You’ve come up with a terrific brand name or slogan. You’ve created an awesome logo to go with it. Now what?
You’ve started building your brand identity, but it seems to stop there.
When you think of other brands, you remember iconic images like the Apple logo or the Amazon smile. But more than the images, you think of their voices, from Apple’s Siri to Amazon’s Alexa.
Your brand can have that same feeling as if it were a person. The catch is you’ve got to build cohesive branding across every medium possible.
Sounds like a lot of work? It is, but the payoff is big.
Below we’ll discuss the considerations you need to make when building a brand identity your customers will love.
Remember Why You Start Your Business
A brand’s mission statement is the key. It clarifies who you are trying to reach. It confirms your existence and how your people, products, and services improve the world. Everyone should see this mission statement.
It needs to be understood by customers who interact with your brand in any way. How you communicate with customers should be aligned with the core values that your business was founded on.
You can show this through digital and physical product branding in marketing. Always ensure that what you’re saying is congruent with who you are.
Most importantly, keep your “why” at the forefront of all decisions you make. Finally, check back to ensure that your identity still reflects that original mission statement.
Know Who Your Competitors Are
Knowing who your competitors are is an essential element. This helps you in building a cohesive brand identity across all mediums. It’s important to have a thorough understanding of your competitors’ presence.
Understand who they are in the marketplace and their strategies. Research your competitors’ marketing methods. Know who their buyers are. Check their communications and products/services. Research their geographic information.
Understand their pricing too. Confirm how their distribution channels work. Doing these things can help you better understand their appeal to customers. You will also identify more areas of opportunity in your business. You can also use social media insights.
You can use analytics to measure the success and engagement of competitor campaigns. Social media has industry reports to identify competitor trends and market threats.
By understanding your competitors, you are better equipped to develop a distinct brand identity and visually communicate the ideas and principles of the company in an impactful way.
Do Not Copy Others
If your goal is to build a cohesive brand identity across all mediums, the most important thing to remember is to stay consistent. Develop a high-quality visual identity reflecting your brand values, and ensure you infuse it into all aspects of your business.
Don’t be afraid to be unique, as this will help make your message stand out. Invest in a professional photographer to ensure your brand has a memorable look and feel. Consistency is key when developing a unique brand voice, as well.
Ensure your content adapted for different channels (e.g. web, email, etc.) is always written in the same tone so message recognition is established.
Your content should also be accurate and engaging and use the same language your target customers are most likely to respond to. Finally, do not copy from other brands. Instead, focus on creating a wholly original one that stands out from the crowd.
Hire a Graphic Designer
Hiring a graphic designer is a great way to build a cohesive brand image across all mediums. A graphic designer can develop a professional and attractive brand. That brand can be consistently applied across multiple platforms.
They will work with you to determine the look and feel of your brand. They will help you create web designs, print materials, and other elements that align with your company’s core values. They can help you pick the right color palettes.
They can teach you to choose typography, graphics, and more to create a friendly, unified identity. They will help you make your business stand out. A graphic designer can also provide valuable feedback.
They help ensure all visuals adhere to your brand’s promise. They’ll ensure each piece is consistent, cohesive, and communicates the right message. And so, hire a graphic designer to help you create a memorable and professional brand.
Make a Memorable Logo
A memorable logo should always be one of the primary focuses. A memorable logo design should capture the brand’s essence and make a lasting impression. It should be simple, easy to remember, and recognizable while also being unique.
The logo should be flexible enough to work across all mediums, such as print, television, online, billboards, and social media. Colors, fonts, and images should be chosen wisely to ensure they will transmit the same message across all mediums.
The logo should also be distinguishable in light and dark backgrounds. Additionally, it should be a good reflection of the brand’s quality and values.
Remember that a logo represents the brand’s identity and should be designed with that purpose.
Reveal Your Core Values
It is important to define your core values to build a cohesive brand identity. This will help you create a message around those values. It reveals what you want to communicate to your target audience.
This can be done through creative visuals, writing, strategic content, and storytelling. This message must remain consistent. Keep it that way, no matter what mediums you are using.
This could be via your website, social media, ads, email, or other digital and physical mediums. All of these should represent the same core values that accurately represent your brand and tell a cohesive story.
Once this is developed, it is important to continually review and measure the effectiveness of your message and its representation on various mediums.
Through these insights, brands can continue to refine their brand identity and ensure it is telling an accurate story of their core values.
Making a Brand Identity for Your Business
Overall, to build a brand identity across all mediums, it’s important to consider the goals of your business and create concepts based on that. Make sure to use engaging visuals and consistent messaging while adhering to the style guide.
Strengthen your identity by effectively engaging with your audience through reputable channels. So, what will you do to start building your brand identity?
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