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Delving Deeper into Brand Identity: Building Lasting Impressions

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Last week we introduced you to the idea of Brand Identity, however this week we will explore the concept of brand identity a little more deeply, and how it can help you create a strong and memorable impression on your customers.

What is Brand Identity?

Brand identity is the outward expression of a brand: Trademark, Name and Visual Appearance. It is also how a business communicates various aspects to the target audience, such as Personality, Values and Promise.

Brand Identity vs Brand Image

It’s important to understand that brand identity is not the same as brand image. Whilst brand identity is what the business wants to be, brand image is what the business actually is.

Let’s take McDonald’s as an example. McDonald’s brand identity comprises its golden arches logo, red and yellow color scheme, and the slogan “I’m lovin’ it”. This brand identity aims to convey a sense of fun, happiness, and quality food.

However, McDonald’s brand image may not always match its brand identity. Some customers may perceive McDonald’s as unhealthy, cheap, or low-quality, based on their experiences or opinions. This may affect their loyalty and satisfaction with the brand.

Therefore, McDonald’s needs to align its brand identity with its brand image by delivering on its promises and improving its reputation. This can help McDonald’s create a positive and consistent impression on its customers and increase its brand equity.

Brand identity consists of various elements, such as:

Logo: A logo is a graphic symbol that represents the brand and its identity. It is the most recognisable and distinctive element of a brand identity. A logo is usually simple, memorable, and relevant to the brand’s message.

Name: A name is a word or phrase that identifies the brand and its products or services. A name should be catchy, easy to pronounce, and unique. A name should also convey the brand’s personality and value proposition.

Colour Palette: The colour palette is a visual element that evokes emotions and associations in the customers. Colours can help a brand stand out from the competition and create a consistent look and feel across different media. We recommend choosing colours that match your identity and appeal to your target audience.

Typography: Typography is the style and appearance of the text that is used in your communication. Typography can influence the readability, mood, and tone of the message. A brand should use fonts that are legible, appropriate, and consistent with its identity. This includes all forms of media, including socials and properties.

Imagery: Imagery is the use of photos, illustrations, icons, and other graphics that support the brand’s message and identity. Imagery can help a brand convey its story, values, and benefits to the customers. A brand should use imagery that is relevant, high-quality, and consistent with its identity.

Why is brand identity important?

Brand identity is important for several reasons, such as:

Differentiation: Brand identity helps a brand distinguish itself from its competitors and create a unique position in the market. A strong brand identity can help a brand attract and retain customers who share its vision and values.

Recognition: Brand identity helps a brand create a memorable impression on the customers and increase their awareness and loyalty. A strong brand identity can help a brand build trust and credibility among the customers and stakeholders.

Consistency: Brand identity helps a brand maintain a consistent and coherent image across different channels and platforms. A strong brand identity can help a brand deliver a clear and consistent message to the customers and enhance their experience.

Value: Brand identity helps a brand communicate its value proposition and benefits to the customers and influence their perception and behavior. A strong brand identity can help a brand increase its perceived value and quality and justify its pricing and positioning.

How to create a brand identity?

Creating a brand identity is a strategic and creative process that involves several steps, such as:

  • Research: The first step is to conduct a thorough research on the brand’s mission, vision, values, goals, target audience, competitors, and industry. This will help the brand understand its purpose, positioning, and personality and identify its strengths, weaknesses, opportunities, and threats.
  • Strategy: The next step is to define the brand’s strategy and objectives and how it wants to communicate them to the customers. This will help the brand create a brand identity brief that outlines its message, tone, voice, and style.
  • Design: The final step is to design the brand identity elements that reflect the brand’s identity and strategy. This will help the brand create a visual identity that is consistent, attractive, and effective.

Do you need help creating your brand identity? Book a consultation, and let’s work on one together.