To build a long-term connection with your target customers, you need to know how to develop a memorable and unique brand identity. In fact, brand identity can impact whether your business thrives or flounders in this competitive market environment.
If you’re not sure where to start, read on. We’ll explore how to develop a unique brand identity that converts prospects into paying customers in no time.
What is Brand Identity?
In a nutshell, brand identity is the personality, tone, and reputation of your business as perceived by your customers. It’s what your brand is about and how it “sounds” when someone reads an advertisement, speaks to a representative, or decides to buy a product.
Think of brand identity as the way in which you deliver your products and services. For example, Apple has a brand identity as being tech-savvy, hipster, and anti-corporate. For another example, Windows has a corporate, business-oriented identity focused on productivity and efficiency above all else.
Developing a brand identity is important so you can communicate more effectively to your target audience members and so you can ensure consistent, effective communications across all your marketing campaigns.
How to Develop a Unique Brand Identity People Remember
Of course, developing a great, effective brand identity is easier said than done. Here are some tips you can leverage to develop a unique brand identity that people will remember and connect with.
Consider Your Brand & Target Audience
Firstly, consider who you are trying to talk to. You need to know the details of your target audience. For example, if you make custom jewelry for your online shop, your target audience is likely people looking for gifts or shoppers who are interested in home-crafted, unique apparel rather than off-the-rack stuff. They might have an independent streak or a taste for eco-friendly products.
By considering your target audience, you can develop your brand identity to resonate with that audience group. For instance, you can highlight your eco-friendly shipping options, your eco-friendly materials, or the way you develop each new piece of jewelry from scratch. Bring this information to your target audience, and your brand identity will develop as honest, authentic, and small-scale: all good things to drive sales from the target audience group.
Start with a Strong Logo
Good brand identity is also contingent on developing an excellent logo. Hire a graphic designer or take a crack at yourself; in any case, your logo needs to be iconic, recognizable, and somewhat related to your industry if possible.
You can put your logo on all of your branded materials, like bags, plastic packaging, poly mailers, boxes, and anything else you can think of. In fact, you can and should use your logo on all branded materials you put out, including materials that circulate within your own office or business buildings.
Build a Color Theme & Font Scheme
While developing your logo for your company and brand identity, don’t forget to develop a color theme and font series at the same time. You should choose, for example, what colors you use for your business uniforms, for your website, for your product packaging, and for other branded materials.
Unifying your colors and fonts used across all advertising materials helps to keep your brand identity consistent, as well as transmit information to your audience. For instance, red and similar colors are often associated with passion, romance, and rebellion. Meanwhile, if you pick calming blue colors, you might attract calmer shoppers or indicate that your brand identity is focused more on comfort, care, and a personal level of service.
Decide on a Brand “Tone” for Communications
As touched on above, you should try to up a unified brand tone you use for all communications, ranging from email newsletters to online advertisements to public relations statements. Your brand tone includes the kinds of words you use as well as the level of sophistication you implement (such as more casual, down-to-earth terminology or more complex terminology).
Pick a brand tone that is most likely to resonate with your target audience members. That way, the people you want to buy from your business are persuaded or attracted by your advertising copy, not turned away.
Keep the Brand Consistent
Whatever brand tone and colors you choose, keep the brand consistent across all marketing levels. Make sure that all advertisers or marketing experts keep to the same brand identity principles. This is the best way to develop, analyze, and iterate on your brand identity over time to make it as maximally effective as possible.
As you can see, there’s a lot that goes into developing an effective and unique brand identity that people remember. But if you follow the above tips, your brand identity will be one of the most powerful tools you can use to maximize profitability in the upcoming quarter and in the quarters to come.