Determining the difference between a brand and its identity<\/h3>\n
If brand identity is how a business presents itself, a brand is how others actually perceive that business.<\/p>\n
On one hand, brand identities are the tangible result of an organization\u2019s efforts. Made up of strategically designed elements \u2013 logos, websites, imagery, and the like \u2013 brand identity encompasses all the touchpoints a business uses to communicate with consumers.<\/p>\n
A brand, or brand image, however, is the intangible result of these efforts. It\u2019s the feelings, thoughts, and overall impression that others have about your business. Do they feel good using your products? Are they happy with your services? In other words, it\u2019s your brand\u2019s reputation.<\/a><\/p>\n To create a brand identity, you have to go through a branding process. Coming up with a business name, selecting a color scheme, developing a web design \u2013 these are all part of branding.<\/p>\n Even after the brand identity is completely designed, branding is still an ongoing process. It may include other components, like building brand equity<\/a>\u00a0or fostering an online community<\/a>. While not every effort requires the full branding treatment, it\u2019s still an essential process for every modern business. Thus, brand identity development is just one part of an ideal brand strategy template.<\/a><\/p>\n Although it may seem quicker to just skip over brand identity and go straight to sales, it may not serve the business\u2019 best interest in the long run. Think of the products or services you enjoy using \u2013 ones that you go out of your way to purchase. Odds are, most of these have a strong brand identity (Yes, even affordable store labels have a brand identity.)<\/p>\n A brand identity can make your business instantly recognizable and, if done well, can be enough to draw customers to you on its own. Below are a few more benefits that having a brand identity can bring to your business:<\/p>\n Rather than constantly telling consumers why they should buy your products or avail of your services, it\u2019s often easier to just show them. Image, type, and color choices all become part of an iconic brand identity. Whether it\u2019s a bright punchy yellow or a slim elegant font, each element works together to represent your brand and create the image of an established business.<\/p>\n Strip a product of all logos and packaging, and it seems to lose a bit of its appeal. This is because a brand identity offers something more than just products or services \u2014 it adds value. In fact, studies show that customers who feel a personal brand connection tend to be less price-sensitive<\/a>. By putting the extra time and thought into crafting a brand identity, it indicates you not only care about your business, but about your customers, as well.<\/p>\n There\u2019s only so much a business can do to stand out in a crowded market \u2013 and developing a strong brand identity is one of the most recommended. With the right combination of elements, say a pop of pink or a well-written tagline, a brand can better create an identity that\u2019s recognizable and distinct from all the rest.<\/p>\n Which would be most likely to build trust with its customers \u2013 a branded or unbranded business? Brands with their own identity are more able to foster familiarity and trust, which is a high consideration for most consumers. In a recent survey, 68% of respondents revealed they will buy, remain loyal to<\/a>, advocate for, and defend a brand that earns their full trust<\/a>.<\/p>\n Furthermore, when coupled with a high quality product or service, a trusted brand is likely to be recommended to others or remembered the next time a customer goes shopping.<\/p>\n <\/p>\n Source<\/a><\/p>\n Now that you know the benefits of having a brand identity, it\u2019s time to create one for your business.\u00a0We put together the three main steps to help you get started:<\/p>\n Start designing your brand identity by first knowing what your business stands for (values), what it sets out to do (mission), and what it hopes to achieve (vision). It\u2019s this type of awareness that will enable you to create a brand identity that\u2019s authentic and resonates with your customers.<\/p>\n For example:<\/strong>\u00a0An environmentally friendly brand should consider a \u201cfresh\u201d look for their identity, using natural elements (i.e., plants, planet, color green)<\/p>\n Things to know:<\/strong><\/p>\n The main purpose of building a brand identity – and a business, in general \u2014 is to serve your customers. To do this, it\u2019s essential to know exactly who you are trying to reach. The more specific, the better<\/a>. Only then can you design a brand identity<\/a> that speaks directly to your target market.<\/p>\n For example: <\/strong>Don\u2019t just target women, ages 25-35, but women in that age range who are married, who are in a mid-to-high income bracket, and who engage in an sports or fitness activities<\/p>\n Things to know:<\/strong><\/p>\n Source<\/a><\/p>\n Take a look at the other businesses in your industry. Do they tend toward the same look? Are they using the same voice? A quick way to set yourself apart from others in the same space is to list all the things that make you unique, and then use this to underscore your brand identity in the minds of consumers.<\/p>\n For example: <\/strong>If you sell furniture, you may notice most competitors using lifestyle photography to showcase their pieces. As a way to stand out, why not try a more playful approach that places fun vector shapes or drawings in your images?<\/p>\n Things to know:<\/strong><\/p>\n * To do a full competitor analysis<\/a>, click here for more information<\/a>.<\/p>\n You may also consider pumping up your online presence, to get you ahead of competition. If your business aligns, you may even consider hiring Flutter developers<\/a> to create dive into cross-platform app development to build your authority amongst competition.