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Creating a Brand Identity

Defining Your Brand’s Personality and Purpose.

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Did you know? Brand Identity

Did you know?

The purpose of building a brand around your idea is to create an identity that consumers can recognize and connect with. A strong brand identity helps establish a positive reputation for your business, creating a foundation of trust and encouraging customer loyalty, potentially creating a 30% increase in sales.

What's In The Identity?

Identity is formed by the appearance of your brand. We all have our own individual identities. Some of us have curly hair, some have straight. Some may have dark eyes, others may have light eyes. These features are what make us who we are, and help others identify us. Our identity is what helps us stand out from the crowd. This thought process can be tied directly to your business. You’re going to want form an identity that others can recognize.

A brand’s identity can be identified as the relationship between a name, logo, color scheme, tone, and message.

Creating The Name

Finding a name suitable for your business or idea is no easy task. Typically, when starting to formulate an idea, you will want to give it a name. It’s much easier said than done as majority of business names are taken in some form – at least the short ones are.

Use this to your benefit, take inspiration from the various brands around you. What positives do you see? What brands are easier to remember? Let’s look at Google and the way that name rolls off the tongue. If we revert back to our time as a baby, at some point we probably said goo-goo-ga-ga. We’ve pretty much been saying the first syllable of google since before the age of 1. They were able to capitalize off this familiarity to create a name that’s both simple and memorable, which has helped solidify their identity in our minds.

When building your brand, think about elements that are universally relatable, and easy to recall.

Image & Likeness

Your brand’s image and likeness are the visual staples that can make a lasting impression. When creating your image, you’ll likely want consistency, much like the approach Monster Energy takes with its bold, cohesive design. A unified color scheme can only be beneficial when creating a brand’s image.

When it comes to choosing colors or designing a logo, there are countless ways to approach it. Some businesses focus on bold, eye-catching colors to stand out, while others opt for a much simpler approach. Create something that aligns with your market, and resonates with your audience.

Consumer Perception

Providing consumers with a memorable experience is a core value shared by many successful businesses. It’s how you gain organic promotion without even realizing it, starting with brand awareness and helping consumers understand who they’re dealing with. The experience you offer becomes linked to your brand identity. Think back to a restaurant where you had a bad experience—would you go back? Would you hesitate? Was it the food or the service? Each factor shapes your perception of that place. We all have a list of brands we avoid due to negative experiences. For instance, if you dislike ABC Donuts because the servers were rude, would you visit another ABC Donuts location? Probably not.

Make a lasting impression for a positive consumer perception.

Ask Yourself

What will I name my business? Choosing a name is one of the first steps in building a brand identity. Think of a name that resonates with your audience, reflects your values, and is easy to remember.

What are 5 ways I can leave a positive impression on a customer? Leaving a positive impression is key to customer loyalty. Consider ways to go above and beyond, such as personalized service, quick response times, quality products, friendly communication, and a welcoming attitude.

How will I communicate with the customer? Effective communication is crucial for building trust. Decide whether you’ll use social media, email, phone, or in-person interactions and how often you’ll connect to keep customers engaged and informed.

How can I make the customer feel appreciated? Showing appreciation can turn one-time buyers into loyal customers. Consider offering thank-you notes, special discounts, personalized follow-ups, or simply taking time to acknowledge their support.

Frequently Asked Questions

Frequently Asked Questions: Branding

A brand's identity is composed of a few different elements: its name, logo, color scheme, tone, and message. Together, these identity markers define how a brand is perceived and help create a consistent image in the minds of customers.

Brainstorming creatively can involve mind mapping, using visual inspiration like mood boards, hosting group brainstorming sessions, and even taking time away from the project to let ideas form organically. The goal is to explore freely and let ideas flow without immediate judgment.

Customer perception is the impression that a brand or product creates in the minds of its target audience. It’s influenced by factors like marketing, word of mouth, personal experiences, and social proof.

One effective way to spread awareness is by leveraging "social currency," a concept explored by Jonah Berger. Social currency refers to creating content that makes people feel knowledgeable or "in the know" when they share it, which encourages them to promote your brand to others.

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