What springs to mind when you think about a company? Is it the products they sell or the brand identity they embody? Do you think about Nike as sportswear or as being part of a successful endeavor of perseverance?
Brand identity is an important element in the company’s overall value proposition, even in the B2B space. If you want to evoke strong emotions to appeal to customers, this is how you do it.
What is brand identity?
Your company’s brand identity is the distinct perception that it presents to its audience. It’s made up of visual and verbal elements, such as the logo, company colors and messaging strategy, that combine to build its unique personality.
Remember, a brand identity is not the same as the business you run. For example, Nike’s brand identity is athletic, powerful and tenacious, while its business is selling athletic shoes and other gear.
Why is brand identity important?
A consistent brand identity makes your business stand out and inspires loyalty. It embodies not just your product or service, but your company’s values and future goals while leaving a positive and distinct impression on your customers.
The brand identity connects with your audience on an emotional level and a consistent identity improves business growth by up to 33%.
How do you develop brand identity?
1. Know your audience
Understanding your audience and developing buyer personas that include demographics and psychographics will inform you about the kind of brand identity that would appeal most to your audience. Look at values you share with your audience and manifest through your business to promote authenticity.
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Example
Marketers at Dollar Shave Club know exactly who they are selling to. Buyers want quality shaving products at an affordable price, and the brand’s messaging strategy uses humor and social media engagement to connect with customers and build their brand identity.
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2. Know your values
Your brand’s identity should be your mission statement personified. Think about your core values and the emotions you want to evoke in your audience and incorporate those in your branding. It should reflect and inspire your own customers, attracting more and increasing loyalty.
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Example
The Casper brand wants customers to be able to buy the best mattress in the easiest way possible, and every ad and piece of content reflects this. The brand image encourages customers and shows that Casper is the way to go.
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3. Create clear messaging
When you understand the core values you want to embody, it’s time to think about how to effectively communicate those values to your audience. For example, if you want your brand to be viewed as classic, don’t opt for contemporary slang or casual language in emails and social media posts.
This encompasses every bit of your messaging: from social media posts to email newsletters and video scripts to other forms of content marketing. Simple things like product descriptions are also ways to incorporate your brand identity.
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Example
The Caterpillar brand is all about hard work and peak performance, whether it’s talking about construction equipment or customers. Press releases, product descriptions and customer spotlights all emphasize the power behind the brand and its community.
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4. Craft your image
Once you decide what your desired identity is, align your visual elements to provide a consistent image and emphasize your personality, especially in situations where text is not the main focus.
Advertisements, logos, color schemes and even fonts can work against your brand identity if it does not support the values and personality you embody. Setting brand guidelines and creating templates will also keep your company’s portrayal consistent.
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Example
Apple’s identity is innovative and sleek, with elegant, simple designs throughout its logo, packaging and product designs to highlight this image and keep them memorable.
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Conclusion
A powerful brand identity speaks to your customers. It evokes emotion by representing your brand with the values that are important to your company and your audience. Maintaining consistency in your brand’s image and presentation also inspires memorability and loyalty.
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