In today’s overcrowded marketplace, the need for a strong brand identity is more important than ever. A unique brand identity makes your business not only recognizable but also develops trust and loyalty among the audience. Here is the step-by-step guide for building a brand identity that stands out in a competitive market.
1. Define your brand's core values and mission
Identify first what your brand stands for. Your core value is the ground from which the brand takes identity. It can always come with this mission to help distinguish your brands. What is it that your company wants? It doesn’t necessarily mean it has to profit but perhaps impact lives or serve your customers well. Is this for the sake of innovating something unique in the domain? You could do this and help in shaping a niche of another type of brand.
Example: Like TRIOS Coworking, a brand proclaiming itself as sustainable and productive. Their mission appeals to the target audience that makes their identity clear as well as compelling.
2. Who is Your Target Audiences?
It is very important that you know your target market in creating a brand identity that will really speak to people. You can create customer personas by knowing their demographics, preferences, challenges, and buying behaviors. This way, you’ll be able to tailor your brand’s voice, message, and visual style to speak directly to your ideal customers.
Tip: The more you are in tune with your audience, the better your branding will relate to their values, hence increasing the chances that a lot of them will form emotional connections with your brand.
3. Unique brand voice and messaging
This may vary between your social media and email, even up to a point of including all those newsletters sent to the entirety of your users; but must be very uniform as represented in the messages the audience hears from their brand. This may become very fun and chatty, authoritarian, playful or absolutely professional and this might bring out a personality your target would be responding well to.
Additionally, also develop the messaging that represents the UVP of a particular brand. Your UVP should let the customers understand why they should choose you over competition.
Example : Apple has a brand voice that sounds sleek, simple, innovative, and fresh, therefore appealing to its customers on the grounds that they give importance to their style as well as want the best technology in place for them to use.
4. Design a Memorable Visual Identity
Visual identity refers to your brand’s logo, color scheme, typography, and imagery. This is the first thing most people notice about your brand. Therefore, it should represent your brand’s personality and values. A consistent visual identity across all customer touchpoints-from your website to social media-helps make your brand more recognizable.
Pro Tip: Color psychology applies to this rule as well. Trust and reliability are most closely related to the color blue, whereas red is an effective option for excitement and call to action. Use colors and fonts that reflect the brand’s essence.
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5.Consistency Across All Channels
Brand voice, message, and all those visuals on social media, the packaging of the product, or even on the website of the company must make a strong identity. In this way, consistent branding becomes a means of creating trust with customers.
For example, Coca-Cola uses identical branding worldwide-from the vivid red color and the logo of its signature to the encouraging and cheerful messages. All such consistency makes it one of the most recognizable brands on earth.
6. Engage with Your Target
A good brand identity isn’t just about showing your brand, but it’s also about interacting with your audience. Social media allows that. You get to connect directly with your audience through responses to comments, sharing user-generated content, and interactive campaigns, among others. Engaging your audience helps humanize your brand and build a loyal community.
7. Evolve with Your Audience
In fact, a brand identity is fluid. It keeps changing and develops according to trends in the needs of consumers and trends in markets. Stay in touch with your target; be adaptable to the fact that they and the preferences of the market change over time.
As in the case of Nike, for example, TRIOS Coworking will only grow according to the community’s needs as tools, services, or features added, such as productivity, mental well-being, or sustainability—concerning values for the modern day working professional.
Pratik Potnis
Pratik Potnis is the Founder and CEO of TRIOS Coworking Space. With over a decade of entrepreneurial experience and a strong business network, he has helped 200+ companies with his world-class coworking space services including Microsoft and Dunzo. At Trios, Pratik ensures all the operations are streamlined and aligned to business growth. He is well-versed in business forecasting and generating strategies for innovation and sales.You may connect with him on LinkedIn, Twitter, and Facebook.
