Essential Aspects of Your Brand Identity
Reading Time: 3 minutes
In a world full of brands, a company needs to stand out to succeed. And for that, your company’s brand needs to be well cemented and active in the consumers mind.
What is the identity of a brand?
There are several terms, such as branding and brand image, which sometimes are used as synonyms for brand identity. However, these do not have the same meaning.
- Branding – Ongoing marketing actions responsible for the identity of a brand.
- Brand Image – How a brand is perceived by the public.
- Brand Identity (or corporate identity) – Set of elements created by a company that shows their values and objectives.
In a very simple way, the identity of a brand is the personality of a company. It’s the set of characteristics and attributes that makes a company different from all others.
Branding consists in the marketing actions developed with the intention of developing its identity.
And your brand image is how the public perceives your brand. One of the hallmarks of branding success is when your brand identity becomes your image. If these are similar or identical it means that your message is being received correctly by consumers. They are understanding what your company wants.
But how can we establish a solid identity?
Well, today we leave you some of the most important aspects that you should take into account.
One of the most frequent mistakes of a company is to create its identity based only on its logo. Despite being a key part of your brand, it’s not everything. However, this becomes the most recognizable aspect of a brand. By putting your logo on everything related to your business, like your website or your business cards, you are creating a cohesive image.
By having a color palette for your company you are creating other elements that consumers can associate with your company. When done right, it becomes virtually impossible to disassociate a brand from its colors. Coca-Cola is an excellent example of this practice because its red is one of its most recognizable characteristics.
One of the most challenging aspects of creating your identity is your typography. Often, this feature is chosen based on what is “trendy” at the time, which proves to be a mistake. The typography should have some similarities to your logo, with the same style. From the moment you choose your typography, it becomes just a matter of incorporating it into every aspect of your business, such as your website and your documents (digital or not).
Whether it is in the form of your business cards, emails or even email signatures, you should ensure your own style and character. In addition to making the creation of the document much easier (since there is already a foundation) and to create uniformity in your documents, your attention to detail in these aspects makes you look professional.
One of the most important aspects to consider is the communication with your customers. And one of the things you can be consistent about is the language you use.
Use a speech that fits with the business identity you are creating. This can be more conversational if your company is more relaxed. Or more professional if you are in a more refined spectrum. The language you choose to use will be in every aspect of your business and it is difficult to change, so choose this aspect with caution.
To ensure consistency in your business, both visually and in your direct communication, you should create a guide. By documenting all the “rules” of your company, it ensures that anyone in your company can follow them. This promotes the identity of your company.
In conclusion, the best advice we can offer you can be reduced to two words: uniformity and consistency. By keeping your communication concise, you are building and nurturing your brand. And although this is not the full list of things to take into account whilst building your brand’s identity, these aspects are the right way to start with.
If you need help creating your guide or have any questions regarding this article, please do not hesitate to contact us. We’re here to help you.