A brand identity is the sum of endeavors that shape the perception people have about you or your business. The most common mistake people make when it comes to brand identity is leaving it in the hands of chance. You cannot afford to sit back and let “life happen” to your brand; great brands don’t become great by mistake. It happens with conscious efforts towards building the brand.
Here are the most important factors that single out brands from others:
1. A Brand Name:
It all starts with the name. No matter how great your product or service is, a tacky name won’t do you any good. Will you take your child to a school with a name that infers moral perversion? Probably not. Everything starts and ends with the name. Without having tried your product or services, your name can send a promise to people on what to expect if they work with you. Your brand name can serve as your ambassador; talk about your values, your what, your how, etc.
tips in choosing a great brand name:
- Keep it short. Short name always does the job (right for social media, domain names, prints, etc)
- Keep it as unique as possible. Avoid generic words that make you appear as just another brand.
- Consider search visibility (especially for startups). Will this name fizzle out among existing names?
- Let it speak. Let it speak! Let it speak!!
2. Brand Imagery
We are in an era where brand interaction is largely digital. This means people don’t get to experience your lovely and cozy office space, first. Rather, your social media page and website are the offices they visit. As your brand identity, it is important that these “offices” speak on your behalf. Here are some ways to build a nice brand imagery:
- Choose a color that reflects what your brand stands for. Let your digital assets have that touch. According to research, colors aid brand recognition by over 80%, so… let it flow (not too much, though)
- Decide on a layout your contents will follow. See sample here
- Choose a set of fonts to always write in. Being consistent with this also aids your brand recognition.
3. Have a Brand Persona
A brand persona is what differentiates a Rolls Royce from other car brands. If you are familiar with Rolls Royce’s adverts, you can almost feel the presence of someone behind it (only this time, he sounds like a rich arrogant guy).
In simple terms, a brand persona is the human perception people have about your business. How do you want to be seen? The funny brand? The luxurious brand? The friendly brand? The knowledgeable brand? Once you reach that decision, the next move is to communicate like that personality.
4. Logo Design
I call a logo the face of every brand. That’s the “guy” people see everywhere: from your website to your social media, packaging, etc. The work of a logo is simple: for identification. So, don’t complicate it. A few features of a great logo are:
- Uniqueness: can you imagine walking into a room with every face looking just like yours?
- Simplicity and timelessness: choose something you will look at in the next 5 years and still feel confident about.
- Responsiveness: will the logo fit well regardless of the surface it is placed?
Having a unique brand identity takes conscious effort. If done right, it can exponentially grow your business. Sometimes, it may take a while to start reaping the benefits of building an intentional brand. But if you stay consistent, it will happen, shortly.