Have you ever wondered what makes the logo of some brands memorable among audiences? For instance, the Tata Group is instantly recognisable for its trustworthiness. Another example, Amul is famous for its picture of a girl which is used for its advertisements.
These are just a few examples. There are many such brands whose logo instantly pops up in our minds as soon as we hear about them. But why individuals are able to associate with these brands so easily when there are so many companies vying for the attention of the consumers?
It is all about brand identity which is quite a powerful tool in today’s market. Brand identity is more than creating a logo. It encompasses the values and voices the brand is trying to evoke among the audience. Moreover, with the emergence of the world of technology, the marketing efforts and branding process of businesses have highly evolved allowing marketers to understand and target audiences in a more defined way.
The modern approach to developing a brand identity is extremely essential to set you apart from your competitors and effectively connect with the audience.
In this blog, we will discuss the key steps to creating a unique and memorable brand identity.
Brand identity refers to the visual and verbal elements that the company uses to convey its values to the target audience and distinguish it from others. To develop a strong identity for your company, a reputed branding agency in India emphasises on brand’s name, logo, colour palette, typography and imagery to establish a recognition in the eyes of the consumers.
In other words, we can say that brand identity is the personality of the brand just like we humans have different personalities. Remember that developing a relatable brand identity does not happen in one day. It requires audience analysis and careful planning for its successful implementation.
Do you want to build a distinctive brand identity with which you want your consumers to connect with your business instantly? Here are some of the effective strategies which you can implement.
The foundation of a compelling brand identity is to build a strategy which greatly relies on research. Market research involves knowing the consumers, including their demographics, preferences and behaviour. This also involves gathering information about the evolving trends in the market and analyzing the competitors. A branding agency in India performs a SWOT analysis to understand where your brand can thrive and where it may face challenges.
Brand voice is how you communicate with the audience. It includes the language, tone and style of messaging. Developing a consistent brand voice will generate emotions among consumers. Try to find out what your brand wants to convey and then create a brand voice accordingly i.e., whether it is funny, sarcastic, serious or professional. Once you have identified the brand personality, include the same tone and style while publishing posts on all platforms.
Visual identity refers to the logo, background colour, typography and other elements. The visual identity of your brand should create a feel among the audience and align with the brand's innovation and creativity. For example, the colour should be similar to the brand’s personality. The font must match the design and aesthetics. Moreover, the logo should be such that the audience can remember whenever your brand name comes up.
Another way to create a brand identity that is different from competitors is to publish engaging content to build a loyal customer base. Publishing content includes blogs, social media posts and videos. Creating high-quality and unique content caters to the needs and wants of the customers, thereby building trust and credibility.
A unique selling point (USP) is what makes your brand stand out from the competitors. While building the brand identity, a branding agency in India identifies the USP of your product or services and includes it in your marketing efforts. The USP can be anything -it could be a specific feature, the company’s mission and values or the benefit your brand offers to the customers.
Brand identity must not be something static. If required, you are required to rebrand your company. While doing so, remain true to your brand’s core mission and vision. Also, don't change the essence that makes your brand unique.
Developing a brand identity takes time and effort. By following the above steps, you can create a strong brand identity that will resonate with your target audience and foster business growth. Also, remember that consistency is the key. The brand logo, the company’s mission, vision and USP must align together to set you apart from competitors.