from personal interactions, especially in terms of the answers they receive to questions.
Successful branding is firmly rooted in an understanding of your audience and purpose, which should be evident in every interaction a customer has with your company. For more information about how to incorporate these principles into a successful website, get in touch with us today.