How to Create a Memorable Brand Identity

There are several types of identities: professional identity, personal identity, religious identity— but what about brand identity? While an identity is something that makes us who we are, the same goes for brands. 

A brand needs a strong identity in order to thrive. The identity is what helps customers recognize and resonate with your brand whether that be from a personal, cultural, professional or other perspective.

two marketing girls discussing graphic design and color palettes

5 Aspects of Brand Identity

  • Logo: A brand’s logo is typically the first thing consumers recognize. Think of your favorite fast food restaurant; you’re on a road trip and hoping to stop soon for a bite to eat. While driving, you’re paying attention to the road signs, searching for your next stop. What’s the first thing that attracts your attention on that road sign? The logo for that favorite restaurant of yours. Sometimes, a logo is all it takes, which is why it’s important to develop and consistently use a logo that makes sense for your brand, tying it closely to your brand identity.
  • Tone: Think of your brand’s tone as the attitude. Remember growing up and getting in trouble for your attitude at home? Your parents didn’t like “that tone of yours”? Just like that— but nicer. While some brand’s choose to be witty or comical, others may choose to be strictly professional or subdued. The tone of your brand should stay consistent in all of your messaging, especially social media. 
  • Messaging: Messaging and tone go hand in hand in order to build your brand’s identity. Your messaging should represent your mission, goals and any other information you feel is important for consumers to know. All verbiage for your company should represent the value your brand brings to the table and showcase what makes you unique.
  • Color Palette: Brand identity is closely tied with visual aspects such as your color palette. A color palette is exactly what you think it is: a group of colors, most likely directly related to your logo. If you do not have an established color palette, it may be a good idea to consult with a creative marketing firm to develop one.
  • Typography: Typography refers to the different fonts you use on your marketing materials. Companies should stick to no more than three different fonts to represent their brand. It is a best practice to choose clear fonts rather than harder to read fonts like script. 

 

How to Build Your Brand Identity

Building a strong brand identity involves creating a cohesive and consistent image that resonates with your target audience and sets your business apart from competitors. 

Before you can develop the factors previously mentioned, you must have deep understanding of what your brand stands for. What is the mission? Vision? What makes your brand unique? Here are some other insightful questions to ask yourself when dissecting your brand.

  • What does my business want to be known for? This may seem like a silly question– we want to be known for what we sell! But think bigger than that. Think of brands like Wendy’s or Dunkin’ who have a great social media presence and are always bantering with customers to create a lasting, comical impression. You can also think of more serious brands like St. Jude which is known for not billing any of its patients and relying heavily on donations and funding in order to take an extra burden off of families.
  • What problems can this business solve? It may not always be easy to market a specific product or service if you aren’t sure how to address the problem it solves as some goods are more straightforward than others. If you have a more niche product or service, think deeply on how you can present both the problem and the solution to your consumers.
  • What am I most proud of about this business? Whether you’re the CEO, Marketing Director, Sales Coordinator or Graphic Designer, ask yourself what you love most about this business. Does it help an underserved community? Is it sold at a fair price? Once you find the good in your business, it’s much easier to promote it.

hand pointing to words on a paper

Enforcing Your Brand Identity

Building a strong brand identity doesn’t happen overnight; it requires consistency, dedication, and a strategic approach to connect with the target audience on an emotional level and build trust and loyalty over time.

While every brand is unique, every single one has something in common: consistency is key. Once you have your brand established and all of the details ironed out, you must stay consistent in every way possible. Social media platforms must have some sort of aesthetic that ties into your website and color palette. Your website should state clear mission statements and taglines that are also presented through digital advertising. A trifold brochure should emanate your brand’s tone and voice while a billboard matches that tone in shorter sentences. Everything in marketing is tied together, one way or another.

If you feel like it may be time for a rebrand, or maybe you just want your current brand improved and tweaked, the professionals at 898 Marketing can act as your one-stop shop for every marketing element you need. Reach out to us here. https://www.898marketing.com/contact/

Tags:

Recent Comments