5 Must-Dos For A Perfect Brand Identity For Your New Brand
You want to create a successful brand identity.
Well, so do millions of other brands like you.
Researches say that an average person is exposed to 5,000 brand messages a day — but how many do stand out to them?
In this post, we’ll give you five different things you must do to create a unique brand identity:
1. Be Consistent
Brand consistency is delivering the brand’s core values in the same consistent way. This can be either via presenting the slogan in the same way, repeating the same colours throughout your brand elements, or just your brand perspective.
Customers are more likely to purchase from a brand they recognize because of their consistent image — so make sure you maintain some regularity.
So how can you create a consistent brand? We’d recommend stick to the same colour theme, logo, and values so that your customers can easily recognize your brand among the others.
For example, Dove as a brand has tremendous brand loyalty because it has executed a consistent image throughout the years. People associate with Dove as a brand that cares about women and helps them develop a positive relationship in what they look.
Not just with the brand messaging but also through its packaging designs. Whether it is their shampoo or conditioner bottles, all have the same white background with the striking blue colour logo showcasing a golden dove and the brand name aesthetically.
2. Be Authentic
Brand authenticity is all about being real and honest.
When you claim to be an authentic brand, you’re associated with being honest about your values and can create an emotional connection with your customers. The most important factor in coming out as an authentic brand is to be transparent. Transparency not only maintains current customers but also attracts potential customers.
For example, Amazon was one of the earliest e-commerce companies to get rid of additional shipping costs and introduce options like a ‘return policy’.
It is rightly said that authenticity bridges the gap between the audience’s expectations and the experience with a brand, that’s why in 2017, Amazon was voted #1 in Cohn & Wolfe’s 2017 Global Authentic 100 — a list of the world’s highest-ranking brands based on their strength across factors like “reliable,” “respectful,” and “real.”
3. Create A Brand Strategy
Your brand is how your customers perceive you as a company and therefore your brand strategy should guide every way in which your customers interact and communicate with your brand.
How can you create your brand strategy?
Simple. To build a brand strategy you need to define the questions below:
- What is your brand’s objective?
- Who is your target audience?
- What are your brand’s long term objectives?
When you have answers to the above questions you’ll be able to determine what your strategy must be and how you should approach your customers in meeting these goals.
LUSH is a makeup brand that is proceeded way differently from its competitors like Sephora or Etsy. Why?
The company understands its core buyers and created a successful brand strategy out of it. The company is nearly self-less with its products and offer free samples and in-store trials on nearly everything. LUSH has a massive and loyal brand customer base and there are no second thoughts about it.
4. Create a Brand Essence
Your brand essence defines the core of your company’s growth strategy. Your essence brings together the company’s core values, culture, objective, and mission statement.
To say in simple words, what you stand for as a company.
If you have a clear understanding of what your company’s core values are, it will be easier for you to convey the message to your customers.
Don’t worry! You don’t need to plumb the depths of your company to define your brand essence. Most successful companies often describe it within a word or two. For example, Volvo’s “Safety”, or Apple’s “Think Different”.
The basic formula of making a brand essence becomes something like this:
Brand Essence = Your objectives + Your offering + Your principles
5. Determine your USP
Your unique selling proposition or unique selling point (USP) is a factor that differentiates you from your competitors and highlights your product/service’s unique benefits.
A USP answers the question, “What makes you better than your competitors?”
An effective USP works as a powerful tool that can help you outline your marketing goals to distinguish you from your competitors.
Domino’s became the best-selling pizza brand in the United States because of its USP, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.” The USP sets the pizza company apart from its competitors who were traditionally advertising with the messages either about the quality or the price range of their product. On the other hand, Domino’s stood ahead promising good quality and fast delivery.
Which brand do you think stood out to you the most with their branding techniques? Let us know!
