by Kenal 

October 24, 2020

Creating A Brand Identity
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The following article provides some key tips on how to create a brand identity. If you are Interested in developing and establishing a brand identity, you should find some useful tips.  Let's dive into the content.


Getting Into How to Create a Brand Identity

One way to stand out from others on what you do is to create a brand identity unique to you or what you do. However, a strong brand presence is not something you create at once.

It requires a complex, strategic approach defined by critical thinking and fine attention to details. Talking about fine attention to detail, you need a team with the requisite design skills and a firm understanding of your business or brand. This way, mistakes during the creation process can be identified and avoided.

While creating a unique identity may seem like a difficult task, it is one that can be done with the right knowledge and guidance. This is why we have decided to provide you with the required guidance on how to create a unique identity for your brand starting with the basics.

Knowing What Brand Identity Is About

Everyone, especially beginners, has their different understanding of what brand is. 

To some, it is the brand logo and to others, it is the brand's infographic style. There are a few others who don't have an idea as to what a brand identity is.

Simply put, branding refers to the outward feel and look of your brand. When people think of your brand, what do they hear, taste, or feel that is unique to your brand? 

Whatever that is, it can be said to be your identity. In more general terms, brand refers to the way or mode a brand communicates to the world around it, stands out from the competition in the market place, and create an experience that is unique to the brand's audience.

A successful branding campaign should educate its audience on what the brand is and what it offers. It is also expected to convince prospects and inspire increase sales.

To be successful with your brand and beat the ever-growing competition, you need to not only create a brand but a strong one. 

A good brand should always create a reputation that precedes your business and guarantee long term success.

How to Create a Brand Identity

How to Create a Brand Identity


Components of Brand Identity

Components of Brand Identity

Components of a Brand Identity

The infographic style, palette choice, or logo design alone do not make up a brand's identity. Branding includes all of these and other comprehensive features. 

It is a carefully developed language that suits your brand or business type. The components of a branding campaign differ based on what your brand does, but the most important components include:

  • Brand logo
  • Color options
  • Design type
  • Typography
  • Interactive Features
  • Data visualization
  • Web design
  • Photograph
  • Infographic style

You need to note that the uniformity of brand identity is key. So, you have to consider the different platforms of your brand when designing a brand.

What Makes A Brand Identity Strong?

For a brand's identity to be strong, long-lasting, outstanding it has to work for everyone. Everyone here includes people working for the brand and those the brand is working for. For a brand to be strong, it has to be -

  • Outstanding
  • Impactful
  • Flexible
  • Scalable
  • Complementary
  • Easily applicable

These elements are to be considered as a whole and not independently when embarking on the design process.


Building a Brand Identity That Sells

Over the last five years, a lot has changed with the way brands market their products and services. The social media space, search engines, and technological advancement generally have been the major driving strategies for content creation. Brands, today, make use of content marketing as a major driver to increase sales.

To succeed in marketing as a brand, you have to create an undeniable perspective - a clear and strong identity. Building one doesn't happen overnight, but with this step-by-step guide, you can build a brand identity that sells.

Carry Out a Thorough Market Analysis

To create a brand that sells, you need to start by knowing the marketplace and who your customers are. 

When starting a brand, you have to understand the marketplace and discover the best selling point. You also have to figure out what customers think about the products and services your brand looks to offer.

No matter how good or unique a brand may seem to be, it will fail if not targeted at the right audience.

Other than analyzing who your customers are and what they want, you have to also carry out an analysis of your competitors.

Examine their brand identities for its uniqueness and faults. What strategies can you employ to differentiate your brand from those of your competitors?

Perfect the Brand Strategy

If you are just starting your brand or looking to rebrand after a while, you have to draw out a brand strategy.

This is a comprehensive framework that spells out what your brand seeks to achieve and how it is going to achieve it. Here, you have to set out the purpose of the brand as well as its vision, mission, and core values.

This should be at the opening of the brand strategy as it is referred to as the heart of your brand. Then, the strategy is also expected to include the brand's value proposition and messaging pillars.

This is referred to as brand messaging and it explains to customers how your brand intends to serve them differently.

After you must have prepared the heart of the brand and its message to your business audience, you can then move on to select the elements of your brand. These elements as provided above include logo, palette, and color among others.

Building A Brand Identity That Sells

Building A Brand Identity That Sells

Analyze Your Current Brand Identity

For the effective building of a brand, you need to break it down into phases.

Each phase requires a critical approach where you will evaluate and re-evaluate every step of the process before settling on a thing.

Whether you are creating a new brand entirely or trying to rebrand an old one, you should start by digging into your current brand.

