Your brand is a major source of value for your company. With a strong brand identity, you can do more with fewer resources to reach your audience by creating an image in their minds of how you uniquely meet their needs. But branding is about much more than just logos. Here are the 5 key elements of a strong brand identity.
Your branding tells people your reason for doing what you do. It explains how you want to change the world for the better. At a glance, people can understand the values that are at the core of your philosophy and products.
To start creating your brand identity, spend some time thinking about your “why.” Why does your business exist? What is it you hope to change in the world to make it a better place?
Your brand identity tells people what position you occupy in the market. It says not only what you do, but how you do it uniquely from anyone else: “We’re the ones who ____.” In a market full of competitors, it shows how you stand out.
Part of successful branding is to understand your competitors and the unique place you fill in the market. It involves getting in touch with your natural strengths so you can play to them.
Your Company’s Personality
Your company should have a likeable and relatable personality that resonates with your audience. Your brand communicates this personality to your audience, speaking to them in their voice and tone. The personality also makes it memorable.
What is your brand’s personality? You can figure this out through research on competitors and natural strengths, but also by asking your customers why they prefer buying from you and not someone else.
Consistent Design Elements
Although branding is more than just logos and colors, design elements are important. They work on a subtle level. Wherever your audience member encounters your brand, they see the same design features, which tells them it’s you and shows that you’re consistent. Design elements includes name, logo, colors, banners, fonts, and so on.
Your content is targeted to a specific audience, talking about their problems and addressing their needs. For a strong brand identity, you need to know your audience well and focus on them, not you or your products and services. Your branding discusses your offerings in terms of the unique benefits to users.
How to Create a Strong Brand Identity
Branding isn’t second nature to most companies. It requires some planning and strategic thinking to develop a strong brand identity.
Creating a strong brand starts with clarifying your business goals and your strategy for achieving them. Your brand needs to be in line with your core values and unique value proposition.
The next step is to research your audience, industry, and competitors, so you can understand what position you occupy in the market. A detailed customer profile helps you understand your target market so you can address their needs and speak their language.
Once you’ve clarified the fundamentals of your business and gained a thorough understanding of the marketplace, you’re ready to create a branding message and unique value proposition. With this in hand, you’re ready to go about implementing your brand and monitoring your results.
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