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How to Develop a Unique (& Memorable) Brand Identity

How to Develop a Unique (& Memorable) Brand Identity

What is brand identity?

 A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact it. Essentially, your brand identity is the personality of your business and a promise to your customers.

Why is brand identity so important?

As the embodiment of almost everything your business is and does, according to Purely Branded, a brand “lives and evolves in the minds and hearts” of consumers. Its identity, therefore, is crucial to the business’s future.

So, if your brand is more than just its logo, how can you replicate what brands like Coca-Cola have done and tap these other elements of your business’s identity? Here are six components of a well-developed brand identity, and why it’s so important for you to develop them.

How to Create a Brand Identity

  • Research your audience, value proposition, and competition.
  • Design the logo and a template for it.
  • Integrate language you can use to connect, advertise, and embody on social media.
  • Know what to avoid.
  • Monitor your brand to maintain its brand identity.

How do you choose appropriate branding elements in brand identity design?

Here are six things you should consider as part of your branding process when choosing the brand elements for your business or organization to create a brand identity: 

  1. Memorability – The brand identity elements you choose should be memorable and attract attention in order to help customers remember and recognize them.
  2. Meaningfulness – It’s important that the elements you choose meaningfully communicate your brand identity. Brand identity elements should give consumers information about your brand, service, or product line that furthers their positioning and image.
  3. Likability – Do customers find the brand identity element appealing? Is it likable, pleasing, and fun? You want elements that leave a positive impression.
  4. Transferability – Does the element work across all market segments and mediums (business cards, social media, website, etc.)? Does it translate well across geographic boundaries and languages? Avoid brand identity elements that are constrained to a specific medium (like mobile, or print) or don’t translate well across your customers’ languages and cultures.
  5. Adaptability – Adaptability is all about flexibility and longevity. Choose brand identity elements that can stand the test of time and the fickle nature of trends and tastes. Always be willing to change things up when necessary.
  6. Protectability – No matter what you choose, if you can’t protect it legally and competitively you’re in trouble before you’ve started. It’s expensive to overhaul your brand identity later – this is the time to get it right. Do your due diligence early and avoid legal and trademark issues further down the road.

What is Brand Strategy?

Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand — the combined components of your company’s character that make it identifiable.

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.

 7 Components for a Comprehensive Branding Strategy

1) Purpose

2) Consistency

3) Emotion

4) Flexibility

5) Employee Involvement

6) Loyalty

7) Competitive Awareness

 

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