Your Brand Identity

Every brand needs a brand identity. What does this mean?

An identity is a set of tools or elements used by a company to create a brand image. A brand image is a customers’ perception of the brand consisting of various associations related to it and memories about interacting with it. An identity and its elements stem from a company’s mission, brand value proposition, long-term goals, competitive position on the market, and relevance to the values and interests of your target audience. These factors have a foundational nature and, in the branding process, describe what a company wants to communicate.

Creating a strong brand identity should help you to:

• Attract the right customers.
• Build trust and your credibility with your customers.
• Provide you with a distinctive point of difference.

A strong identity needs to work for everyone, both your internal team (e.g., brand ambassadors, content creators) and the people who will interact with it (e.g., customers). As you embark on the design process, make sure your identity is:

• Distinctive: It stands out amongst competitors and catches people’s attention.
• Memorable: It makes a visual impact.
• Scalable and flexible: It can grow and evolve with the brand.
• Cohesive: Each piece complements the overall identity.
• Easy to apply: It’s intuitive and clear for designers to use.

A story comes hand in hand with your identity. You need to ensure your brand is aligned to your story. Review your content, brand assets and brand touchpoints to ensure these provide the structural support to your brand.  Your brand needs to be transparent, authentic and relatable. No more than ever, personal branding is elementary to the success of your brand, regardless off how small or large your company is.

We have worked with clients from pre-start-ups to well-established companies and understand the importance of developing a strong brand identity. Get in touch if you are looking for support, we would love to hear from you.