How Can You Design A Brand Identity For People to Like You Instantly?
There is more to a business than the product or services it sells. Instead, people pay, sometimes even a premium, for the brand experience.
Ask any iPhone user, and they will tell you that owning an iPhone isn't just about benefiting from its functional features. In fact, it is about being part of the Apple community and the prestige that comes with it.
Such companies have managed to leave a mark with their target audience by developing a sound brand identity.
According to a 2015 research by Content Marketing Institute, 77 percent of marketing professionals believe that building a strong brand is imperative for the growth of a business. Why? Well, this is because over 91 percent of customers prefer purchasing from authentic brands.
And authenticity comes from branding. In Jeff Bezo's words, branding refers to what people say about your brand when you are not in the room.
One of the first steps of branding your business is to design a brand identity. Here is how you can do so.
Every marketing effort begins with research. It is easy to decide what you think consumers would like. However, it is just as easy to be wrong! Never make assumptions about your target audience without doing research.
Understand your target audience. Sketch out an ideal buyer. List down their demographics, behavior patterns, interests, and concerns. This will allow you to understand what your customers would want from you.
Secondly, research your business. Begin by crafting your brand's mission. As a business, what is it that you wish to achieve? Your brand identity will then be an extension of this mission.
Look inwards and think about why your business is unique within your sector. What functional and aspirational benefits do you offer that no one else does? This will allow you to identity your value proposition and positioning in the market.
For instance, at a time when traditional ride-hailing services were popular, Uber came in with a value proposition of a technology-driven service, where its service was the "smartest way to get around."
Finally, think about the personality you want to reflect. Decide which tone of voice and brand image will best suit your brand. What colors, font, or imagery you use will depend on the brand personality you shortlist.
Decide on a branding method and tagline
There are different approaches companies take when branding their products. While some tend to put the focus on the company name, others try to make a brand out of the product. In the marketing world, the former is called "branded house," while the latter is known as "house of brands."
There are pros and cons to each method. While the former ensures that the credibility of the business extends to the product, it also means that all your products must be branded similarly to ensure recognition.
On the other hand, branding products can help in going in different directions within your portfolio, but, upon initial launch, people may not recognize the product to be part of a well-established company.
P&G is a house of brands, while FedEx is a branded house.
Decide which of the two you want to go forward with. Once you do so, you must then work to create your tagline.
Just Do It. I'm lovin' it. Because you're worth it. Open Happiness.
These are just some of the taglines that have resonated with the target audience to the extent that many remember them at the tip of their tongues.
Taglines are a part of your brand identity. There is a pithy way for your brand to tell your customers what you're positioning it.
Once you have decided on your value proposition, brand personality, and brand story, combine it all to create a tagline that is witty, memorable, and meaningful.
Design your logo
According to Pam Moore, it takes seven impressions for customers to remember your brand. And a well-thought-out logo helps in ensuring that these impressions are truly fruitful.
Your logo is the visual representation of your brand. It helps in ensuring the brand awareness. Let's do a quick exercise to prove the point. Try to remember the logos of the following brands.
McDonald's. Starbucks. Amazon. Nike. FedEx. Coca Cola.
The chances are you had barely any trouble in remembering their visual identities. This is the sign of an impactful and iconic logo. However, such brand retention isn't just because of the design elements. Instead, it is because of all the associations that the company has successfully instilled in the mind of customers over the years.
Logos form the foundation of a company's brand identity. For instance, in the case of Coca Cola, the red logo in script text is the identity of the brand. And it is very well thought out as well.
The red color is chosen to represent the confidence of the Coke drinker. The script typeface elicits enjoyment. The patented bottle shape helps tell customers that there is no other like the product, thereby building authenticity and credibility in the brand.
Together, the logo positions the product as being a credible beverage you enjoy during the afternoon. This is the brand's identity.
So, it is imperative to design your logo carefully. Here are some tips that might help:
- Keep the design simple.
- Don't be too product-centric - you never know when your business will diversify.
- Make sure it translates well across different dimensions.
- Make it meaningful and timeless.
Considering the significance of a logo in creating a brand identity that people love, it is best to consult a logo design company for the task.
Ending Remarks: It is all about the authenticity
That's it! A brand identity is made of brand personality, tagline, brand name, and a logo. To make sure people like you instantly, you must remain authentic and relevant in each of these facets.
Understand your customers' needs and create a value proposition around it.
Develop a brand personality that best resonates with your target audience and then uses the perfect combination of color, symbols, and typography to create a memorable logo.
Come up with a tagline that encompasses everything you want your brand to represent.
And voila! You have an identity that everyone loves.