A brand identity both encompasses and reflects every element of your business. While the visual assets of your brand, such as its logo or fonts, are part of your identity, branding is about much more than simply designing an emblem or choosing corporate colours.
To create a successful brand identity, you’ll need to spend time thinking about the values and ethos behind your business. By channelling these into your brand, you can be confident that your identity will be authentic. To great a head start on creating a brand that will outperform your competitors, take a look at these top tips and supercharge your brand identity now:
Image via Pexels – CCO Licence
1. Identify What Your Brand Identity Consists Of
If you’ve never created a brand identity before, you might be surprised at just how much goes into it. A brand should include various elements, including website design, logos, custom typography, video and motion, iconography, data visualisation, graphics, photography, colours and interactive features. Furthermore, these assets need to be useable across a variety of mediums, which means your designs will need to be tested to ensure they work well at varying sizes, in print and online.
2. Consider Reviving an Existing Brand
Building a successful brand doesn’t happen overnight. If you want to fast-track your brand creation, why not consider reviving an existing brand? Take a look at the history of Alsta to see how Angus MacFadyen successfully brought an existing brand back to life. By building on the trust and authenticity of the brand name, you can ensure your current enterprise benefits from the same recognition and attributes.
3. Be Memorable Yet Flexible
A brand identity should be memorable and consistent, but these aren’t the only things it should be. Over time, your business will change and evolve, so it’s important your brand identity can change with you. It can be a fine line to balance consistency with flexibility, so spend time thinking about how your brand identity will adapt to your changing business. By choosing scalable designs and flexible assets, you can retain the freedom to subtly modify your brand identity, as and when you need to.
4. Focus on Customer Personas
Your brand identity should reflect your company’s personality and ethos, but it should also be an identity that your customers want to engage with. When you’re creating your brand identity, be sure to use your customer personas to inform your decision-making. A company selling cutting-edge products aimed at Gen Z probably won’t benefit from a traditional brand identity, for example. By using your customer personas to help create your brand, you can ensure that your target audiences will actively want to engage with your business.
Using Your Brand
Your brand identity should be apparent in everything you create, from your website and social media posts to your products or services. When you can successfully incorporate your identity into every facet of your business, you know you’ve created an identity that represents the core values of your enterprise and speaks to your target market.