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4 Questions to Consider When Creating a Brand Identity

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As its name suggests, a business’s brand identity is the set of elements that come together to create its specific and unique image or identity. Some of these features may include things like logo, design, shape, colour palette, fonts, positioning, diction, and even packaging. Therefore, it is easy to see how, without significant attention to brand identity, your business’s mission and its products/services could fall flat in terms of both sales and consumer interest. This is the main thing that is going to communicate who you are to potential customers, so you want it to be the best it can possibly be. Because this can be quite a long venture, we have outlined several questions to ponder that will help you in your mission to craft a successful and memorable brand identity for your business.

What Does Your Business Do and Who Does it Serve?

Before the brand identity journey can begin, you must have a clear understanding of your business’s purpose. Although this may sound oversimplified, if you have not clearly narrowed down why your business exists in the first place, it will be difficult to sell that idea visually with a brand identity. What are your brand’s defining features and who are its main target audience members? It’s helpful to note that different customers relate and align with different business ideas and products so customer segmentation by demographic is another crucial stepping stone in the process. Only once these factors are defined can a brand book take shape.

A brand’s identity is something that can be slightly altered, updated, or completely changed at any time

How Would You Define Your Business’s Personality?

It may seem strange to attach a personality to a non-human thing like a global business or company, but the truth is that every brand, no matter how big or small, automatically connects themselves to certain personality characteristics through their image and identity. Some instances of this can be seen in top brands such as Apple who has a clear brand personality of sophistication, among other things. Additionally, sometimes certain brands may feel like they have outgrown their old personality, and wish to shed their old skin, so to speak. This is where a strategy called ‘re-branding’ can come in handy. For example, the leading poker platform PokerStars recently underwent a brand refresh with a new 60 second TV advert that gave viewers a close up look into the future of PokerStars and the brand’s new personality. It was shot in black and white with fast-paced music, taking cues directly from the diverse world of entertainment. Although the brand has been on the scene for decades, it felt the need to launch this campaign in order to call out like-minded individuals on a new journey. This shows that a brand’s identity should be flexible and adaptable according to the times, trends, and customers it serves.

Who is Your Toughest Competition?

Analyzing the competition in your market is another important way to figure out what your brand identity should look and feel like. They can be examples of what not to do, and also provide great lessons for the direction you should go in. For instance, if a business that competes for your same target audience has an image that boasts a certain distinct colour palette, you’ll want to differentiate yourself from them by choosing other, unique visual aesthetics. After all, colours are one of the most vital aspects of branding because, even without words, they instantly communicate a poignant message.

When taking a look at the success of big businesses, it becomes clear that choosing brand colours is one of the most crucial aspects of the process  

What are Five Words that Describe Your Business?

A useful brainstorming exercise whilst deciding your brand’s future identity is to consider what the top five adjectives are that would describe your business. Jot down the first ones that come into your head and use these words to craft a vision board of sorts. This will help you put your thoughts and their visual components on paper. Even if you do not own your own business and simply play a small part in your company’s brand identity goals, this can still be a great way to promote ideas and plan for the future.

Source:Plato Data Intelligence

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