Building a reliable, consistent brand identity is critical for marketplace success. Consumers want something they can relate to, and a brand’s identity is what the potential customer relates to. Investopedia, in an informative article on brand identity, defines brand identity as:
“…the visible elements of a brand, such as colour, design, and logo that identify and distinguish the brand in consumers’ minds.”
Before looking at five essential elements every successful brand identity should include, this article offers guidance on how a company can go about building a brand identity from scratch in four steps:
How to establish a brand identity:
1.Analysis of company and market
Like most industry professionals learn in Marketing 101, a SWOT (strengths, weaknesses, opportunities, threats) analysis should always be the point of departure when building a brand identity and preparing marketing. This shows the company what it does well, where it needs to improve, and a possible brand niche to tap into.
2.Determination of business goals
Why did the business go into business in the first place? Marketers and managers should collaborate to identify, on a deep level, the purpose behind their products and services, and what they hope to achieve should the company flourish. One brand’s goal might be to stop rhino poaching and may incorporate wilderness-themed elements into their identity.
3.Identification of ideal customers
Step three involves persona development, where much brainstorming should take place to determine one thing: who is the brand’s ideal customer. Not necessarily the largest demographic, but the perfect demographic. If you know your customer, and you know who they’d most likely relate to, you can start building a brand personality to cater to the customer’s preferences.
4.Establishing of personality & message
To create the brand’s personality, which includes how it will communicate with stakeholders, the company must understand its clients and what they want. If the business goals are to make customers laugh, improve their lives, and save the oceans, a brand should think about what type of person would have those similar aspirations – and personify them.