How to Develop a Remarkable Brand Identity?

Published by Rahul D Sarker on

Peergrowth Technologies Remarkable Brand Identity

Just like your personal identity makes you uniquely you, your brand identity is the special sauce of your business. It sets you apart from every other Tom, Dick and Harry, Inc. on the block. And your brand design? It’s what shapes your company.

But what exactly is the branding? What does it have to do with design? And how do you shape a strong brand that takes your business to the next level?

What is Brand Identity?

Since the best place to start is always at the beginning, let’s kick things off by tackling the question: What exactly is brand identity?

The terms “brand,” “branding,” are sometimes treated as interchangeable.

  • A brand is the perception of the company in the eyes of the world.
  • Branding involves the marketing practice of actively shaping a distinctive brand.
  • Brand identity is the collection of all brand elements that the company creates to portray the right image of itself to the consumer.

Your identity is what makes you instantly recognizable to your customers. Your audience will associate your identity with your product. That identity is what forges the connection between you and your customers, builds customer loyalty. This determines how your customers will perceive your brand.

The Identity Prism

To help illustrate the branding with a more holistic view of a brand, an internationally recognized specialist created a model. The brand identity Prism illustrates six aspects:

Physique, Personality, Culture, Relationship, Reflection, and Self-image.

According to the model, the synthesis of each of these elements is what drives a brand’s success. Here’s what each of them means:

  1. Physique is the recognizable, physical aspect of the brand. – It includes the logo, colour scheme, packaging, and the online spaces and communities. If we’re talking about Coca-Cola, it’s stuff like the logo, the cursive font, the shape of its flagship glass bottle, and so on.
  2. Personality is the brand’s character. – It’s how the brand communicates with the outside world. This might be expressed in a certain writing style or voice, colour scheme, and even by celebrity endorsements. Coca-Cola’s personality is happy, refreshing, and all about sharing and having a good time.
  3. Culture is the value system and basic principles on which a brand bases its behaviour. – There is an intimate connection between a brand’s culture and its organization. Coca-Cola’s culture is based around socializing and sharing.
  4. Relationship refers to the relationship between people that a brand might symbolize. – One example would be a relationship between a mother and child, or among friends. Coca-Cola symbolizes equal and friendly relations among people in a community.
  5. Reflection refers to the reflection of the consumer. – While a company might have multiple buyer personas, this is the “top” type of buyer. For Coca-Cola, this might be 15-18-year-olds although Coca-Cola’s target audience is much broader.
  6. Self-image is the consumer’s ideal self. – It’s kind of like a mirror the target persona holds up to him or herself. Marketers and advertisers can draw on their target audience’s self-image to direct their strategy and approach.

Now that you have a better idea of what branding identity is, let’s talk about how it applies to your branding strategy.

Determine your Position in the Market

Before you attempt to define your brand, you need to do some exploration. Take a long look at your company to get a clear picture of its purpose and place. The familiar SWOT analysis can help, actually. Here’s what each letter of the acronym stands for:

  • Strengths: Characteristics of the business or project that give it an advantage over others.
  • Weaknesses: Characteristics that place the team at a disadvantage relative to others.
  • Opportunities: Elements that the project could exploit to its advantage.
  • Threats: Elements in the environment that could cause trouble for the business or project.

Peergrowth SWOT Analysis

When you do a SWOT analysis, you should involve everyone in your company, as well as some of your best customers. This can be done with a simple survey that asks questions that get at the four points in the SWOT analysis. However you gather the information, once you get it, you should be able to sit down with your marketing team. Then you can clearly state your company’s strengths, weaknesses, opportunities, and threats. Once you have a clear understanding of your SWOT, it’s time to define your brand.

How to Develop a Strong Branding?

