Creating a strong and effective brand identity is essential for any business that wants to stand out in its market and connect with its target audience. Here are some key points to consider :
Consistency
Consistency is very important for the Brand image. When you think of Macdonalds, the color Yellow comes to mind, and if you see all across their outlets, the same color yellow is very prominent. The proper use of color psychology is very common for every successful brand.
Values
Every brand emits a certain energy and vibe and appeals to a certain kind of audience. It will be very difficult to gauge who this audience exactly is in the initial stage of brand build-up, but once you recognize what works best for you after an appearance in the market, your consumer and the values you want to work on would be very clear. Every client is a human in the end, and nothing connects humans other than common emotions such as empathy and survival.
Visual appeal
Visual appeal is an essential aspect of brand identity. A brand’s visual identity includes the logo, typography, color palette, and any other design elements that represent the brand. The visual appeal of a brand is crucial as it is the first thing that customers notice about a brand, and it can create a lasting impression.
Flexibility: change according to the need of the hour
Kodak could not withstand digital photography technology. Blackberry could not withstand the touchscreen revolution. There are numerous examples like that in the technology industry. The biggest lesson these examples teach us is that of changing according to the need of the hour. Always keep tabs on your competitors and what they are doing, and always have the flexibility to change according to the need of the hour.
Brand emotion
There are various emotions that we attach to brands. For example, we want to feel secure that’s why we buy life insurance. There are a number of local dairies available in every area, but we trust only Amul to provide hygienic milk. If you look closely, every successful brand that you encounter connects with the basic emotions of Security/survival, Vanity, Trust or convenience. Some brands (life insurance companies) ease your fears, some make you feel beautiful, some make your life easy and some are just for fun. One way or the other, they touch your heart through the emotion they convey, the value they add or the problem they solve.
Problem-solving
Do not sell a product/service. But solve on focusing a problem, and your business would take no time to turn into a brand. For example, when Uber/Ola was introduced in India, it solved a prominent problem of the availability of Taxis/autos in some regions. Even in the parts where such services were available offline, having the convenience of calling a cab using their phone gave users a certain kind of control over their time.
If you can’t solve a problem, make people’s lives convenient
The problems are not always very common and major, but if you can’t always find a problem to solve. In that case, try to make people’s lives convenient in one way or another. For example, when e-commerce websites started becoming popular, they did not solve any major problems. It was hard to find time for shopping, but still, people make did with visiting stores on Sunday. But when the first e-commerce stores were launched they promised a kind of convenience that made the problem of not getting enough time for shopping visible and solved in a very convenient manner by providing the consumer with doorstep delivery.
Step-by-step guide for creating a brand identity
Define Your Brand Values
Your brand values are the core principles that your business stands for. They should be closely aligned with your target audience’s values and beliefs. Start by defining what your business stands for, what it offers, and what sets it apart from competitors.
Develop Your Brand Message
Your brand message should be clear, consistent, and easy to understand. It should communicate your brand’s values, what it offers, and the benefits it provides to your target audience. Develop a unique selling proposition (USP) that differentiates your brand from competitors.
Create Your Brand Visuals
Your brand visuals are the visual elements that represent your brand, including your logo, color palette, typography, and imagery. Choose colors, fonts, and images that align with your brand message and appeal to your target audience.
Develop Your Brand Voice
Your brand voice is the tone and style of communication that your brand uses. It should be consistent across all your communication channels, including your website, social media, and marketing materials. Develop a brand voice that reflects your brand values and resonates with your target audience.
Test and Refine Your Brand
Once you’ve developed your brand identity, test it with your target audience to see how they respond. Use their feedback to refine and improve your brand message, visuals, and voice over time.
In conclusion, creating a strong and effective brand identity takes time and effort, but it is essential for business success. By defining your brand values, developing your brand message and visuals, and creating a consistent brand voice, you can create a brand identity that resonates with your target audience and sets your business apart from competitors. Contact Dev Opus today for creating a brand strategy that would totally resonate with your audience!
