By | Tracie Johnson | Freelance Writer
Did you know that most customers form an opinion about a company within 10 seconds? For this reason, it’s important to make sure that your brand is one that people love and want to keep coming back to. To help you with this, we’ve put together seven tips on defining and developing your brand identity. From differentiating yourself from competitors to deciding which colors suit your business best, these little pointers will be sure to get you on the right track.
1. Determine Your Brand’s Purpose
Before deciding on colors and designs, you first have to define your brand’s purpose. What is the purpose of your business? Is it to provide services that make customers happy? Is it to provide the best coffee in town? Or do you want to be a leader in your industry by setting new industry standards?
Knowing what your brand stands for will allow you to apply the right colors so that consumers can easily connect with this message. Think of the color purple. It’s associated with royalty, luxury, and wealth. If your brand is about luxury and being strong in the industry, it might be a good idea to use purple as one of your primary colors.
2. Know Your Target Audience
Defining the type of consumers you’re targeting will give you a good idea on how to brand your business and what colors are best for it. Defining your target customers is the first step in defining your business brand. With this information, you’ll be able to easily brand yourself using elements that will appeal to them, such as fun facts or taste-related information.
3. Create an Original Name and Logo
Good brand identity will be created by having a good name and logo. Your name should be short, memorable, and easy to spell. It should also reflect your business’s purpose and convey the message you want to give to consumers. As for your logo, it should be memorable, easy to recognize, and able to portray the same message as your company’s name.
When you’re coming up with a name and a logo design, make sure it’s unique. Avoid using common words in your name or logos that might sound too similar to competitors. Also, if you already have a logo design or are planning on changing the existing one, make sure you conduct a trademark check before proceeding to use it.
4. Have Brand Awareness Campaigns
In addition to having your company’s name and logo, it’s also important to have a campaign that will help you achieve brand awareness. Regular events, social media posts, website updates, and partnerships will all help you build up consumer awareness of your brand. These brand awareness campaigns will allow you to stand out from the crowd, and they will make your customers feel like they have been given a reason to come back.
5. Be Consistent and Flexible
A well thought-out brand identity is one that’s consistent in terms of design. For example, if you change your logo, use updated versions of all your materials and marketing information. Not following up on this might cause confusion. On the other hand, be as flexible as possible when it comes to design elements, such as fonts or colors. You want your brand to be recognized by its purpose and not necessarily by its design elements.
6. Work with The Industry
It’s a good idea that you work closely with your competitors and other players in your industry. This will allow you to exchange ideas and make your business stand out from the crowd. If possible, you should also adopt some of their branding elements to give consumers a unique identity. A good way of doing this is by including a common element, such as color or word, on all marketing materials that you send out.
7. Take Your Time
Don’t rush the process of branding. You can’t expect consumers to become loyal to your brand overnight. In fact, it takes a long time for them to even notice your brand. For this reason, make sure you plan on how long each branding campaign should last before you decide on colors and design elements for it.
In conclusion, there is no size that fits all approach when it comes to defining and developing your brand identity. If you want to avoid getting lost in the crowded market, we recommend that you use the tips above to help you get started.