  1. Know who you are: Before you know what tangible elements you want to make up your brand identity. You need to know who you are as a brand. Who you are as a brand is made up of a few key elements: Your mission, values that drive your company, brand personality and brand voice. These elements are what define your brand. Before you start building your brand identity, it’s important you have a clear understanding of each. Sometimes, all you need is a simple brainstorm to help you get clarity on who you are as a brand. Once you’ve locked in who you are as a brand, it’s time to build the identity that will bring your brand to life. It shows who you are to the people who matter most: your customers.
  2. Design the foundation of your Branding: Just like Adidas built the brand identity of your middle-school-star-athlete persona, your design is what will build the identity of your company. Your design assets are the tangible elements that will determine how your brand is perceived. Things like your logo, your web design, your business cards and the uniforms your employees wear. In other words, nailing your design = nailing your branding = building a successful business. It’s an accurate representation of who you are as a brand. So, how exactly do you nail your design and build a brand identity that will take your business to the next level?
  3. Developing your Brand Design: Before you start creating your design assets, you need to start from the ground up and lock in the basics of your design structure: the building blocks of your brand identity. The building blocks you’ll want to determine before you create your design assets include:
    1. Typography – Typography refers to—you guessed it—the font (or type) you choose for your branding materials. Serif fonts (like Times New Roman or Garamond) have what look like an anchor. This classic typography is great if you want your brand to appear trustworthy, traditional. If “serif” is the foot, “sans-serif” is without the foot. Sans serif fonts are letters that have smooth edges and lack the anchor. Sans serif fonts give a more sleek, modern feel to brands. Script typography emulates cursive handwriting.
      Peergrowth Technologies - TypographyThese fonts (like Allura or Pacifico) can be a great way to add a luxurious feel to your brand. Display fonts are kind of in a league of their own. Each display font has a specialized element. Want to make a bold statement and create a brand identity people won’t soon forget? A display font is a great way to do it. The typography you choose will say a lot about your brand, so choose wisely.
    2. Colour Palette – Next up is colour. Your potential customers included—have psychological ties to different colours. Using colours strategically in your brand colour palette can have a serious impact on how your brand is perceived by your audience.Peergrowth Technologies - Color PaletteHere are what the colours can do to help your brand identity:
      1. Red: Red is the colour of passion and excitement. It’s a perfect choice if your brand identity is loud, youthful, and exciting.
      2. Orange: Orange is another high-energy colour. It is great if you want to appear friendly and playful. It’s used less commonly than red, so will also make you stand out.
      3. Yellow: Yellow, the colour of sunshine, is all about happiness. The cheerful vibe makes it a good choice if you want to feel accessible and affordable.
      4. Green: An incredibly versatile colour, green can be used for just about any brand. Culturally, though, when people see green, they think two things: money or nature. If your brand is tied to either of those things, green is an especially good choice.
      5. Blue: The most universally appealing colour in the spectrum, blue. It can help your branding to appear more stable and trustworthy, so if you’re looking to appeal to a wide demographic—and get them to trust you in the process—go with blue.
      6. Purple: Purple is the colour of royalty, so if you’re going for a luxurious feel in your branding, this a safe bet.
      7. Pink: Right or wrong, pink is culturally tied to femininity, so if your brand is targeted towards women, pink should be a definite contender for your brand colour. It’s also a great colour for brands with a soft or luxurious identity.
      8. Brown: Brown is perhaps the least use colour in all of the branding, but that could actually work to your advantage! Any time you do something different, it helps you stand out.
      9. Black: If you want to be viewed as modern or sophisticated, there’s nothing as classic and effective as black.
  4. Designing your Brand Identity: Once you’ve figured out the building blocks of your design, it’s time to work with a designer to bring your brand to life. Your brand identity can be expressed in any number of elements. Depending on the nature of your business, one asset or another may be more or less important. For example, a restaurant should put a lot of thought into their menu and physical space. A digital marketing agency, however, needs to focus more on their website and social media pages. Common elements of brand identity include:
    1. Logo – Your logo is the cornerstone in your brand identity. When working with your designer, you want to aim for your logo to tick off the following boxes:
      1. Clearly communicates who you are and what you value as a brand;
      2. Is visually appealing: simple, clean and uncluttered goes a long way;
      3. Is classic, not trendy: the last thing you want is for your logo to go out of style in 6 months;
      4. Plays along with your industry’s standards—and if you veer off, do so deliberately;
      5. Makes a lasting impression on your audience.
        You also want to make sure that your design partner delivers your logo in multiple formats to ensure you always have the logo you need—and that each is in line with your identity.
    2. Website – Your website is one of the most representative aspects of your branding. Especially if you’re running an online business, your customers will definitely check your website out before deciding to do business with you. Your website is where your brand should come through in full force.
    3. Product packaging – If your product is a physical one, then product packaging is key to attracting the right customers. Whether you’re thinking about the bottled beverage, don’t underestimate the value of good design in improving the experience. Packaging is an awesome opportunity for your design to shine.
    4. Business cards – If you’re doing any sort of business development, you’ll want to stock up on business cards. A well-designed card offers the chance to reinforce a positive opinion of yourself in the eyes of potential clients or customers. When it comes to business card design, keep it simple: your company logo on one side of the card and your key personal details on the other side should suffice.
    5. Email design – Email is a great way to engage your customers and drive business. But most people are at inbox overload, so if you want to grow your business via email, you need the right design strategy to set yourself apart from the clutter. Think about the purpose of the email. Are you trying to make a personal connection? Then keep it short, sweet, and simple. Are you trying to educate? Make a few stunning product images the focus.
    6. Create a brand style guide – Once you’ve got your design assets, you want to make sure they’re used in the right way, which is why you’ll definitely want to create a brand style guide. This document—which outlines your design assets, when and how to use them, as well as any design, do’s and dont’s for your brand. It will ensure that any future design is in line with your branding and generates the right perception with your audience.

      In a Nutshell

      Your brand identity is what sets you apart from the endless sea of competitors. It shows your customers who you are and what they can expect from working with you. And if you want your brand to be perceived in a positive light, it’s crucial that you nail your brand identity and create designs that accurately portray who you are to your customers. And now that you know how to nail that identity, it’s time to start designing.


      3 Comments

      John Maxwell · November 19, 2018 at 8:06 pm

      Thanks for sharing your info. I truly appreciate your efforts
      and I am waiting for your further post thanks once again.

      Jackson · November 20, 2018 at 10:06 am

      This type of enterprise will give you a lot of flexibility
      as well as opportunities greatest and fullest.
      First, quite important that you identify and understand your target group of buyers.

      sky777 · November 20, 2018 at 1:22 pm

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