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  • Hasan Kurşun

How to Develop a Brand Identity and Why it's Important?

Without a strong brand identity, businesses are now fighting for attention on a crowded shelf. With the barrier-to-entry lower than ever, companies are scrambling to make it onto the crowded shelves.



Overview of Brand Identity

A brand identity is the framework that brands or companies use to represent and explain themselves to their customers. It encompasses everything from color schemes, fonts, and overall theme to imagery, logo, and taglines. A strong brand identity defines a brand in a way that's unique, but easy for people to relate to, and can be molded to adapt to changing consumer demands. Brands must have a unique identity to ensure their visual design identity stays consistent, coherent, and doesn't fade away over time. Even though you may be able to quickly see the similarities between a brand you're familiar with and a new up-and-coming business, it's ultimately your brand identity that will help you stand out and appeal to your target audience. So how do you begin?


What is Brand Identity?

The brand identity of a company or brand can be generally described as a "smile that shows up on the face of the brand." Think about your favorite brand of makeup. The consumer expects to see and feel the brand's smile as soon as she spots the product. Without a brand identity, every consumer is left with a new face that cannot be recognized by the brand's audience. Every time someone buys a new product, the entire brand identity is at stake. What type of customer will it attract, and what will they be like? Organizational Branding: Brand Identity for Businesses Businesses typically use Brand Identity and Logo Design Tools to create a brand identity. This allows for precise, objective branding and identification of products and services for marketing purposes.


How to Develop a Strong Brand Identity

One of the best places to start is by understanding your audience. What do they value, and why? How are they spending their time online, and what do they like? As a business leader, this can often be difficult to determine. If your customers share an emotional connection with your brand, though, it becomes incredibly easy to leverage this insight to create a clear, unmistakable brand identity. This is the first step toward branding your business. Done well, a strong identity will help you create and drive brand awareness, invigorate marketing campaigns, make better product decisions, and position your business as a leader in its field. Without a strong brand, a business is doomed to fail.


Define the Core Values

Brand identity is about more than a pretty logo and a marketing team. It's about telling a story, about what you stand for. Your brand identity tells the story of who you are and the values you hold true to. There is no shortage of resources and companies offering print and visual brand identity templates. But making a brand identity truly your own requires you to define your brand values early on and allow them to shape your brand. This will help ensure that your logo or visual brand identity actually represent what you stand for, and ensure that customers get a true sense of who you are before they even interact with your business. Plan Out your Brand Brand identity starts with a clear, honest idea of what you want your brand to stand for.


Define the Target Audience

Before you launch a brand, it's important to know who your target audience is, and how you'll be reaching them. In a sea of crowdfunded projects, startups, and businesses alike, how can you be confident in your message, your brand's message, and your target audience's ability to relate to it? For product startups, having a target audience in mind is a relatively straightforward process. Users of the product are a completely separate category, usually having different needs than end users of the product. With that in mind, you can take a look at your target audience and identify how they might engage with the product. Are they early adopters? Early majority? Special types of users? Likely users? The more you know about your target audience, the more ready you are to start marketing.


Create a Visual Language

Think about what you would like your brand to represent and then develop a visual language that supports it. When a company comes to us with a limited number of words and images to create a brand for them, we immediately ask them for a story. Identify Your Target Audience One of the most important things when developing a brand identity is to understand your target audience and what it is that they value. From there, you can be guided in the type of content and the language you should use to reach out to them. Once you have a rough story in place, it’s time to explore different mediums. We are in the era of content overload, and the way your audience consumes content is changing, too. Identify where your audience hangs out online and align your content with the content they consume.


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