Building a brand identity helps to make your business unique and instantly recognizable to your customers. It serves several purposes, including far more than just your business’s public image.
You present your values, brand voice, products, customer relationships, and public image through it. Brand identity consists of visual elements like your business name, logo, and various design elements like your color palette and font, but also non-visual aspects like communication.
Brand identity’s importance revolves around people making buying decisions that reflect their personal identity. Communicating your brand’s values makes them more likely to become customers if it aligns with their values.
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Building Your Brand Identity in 5 Steps
Companies like Coca-Cola, Levi’s, and McDonald’s have ensured a complete consumer connection with their products. Their bold yet simple branding evokes happiness, accessibility, dependability, and simplicity, aligning them with customers.
As you start building your brand, follow these 5 simple steps to create a compelling brand identity that truly reflects your business values while resonating with your audience.
1. Create an Outline of Your Business
Start by defining your business identity before creating its brand identity. Therefore, your industry, audience, business name, products or services, and how you plan to sell these generate the outline for your initial research.
Consider the elements that inspired you to start your business and the inspiration behind your business name.
After that, reflect on your business’s value to its customers and community and why they want your products. Additionally, consider whether your products are necessary, convenient, or luxurious.
What are the causes central to your brand’s mission? These could include a dedication to the environment, values that reflect respect or accountability, encouraging a healthier lifestyle, etc.
Choose the most relevant elements from your reflections above to help create a brand story that differentiates you from your competition.
Finally, capture your brand story and visual elements into a short but meaningful slogan. Think how McDonald’s “I’m Lovin’ It” and Coca-Cola’s “Taste the Feeling” create a voice and share each company’s values.
2. Understand Your Market
Besides your business identity, you must also define the audience to which you will market your product or service. For example, is it individuals or other businesses?
When selling to businesses, you must know the types of businesses and departments on which you need to focus your marketing. With individual customers, you must determine their demographic information (age, gender, location), their interests, and social media preferences.
Next, look at your competitors and their branding elements. Do they have common features in their logos or slogans? Decide if there are any elements you want to incorporate that will resonate with your audience and how to make your brand more distinct.
3. Time to Design
If you don’t know anything about graphic designing, use a professional designer or a logo maker like Looka to prepare your branding elements.
With logo makers, you can choose a few logos that match your aesthetic to customize. Then, add the colors, font aligning with your message, a slogan, and a symbol representing your company name, values, personality, services, or products.
4. Fine Tuning
Once you have created the logo you feel represents your business best, you still have some work ahead. First, test it with friends, employees, family, other business owners, etc., to see how they perceive it.
It’s also essential to get the opinion of people from diverse backgrounds and abilities to ensure it’s easy to read and carries no cultural implications. Use the feedback to make adjustments.
Guide the people you want feedback from by asking them to answer questions like:
- How easy was the logo to read, and what did they find difficult to understand?
- What type of business does the logo conjure in their mind?
- Based on the logo, what customer does the business target?
- Does the logo make them want to support the business, and if not, how could you improve it?
- Did they like the logo, and if not, what changes would they want to see?
After making the adjustments based on the responses, you should repeat this process a few times to ensure you and your prospective customers are happy with the result.
5. Create Brand Guidelines and Incorporate Your Design
Once you have the final result of your logo, you are ready for the last step of creating the brand guidelines for your employees before incorporating them into your various assets.
Your team must know your brand’s story, message, and values. They must also have access to the right version and various sizes of your logo, the correct fonts, and colors, which they must know where to apply correctly.
Incorporate your logo into your website design, socials, marketing materials, signage, décor, and packaging. Then, continue applying your logo consistently.
Remember that you may need to change it later as your brand evolves and trends change.
Bold Solutionz and Your Brand Identity
Building a brand identity requires defining your business and its market before designing the elements that best serve your brand. Once you have determined these, you need feedback and adjustments. Finally, moving forward, you must ensure that it becomes instantly recognizable by remaining consistent. Our team of marketers and designers at Bold Solutionz can help you build a brand identity to serve and grow your business.
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