Creating a brand identity from the ground up is no easy feat. What do you want people to think of your business? Will it strike a chord with the right audience? These questions and more should inform your approach.
And by the way, a brand is more than just a logo!
In this guide, we’ll cover exactly how to create a brand identity for your firm. Whether you simply have a business idea or are considering a rebrand, here’s what you need to think about.
What Is A Brand? 🤔
The fundamental question at the center of it all is: what exactly is a brand?
Investopedia defines a brand as “a product or business that has a distinct identity in the perception of consumers.” Most people talk about “brands” and “branding,” but might not understand what it means. It’s often used interchangeably with “logo” and “packaging”, but there are more elements to a brand than that.
Simply defined, your brand is what people think about when they see or hear of your business. As a result, it’s crucial to get your branding right.
How to Create a Memorable Brand
Creating a brand is one thing; creating a memorable one is a different story. You need to develop a strong identity and create a consistent line throughout all your messaging. Here’s how.
1. Choose a Brand Personality
With any business, it’s important to get the brand personality right. A strong personality helps customers identify with your business and connect with it on an emotional level. Consider what adjectives you would use to describe your brand.
Are you funny and personal, or serious and professional? When you know your brand, you can design everything around the personality. For example, choose a blue, muted color palette to reflect a serious law website. Or, pick playful, bright tones for a fun app (think Duolingo).
Here’s how you can think about your brand personality:
- Look at your competitors: What are other companies in your industry doing? You might want to stand out, but sometimes your industry calls for a specific tone.
- Consider your product and audience: If you offer accounting services, chances are you want to be serious. However, if your target audience don’t know anything about accounting, then you can consider a friendly, approachable tone.
- Ask people: Consult your family, friends, and employees when making branding decisions. They might pick up on things you’ve missed!
With your brand personality, you should design logos, colors, and fonts that are easily recognizable. They should also reflect your personality well so that those unfamiliar with your brand instantly know what you’re about.
A signature color can increase brand recognition by 80%, so it’s important to get this right!
2. Choose a Memorable Name
Naming your company is hard. We know—we’ve been there. You might think you should name it after something personal and meaningful, right?
Well, if you’re naming your business after a random childhood memory or what you did last summer, we have *news* for you: You’re doing it wrong.
Customers will frequently meet your brand’s (company) name as the initial part of your brand. It’s critical that the name be unique, genuine, memorable, and long-lasting to resonate with your target audience.
It should stick in their thoughts 🧠, develop and sustain consumer trust, and stay relevant as your business grows. 46% of customers would pay more to buy from a brand they trust, which is why it’s important to come up with a name that resonates with your target audience.
Your name doesn’t need to state what you do. To tell that story, you’ll employ other branding elements.
3. Define Your Values
Your values are the core principles of your business. These beliefs guide every decision you make and every action you take as a company leader.
4. Translate Your Purpose Into A Mission Statement 📝
When you know your purpose, you can translate it into a mission statement. This is an action plan for achieving your purpose. When writing one, consider why you started your company and what you hope to achieve in your industry or the world at large.
Your mission statement should be easy to understand. You can post it on your site or include it in your employee handbook so it’s clear to everyone.
Your mission statement should inform your brand strategy. It’s at the heart of everything you do, so refer back to it frequently.
5. Grow Your Online Presence 🧑💻
These days, it’s essential to grow your business online. 60% of the global population uses social media, many of them every day. It’s an invaluable market to help you reach your target audience.
Here are just some of the advantages of marketing online:
- More customers: Drive web traffic to your business and boost your sales with online ads. There are thousands of potential customers waiting if you know where to find them. Plus, it’s easy to narrow down and reach your target audience.
- Brand recognition: With strong visual branding, you can increase recognition and awareness. If your branding is consistent across your website and social media, customers will begin to recognize you.
- Trust: As customers see your brand over and over, they build a relationship with you. With this increased trust, you can make more sales and build loyalty.
It’s important to learn how to keep your brand consistent across all marketing materials. Doing so creates a positive and consistent brand experience every time a customer encounters you.
6. Create with Passion
You might feel overwhelmed by the sheer number of details to consider. It’s true that there’s a lot to think about. However, if you create from the heart 💕, then it’s easier than you think.
In the long term, refer back to your mission statement. Why did you create your product or service? As you think about your core identity and values, you can stick to your true brand personality. The visual elements will follow suit.
7. Keep Yourself Fresh
You know what they say, “out of sight, out of mind!” And it’s true—when you’re not top-of-mind for your customers, they’re not thinking about YOU. They’re thinking about your competitor.
People are forgetful because they have a lot on their minds. That’s why it’s so critical to stay in contact with your customers and keep your business in their minds.
Having a strong brand identity alone is not enough. Consider your brands strengths, weaknesses, opportunities, and threats 💪. One threat is customers forgetting about you! You need to be present, keeping your brand image at the forefront of their minds.
Alongside cohesive branding, be consistent with social media posts, newsletters, and ad campaigns. That way, you’ll remain fresh in the minds of your audience.
Make a Memorable Employer Brand
When you create a business with purpose, it’s easier to remain consistent and build a strong brand. Another aspect to consider is employer branding, which is the way employees and job prospects view your business. Nailing your employer branding will help you grow your company.
Improve your employer branding with Tommy 🐶, the one-stop suite with everything you need for flexible work. From time clock kiosks and employee messaging to easier scheduling and attendance tracking, Tommy can be your trusted partner.