On my first day at Pandora's Box, the team shared details about the firm (how we presented ourselves) with me, along with a brand guidelines book.
That moment reassured me of brand identity's value and how important it is for us (the team) to stay true to it.
So today, I'll show you how our brand consulting built one for them and helps others do the same.
What is Brand Identity?
A brand identity is a set of visual components used to help customers remember and distinguish your brand from other competitor brands.
Why is Brand Identity Important?
A well-defined and maintained brand identity helps you position your brand in the market.
It guides you in attracting new and retaining existing customers to increase brand awareness and loyalty.
How to Develop Brand Identity in 4 Easy Steps?
You can follow these steps to build one –
Research Your Audience, Value Proposition, and Competition
You should conduct market research to get an idea of whom you want to target and what makes you different from the competing brands.
Here, we try to find the customer's pain points and figure a way to position our differentiating points as benefits in their minds.
Design Elements for Your Brand
Now that you know your business inside out, it's time to bring the brand to life through visual elements.
Here are the components you can consider developing –
Logo: It's the most recognizable element of your brand. It appears on everything from your website to online ads to business cards.
Color and Font: You should choose a color that evokes emotions you want to associate with your brand. The font should be attention-grabbing and relevant to your business.
Shape: You want to have packaging and a form that is easily recognized.
Tiffany's packaging or McDonald's golden arches' iconic ‘M' form are two such examples of shape and form.
Templates: You should consider making templates for your communication to give your brand a more unified and credible look.
Think of the Language You Use to Communicate
Here, you try to find a language that best suits your brand personality and connects well with the customers (tells a story and evokes emotions to build a lasting relationship with them).
Monitor Your Brand Identity
You should keep track of performance metrics and gather customer feedback to find areas to improve and change your identity when needed.
What Should Your Brand Identity Be?
Consistent: It should be consistent throughout all areas of your business (online and offline) to make it easy for people to remember and recognize you.
Flexible: It should continuously adjust and modernize with time to keep your audience interested.
The key is to keep any change you make consistent throughout your entire brand.
Clear and Unique: It shouldn't copy competitors and avoid mixed messaging to confuse or turn people away.
I like to say that developing a brand identity is the holy grail of branding, as it builds a foundation for all your initiatives.
That's all from my side of how you can make brand identity.
If there's something you want to add or ask, feel free to reach out.