How to Build a Brand Identity?
- August 12, 2020
Just like your personality makes you uniques, your brand identity is the special sauce in your business that sets you apart from your other counterparts.
Let’s dig a little deeper.
For instance, you are a new admission in your college, as a young adult, you want to be perceived as trendy and get invited to the best after college parties. But you can’t force other people to have that image of you. To develop this image, you need to do some work. You need to update yourselves with some latest music and inside jokes. Be a part of cultural society and various organisations. Your actions will help you to develop your desired image; that’s how you build a brand identity.
Brand Building is the collection of all the visible & invisible elements that a company creates to portray the right image to the world. In other words, your brand identity is the personality of your business and a promise to your customers.
Two aspects of Brand Identity.
As a person, the brand’s identity can be identified through its Internal & External characteristics.
Brand’s Internal Identity
A brand’s internal identity can be defined by their Ideology & Values that describe the sort of “person” a brand is on the inside. By defining the brand’s internal identity, we are trying to create a robust image in people’s minds about what the business is all about. Brand’s internal identity is made of:
1. Brand Personality
If your brand were a person, what sort of person would it be? Excited and friendly or sophisticated and reserved? The personality of a brand relates directly to your target audience. A luxury watch brand would have a very different personality than a late-night food delivery service. That’s because they are catering to different people with different preferences.
2. Brand Voice
Related to its personality every brand should have its voice which remains a constant form of delivering messages on all platforms. To build credibility & authenticity, your brand’s voice should remain content on Television ads, Print ads, Website and Social Media. Otherwise, consumers will have a difficult time believing it and connecting with it.
3. Brand Value
What does your company stand for? What are the shared values amongst the stakeholders and employees of the company? Do you believe in equality, empowering the differently-abled or eco friendly environment? Your brand value plays a major role in building a relationship with your audience.
With all of these internal characteristics, you can build a brand “persona” for your customers.
Brand’s External Identity
Popularly known as Visual Identity, it is defined by how a brand’s appearance from the outside carefully communicates the core of the brand’s internal identity.
1. Brand Logo
Brand’s logo is a single visual element that should communicate as much as possible about your brand’s internal identity. Your logo should create an impression within 10 seconds giving all the essence of your internal identity. Remember, when people think or hear of your brand they are going to imagine your logo, make sure it’s powerful!
Your colour choice talks a lot about your brand values. If you are an eco- friendly brand, people are most likely to identify you with green and brown colour. On the other hand, if you are a luxury brand, people are doing to associate you with dark colours like blue, black and gold. Colours are the first element to grab the human eye and brain attention.
3. Typography & Images
The fonts that you use on your website, social media, posters and banners speak volumes about your brand personality. If you are in the hospitality sector, you are more likely to use formal fonts that portray you as trustworthy. If you are a startup or a tech company you are more likely to play around the fonts that are modern and sleek. Similar goes with the kind of pictures you use. If you are a clothing brand, you are more likely to display happy and playful pictures of family and friends. A startup will be more inclined to use animated pictures to attract the youth.
Just like individual personalities, people like to be friends with those to whom they like and current. If you can balance internal and external brand identity and align your identity with customer’s values, you’ll find it much easier to grab customers. But it’s a process, so get started!