Irrespective of the industry, every prosperous fortune 500 company or business, prioritise their brand building activities over any other aspect of their corporate manoeuvres.
For a marketer, to create a brand identity is to think of everything from the logo to the marketing materials.
It starts from the story of the business and then is carried out to the brand name, the message it wants to convey, support system and everything else that can help it stand out from others so that the masses can add it to their favourite brand's list.
All of this is impossible without creating a brand identity which can only be related to the customer needs.
Likewise, creating logo designs along with the execution of marketing campaigns are the basics of building a secure brand identity system.
However, it takes a lot more than that to get your brand noticed.
It is about how you build a strategy around your brand by keeping everything intact in its first place to offer your consumers a hassle-free experience.
To give you a better idea how you can create a distinctive brand identity, I have compiled the ten best tips for creating brand identity after analysing the achievements of top marketers in the world who were behind the prestige of many successful brands.
1 – The 3 Brand P's
As a student of branding and advertising, we all are aware of the 7 Ps of marketing.
However, branding also has its P's, the three which I will list below:
A – Purpose
Determine the subliminal purpose of the brand.
What are its values and what are the value propositions around the name?
B – Promise
An important aspect which also determines the brand personality.
What promises you should make to your end user and how you can achieve it?
C – Potential
It is a reality check for the brand.
You have to analyse the potential of your brand.
Find out how much would it take for you to become the market leader and how much time and effort it requires to get there so you can make promises around it.
These three P's comprise your brand plan.
You have to fit this plan with your business strategy and business model so that, from top to bottom, all the machinery of your business works on the same page regardless of day or night.
2 – What do people say about you?
When you create a brand identity, one thing you have to take into consideration is what people say about you, (or how do they see you) rather than what you think about your brand.
This is why, before even sitting in all those nonstop brainstorming sessions, you have to get out and ask people how they see you in the first place.
However, ‘getting out' doesn't mean by getting out on the streets.
In the age where everything has its digital presence, you can use these mediums quite easily for research.
Just Google your company or product and find out what people are talking about you in their social communities and on forums.
Conduct research and then analyse it to make sure you have your facts right and whatever you are trying to build also have people's input included.
3 – Begin from the inside out
There is a saying that ‘change starts from within.'
It can also be applied towards the branding sector.
Once you are aware of the opinion people have for your brand, it is time to bring a change to your company so that you can change the thoughts of the beholders if required.
Ask yourself, what personality or identity do you want to correlate with your brand name?
Bring that attitude and impression in your employees first so they can create materials and content that inspire others as well to think like you want them to.
A significant portion of every brand building campaign is to make people think according to your desire.
For this, it is necessary to work diligently to reflect the same behaviour in your marketing campaigns too, as it is the only secret to set up an ideal brand identity.
4 – Show Consistency
Someone who is inconsistent with their attitude, work or behaviour makes it difficult to build an image of them in your mind.
Branding also works on the same phenomenon.
A brand is like a person – that is why people relate themselves to particular names or products.
A person with zero consistency cannot get the affiliation they aim for.
As a marketer, you have to make sure that all your marketing content and materials remain consistent and relevant to the vision behind its creation.
The promises you made yesterday should never oppose the claims you are making today.
Your marketing should look like a story in which every character is playing its role actively.
“All of your communications and marketing assets should tell your brand's story.”
An alluring brand story cannot afford any inconsistencies.
The moment people start pointing out inadequacies and disagreements in your accounts, you are going to lose your hard earned personality within the blink of an eye.
5 – Give Value, Earn Value
Regardless of the quality of products or services you provide, without giving value to your customers, you are not going to survive long in this ever saturated industry.
When you create a brand identity, not just with the customers, you should produce value in whatever you do.
Even if you are not manufacturing high-end products like smartphones or computers, you can still bring value to your customers.
Although, the creation of value is not that hard.
Perhaps, it is one of the primary objectives to achieve as it works like a bedrock in your brand stability.
The following are a few things to keep in mind while bringing value to your customers.
• Determine what element of your service or product makes you different from others?
• What value can you provide which your competitor is unable to?
• What amount of value your product is producing compared to the price you are charging?
Ask few of these questions in the brainstorming session, and answers would help you to start producing value for your brand.
6 – Use Online Platforms
These days every human has internet access at their fingertips.
How can you ignore this opportunity to reach out to the masses?
Build your platforms like a blog or a website from which you can amplify your voice and content to others.
Not just to raise your voice, you can also hear the feedback from your consumers through your website.
These mediums will help you stay in touch with your customers and keep them engaged with your updates.
Social media platforms like Facebook and Twitter can turn out to be a bridge in filling the gap between you and your target audience more efficiently than any other medium.
However, keep a few things straight while managing your online presence on these channels.
While dealing with an audience, you have to be authentic and as responsive as possible.
Build a community and promote your message by using some visually appealing deals and offers.
7 – Be a Trend Setter
Taking the benefits of trends is mainstream these days.
In fact, it is one of the most critical aspects of the process of brand awareness.
It is not essential that you act in response to every new trend in your industry.
Perhaps, it is better to create your own by introducing a new trend in the industry.
Choose the perfect time to create an impact which can take your brand to the next level with a single hit.
8 – Create a sensible narrative
Once you have found a sector of the audience you want to target, you have to build a sensible narrative around them.
This narrative should be good enough to not only attract them but also build their trust in you.
There are many ways you can build a brand narrative.
One of the most clichéd ones is to relate your heritage and history within that section of the audience and make them feel that you are one of them.
It has been a tried and tested idea and still is doing wonders for many brands.
However, just for the sake of uniqueness, you can always bring something new to the market with one condition of sense and relate to that part of the audience.
9 – Don't be everything to everyone
When you try to please everyone by doing everything they want, it is the time when you start losing the plot behind this whole brand building practice.
You cannot deliver everything to everyone just for the sake of respecting their demands.
Things that relate to your brand's idea should only be entertained by you as a whole.
By doing such things, you may be able to satisfy a few.
However, you are going to annoy the majority of customers, which will deteriorate the brand relationship with your prospects.
10 – Look at the bigger picture
While considering when to create a brand identity, showing concern about just the design of your logo or towards the essence of the next product you are going to launch is not going to help you.
You should focus more on the entire landscape of your brand identity as this is something which can make a difference in your brand personality.
Therefore, when you create brand identity, you have to make sure that in the broader picture, your brand performs the way you wanted on the first day.
Author Bio: Sarah Lauren is a content production associate at INGIC, a logo design company. She has been diligently performing her role in the content marketing domain since past four years. She loves soft music to get healed from despair. Follow her on Twitter: https://twitter.com/sarahlauren990.
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