How To Create A Great Brand Identity

October 5, 2016 Branding, Uncategorised 0 Comments

Chances are, if someone mentions the term “Australian airline” and you see a picture of the logo below, you will automatically think of Qantas. This is the result of having a strong, clear brand identity.

When your business has a strong brand identity, you will be able to:

  • Increase the recognition of your business among potential customers
  • Create loyalty with your existing customers
  • Differentiate yourself from your competitors
  • Clearly convey your business’s level of quality, service and reliability
  • Influence the buying decisions of your customers

 

What Is A Brand Identity?
Your brand identity consists of items such as the colours, logo, design and tagline used in your marketing materials. It is a way of defining your company to yourself, employees, your customers and other external parties. An effective brand identity helps identify your goods and services as being yours, and differentiates you from your competitors.

A simple way to think of your brand identity, is to think about your company as a person. Asking the following questions will help you begin to understand what your brand identity could be:

  • How do you want your company to be perceived?
  • What values do you want to convey?
  • What kind of reputation do you want to have?

5 Steps to Create A Great Brand Identity
Creating a brand identity starts with analysing your business, customers and your market.

Here are 5 questions to get you started with creating your brand identity:

  1. What is your brand position? – Your brand position helps explain your business’s unique value and how it benefits your customer. It should define exactly what your business does, who it is for, and why your business is different from competitors.
  2. What is your brand promise? – Your brand promise is what your business promises to deliver to your customers – every single time. When thinking of your brand promise, consider every person that comes into contact with your business, and what is expected of you in every interaction.
  3. What is your brand personality? – These are traits that you want your business to be known for. Examples of this are: Dove – Purity, or Harley Davidson – Rebellious.
  4. What is your brand story? – Gives credibility to your brand by discussing the history and origin of your business. For example, “Our graphic design company has served companies in the Brisbane area for over 5 years”.
  5. What are your brand associations? – Also known as “Visual Brand Identity” these are the actual visual devices used for your brand identity. Examples include your tagline, logo and business name.

Infusing Your Brand Identity Into Your Marketing
Once you have worked out your brand identity, you are able to convey the qualities you discovered above in your marketing, by creating a visual brand identity.

The visual devices used in creating a visual brand identity typically include:

  • Logo – this is a symbol of your business
  • Tagline – a short phrase that encapsulates your brand’s identity
  • Stationery – on business cards, letterheads and envelopes
  • Marketing materials – brochures, flyers, catalogues, ebooks
  • Packaging and Products – the packaging of the products you are selling
  • Signage – both inside and outside your business premises

As you can see, a strong brand identity is crucial for making sure your business stands out and is easily recognised.

If you are looking to create your own visual brand identity, but don’t have the time or expertise, then The Room Design Studio can help create a professional looking brand identity for you. Contact us today to find out more.