In the world of marketing, a well-crafted brand identity is crucial to a company’s success. It determines not only how customers see you, but also how you stand out from competitors. š But how do you come up with a brand identity that connects with your target audience and at the same time matches your company’s values? We explain how to define your brand identity in this blog!
What is a brand identity?
A brand identity is the overall image with which a brand presents itself to the world. It includes all the visual, verbal and emotional elements that combine to make a unique impression on consumers. Consider the logo, color schemes, typography and overall style, as well as the slogan, tone-of-voice and core values of the brand.
A strong brand identity ensures that your brand is recognizable and distinctive, and that consumers have a consistent image in every interaction with the brand.
Why is a brand identity important?
A brand identity lays the foundation for the emotional connection between your brand and your target audience. This connection makes customers feel connected to your brand, which strengthens their loyalty and encourages them to choose your products or services.
A clearly developed brand identity not only makes your brand recognizable, but also helps you stand out in a competitive market. Consistency in your branding reinforces your brand’s credibility and reliability, which is essential for success.
Defining your brand identity in 12 steps
Defining your brand identity requires time eƩ insight. By following these steps, you ensure that your brand creates what appeals to the people you want to reach.
Step 1. Define your mission and vision š
A brand identity begins with a clear understanding of what your company stands for and where it wants to go. Therefore, first define your mission (why does your company exist?) and your vision (where do you want to go?).
Step 2. Know your target audience š
Understand who your customers are, what motivates them and what their needs are. This helps you align your brand identity with the expectations and values of your target audience.
Step 3. Analyze your competition and choose your position šÆ
Now that you know what you stand for and the needs of your target audience, it’s time to start looking at the competition. Because how are you going to stand out? And why should someone go for your brand? Look at how your competitors are positioning themselves and what their strengths and weaknesses are. This helps you identify unique aspects of your own brand.
Step 4. Identify the USPs š
What makes your products or services truly unique? Identify the Unique Selling Points (USPs) that differentiate your brand from the competition. These can be specific benefits, features or qualities that make your products or services more attractive to your target audience.
Step 5. Define your core values š
Define your company’s core values, which should appeal to both your internal team and your customers. These values guide how your company functions and communicates. They may include ethical principles, customer focus, innovation, sustainability or other important aspects. Some companies choose to keep these core values internal and translate them outward as “brand values,” which are then visible in all brand expressions and actions.
Step 6. Develop your brand personality š
Give your brand a personality that fits your target audience and your brand values. Think about what your brand would be like if it were a person: is it playful, serious, innovative, traditional, adventurous or reliable? To do this, use the brand archetypes, such as the Hero, the Explorer, the Wise or the Magician, to create a consistent and recognizable brand personality. This personality must resonate with your target audience and contribute to your brand’s unique positioning.
Step 7. Write the brand story and brand promise from āļø
Your brand story and brand promise are essential for creating an emotional connection with your customers. The brand story includes the origin and mission of your brand, as well as the values and vision you promote. This story should be authentic and inspiring, making it clear what your brand stands for and what makes it unique. The brand story gives customers insight into your company’s background and helps them understand why your brand is special.
It is also important to formulate a clear brand promise. This brand promise should make clear what your brand promises to its customers, for example, in terms of quality, service or sustainability. By communicating and delivering on a brand promise, you build trust with your customers and strengthen loyalty to your brand.
Step 8. Make up a brand name and tagline š¬
Based on your brand story and brand promise, you can start coming up with an appropriate name and tagline. Your brand name and tagline are often the first things potential customers see and hear about you. So they must be powerful and memorable. Choose a brand name that is easy to remember, easy to pronounce and preferably unique in your industry.
Your tagline should succinctly summarize the essence of your brand and what you offer. Think of something that clearly communicates your brand’s core values and promises, while making an emotional connection with your target audience.
Step 9. Create the visual identity š¼ļø
Develop a visual identity that is consistent with your brand values and personality. Think about your logo, color scheme, typography, style elements and photography. Your visual identity is summarized in a corporate identity manual.
Read more about what elements are common in a corporate identity manual here >
Step 10. Define tone-of-voice š£ļø
Everything you communicate to the outside world as a brand should have a similar “tone-of-voice” so that your communication is consistent and becomes recognizable. Define the tone and style of your communication. Do you want to apply a personal and friendly way of communicating or rather formal and businesslike? Do you guys like a joke or is it pretty serious? Do you want to be accessible to everyone or exude exclusivity?
Step 11. Test your brand identity š©āš¬
To make sure that what you want to convey comes across, it is important to test your brand identity, and preferably with your target audience. Therefore, ask people around you who fit your target audience what their first associations are when they first see your new brand.
Step 12. Start communicating! š£
Ready-set-go! The new brand identity is in place, the corporate identity manual is ready. You can now begin to adjust your already current communications and plan for future content, campaigns and other expressions.