What is the current state of your brand's identity? Is there a way you can tweak the existing brand identity to reflect your new desires?

Providing detailed answers to these questions can help simplify the process of building a brand that sells. How best can you create a identity that communicates well internally and externally other than reflecting first?

Identify Your Brand's Creative Elements

After a careful analysis of your current brand through self-reflection and consultation with stakeholders, you can start developing your creative elements.

In doing this, you have to bear in mind that with this identity, you are making a voice for your brand and it has to be a uniform voice.

Creative elements used for branding are what reflect its visual vocabulary. So, to create a distinctive voice that resonates with customers, you have to go for elements that are consistent and cohesive.

In choosing creative elements for your brand, you have to analyze your target audience taking into consideration key factors. These factors include gender, age, location, and orientations.

Pay Attention to Your Competition

Creative elements for your brand identity should not just consider your target audience alone, but also your competitors. The essence of having a identity is so that you stand out from other brands offering similar services as yours.

How do you do this without paying attention to the competition that exists? It is not enough to put together the best creative elements needed to build a strong brand, you have to ensure it gives you an edge over others when it comes to perception and presentation.

Draft a Creative Work Plan

With all the above steps figured out, don't just jump into designing an identity. Take out time to draft out a creative plan. The essence of this is to ensure you and your team are on the same page concerning the details of the design. The creative plan focuses more on the design itself and ensures it aligns well with your brand and communicates with your customers. Keep the creative plan brief but detailed focusing on the basics alone.

Decide On the Best Visuals to Use

With a creative brief drafted, it is time for you to make a visual concept out of it. Every information that has been written down has to be carefully translated into a visual language everyone can understand. For many, this is always the most difficult step because you have to create a mental picture using visuals.

You might be wondering what is difficult about this considering that there are several ways to create a mental picture. The fact that there are several ways to create a mental picture means that there are several interpretations that can be given to one.

So, the difficulty here lies in you being able to send one message - that of your brand to viewers when they come across your brand identity. To do this, you have to focus on those elements that trigger the strongest emotional response.

Work On Individual Elements

Earlier on, you must have selected certain creative elements that, by your analysis, will stand your brand out from others. It is at this stage you will have to design those elements individually, but in a way that they complement themselves. Let's examine some of the major creative elements and how you can work on designing them.

Brand Logo:

The logo is a very important element of the overall identity. You have to ensure that it is made up of strong imagery capable of communicating a message to the audience.

The best brand logos have always been simple ones. Be creative with the logo, but keep it simple.

Brand Colors:

Colors are as important as the logo. Think of any notable brand you've come across and there is a color that comes to mind.

Colors appeal to the emotions, which is why they have to be carefully selected. Keep your color palette clean and simple, don't make it overwhelming.

Brand Typography:

Brand logos are what influence brand typography. You have to make sure the element in your design complements themselves and communicate a visual language easily understandable by viewers.

In choosing the best typography for your brand, you necessarily don't have to go for the common options. Do not use several fonts to create an identity, it makes it look overwhelming

Photography:

To create brand awareness, you will need images to advertise the products and services that your brand offers. From the start, you have to determine what type of images are considered appropriate and those that are inappropriate for your brand.

More people on the internet today are interested in images especially when they are used to tell stories. Knowing how to use images to tell stories about your brand is a good way to stand out from the competition that exists in your brand's marketplace.

Review the Brand Identity

After developing a brand, you have to take out time to review every aspect of it. You have to be sure every detail of the identity is attended to. The review of the identity can be carried out with your staff and major stakeholders.

Creating a brand that is unique to the products and services that your business offers is very important in today's world. This will help to create brand awareness, increase sales, and give you a competitive advantage over others in the marketplace. However, beyond creating a brand's identity, you have to know how to create an identity that sells. This is why we have provided you with the step-by-step guide above.

As important as identity is, you have to understand that in business, change is constant. To remain relevant as a brand, you have to constantly analyze and refine your brand identity to reflect the reality of changing times.

Technological advancement requires that your brand is constantly opened to new strategies and tactics. You should not just design a brand that is static and glued to a wall. You have to make sure your brand is refined to reflect your thoughts and business values per time.

How To Create A Brand Identity, Branding Identity Development, Creating A Brand Identity, Branding and Development, Branding Strategy, Brand Design, Brand's Identity, Branding Design

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Kenal Louis - Graphic Designer

About the author 

Kenal

I am always pushing the boundaries of my own imagination whenever I create an artwork. Whether it is a digital painting, traditional painting, or pen and ink drawing, I challenge myself with each creation. Follow me on Instagram @kenallouis to view stories and my most recent works in process and the ones I don't share on the website.

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