<\/p>\n Equally important to having a recognizable brand identity is to have a cohesive one. Rarely will the different parts of your brand identity work in isolation \u2013 copy is written in a specific typeface, products are shot in a certain light, etc. Instead of a single element, a brand identity is the sum of its parts.<\/p>\n A logo is the focal point of your brand identity. It sets the stage for all other brand elements, and is typically the first point of contact a customer has with your business.<\/p>\n Will you use an image? A typeface? Both? It may take some time to design a logo<\/a> that embodies your brand, but once you do, it can make the biggest impact to your business success.<\/p>\n It only takes a quick glance to catch a particular color, which is likely why the single visual element already increases brand recognition by 80%. In fact, research shows that people<\/p>\n subconsciously judge products within the first 90 seconds of viewing, and 62\u201390% of these judgments are based on color alone<\/a>.<\/p>\n The study of color psychology<\/a>\u00a0claims that color elicits an emotional response. Certain hues have been known to influence mood and behavior, and businesses have long been using color as an effective non-verbal communication tool.<\/p>\n Choose one or two main colors that best reflect your brand and personality. Then, add softer shades or tones to complement \u2013 not compete with \u2013 the overall palette. (Click here<\/a>\u00a0to see what some of the most recognizable brands are using.)<\/p>\n Source<\/a><\/p>\n When writing the standard everyday document, it\u2019s just easy to stick with the default font. When designing a brand identity, however, it\u2019s important to choose wisely.<\/p>\n There are so many amazing font foundries<\/a>\u00a0out there, some of which are even free<\/a>. Look for the types that best suit your brand and can be read easily online and in print. And as much as possible, try to stick to two or three font families, at most.<\/p>\n Images included all photos and graphics, as well as any icons, videos, or elements frequently found alongside your brand. Image style generally takes its visual cue from the logo, or at least uses the same guidelines to complement the logo. Once you decide on a certain image style, it\u2019s best to keep it consistent throughout your brand.<\/p>\n Equally important to how your brand looks is how it speaks or sounds. Although smaller startups are often written by a founder, once a business starts to grow, too many voices will start to sound confusing. To keep your brand aligned, it\u2019s best to develop a style guide for your brand\u2019s voice and tone. For example, is your brand more formal (\u201cGreetings\u201d) or do you apply a casual tone (i.e., \u201cHey there!\u201d). This guidance will get all content writers on the same page and in time, should flow naturally across your brand.<\/p>\n Once you’ve established your voice, it’s good practice to start writing and telling your brand story.\u00a0<\/a><\/em><\/p>\n Headspace<\/a>\u00a0is a meditation app and a great example of how a brand can bring some calm and mindfulness to a cluttered digital space. The logo is even a simple orange circle.<\/p>\n Founded by former Buddhist monk Andy Puddicombe, Headspace brings a new look to mediation with playful characters and colors. It\u2019s blog, The Orange Dot<\/a>, also offers conversational, yet insightful, articles for general reading. All these elements are part of its brand identity and contribute to the Headspace mission \u201cto improve the health and happiness of the world.\u201d<\/p>\n <\/p>\n In 2014, home-sharing marketplace Airbnb<\/a>\u00a0changed its blue wordmark logo to a coral pink symbol that\u2019s been described as a pretzel, paperclip, and some other suggested shapes<\/a>.<\/p>\n The redesign was met with both raves and ridicule, yet it represented Airbnb\u2019s evolving brand identity. Not only is it simple enough to be drawn by anyone, it can easily work into any new services, including Airbnb Plus, Airbnb Experiences, and Airbnb Adventures.<\/p>\n Source<\/a><\/p>\n Glossier<\/a>\u00a0is a modern beauty brand inspired by real life. In this case, inspiration led to a collection of minimal products with a fresh, dewy aesthetic and affordable price point.<\/p>\n Growing out of founder Emily Weiss\u2019s beauty blog Into the Gloss<\/a><\/em>, Glossier still retains a content- and reader-first approach. The business has mastered social media, engaging with followers<\/a>\u00a0as if texting a friend and maintaining an eye-catching feed of user generated content, product shots using its trademark Glossier pink<\/a>, and the occasional cute animal video.<\/p>\nHow the identity of a brand differs from branding<\/h3>\n
Why your business needs an identity<\/h2>\n
![\"brand](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/03\/brandpersonality.jpg\" "\\"\\"")
Source: Vemt<\/a><\/p>\nRepresents your brand<\/h3>\n
Places a premium on your brand<\/h3>\n
Differentiates your brand from competitors<\/h3>\n
Fosters customer trust and loyalty<\/h3>\n
![\"emotions](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/03\/Capgemini-Emotions-Influencing-Brand-Loyalty.png\" "\\"\\"")
<\/p>\nHow to create an identity for your brand<\/h2>\n
Understand your brand and purpose<\/h3>\n
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Understand your target market<\/h3>\n
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![\"segment](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/03\/ways-to-segment-your-target-market.png\" "\\"\\"")
<\/p>\nResearch your competition<\/h3>\n
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Parts of your brand’s identity<\/h2>\n
Logo<\/h3>\n
Color palette<\/h3>\n
![\"brand](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/03\/brand-colors.png\" "\\"\\"")
<\/p>\nTypography<\/h3>\n
Image style<\/h3>\n
Voice and tone<\/h3>\n
Examples of strong brand identities<\/h2>\n
Headspace<\/h3>\n
![\"headspace\"](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/03\/headspace.jpg\" "\\"\\"")
<\/p>\nAirbnb<\/h3>\n
![\"airbnb](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/03\/airbnb-logo-explained.png\" "\\"\\""){kind=logo}
<\/p>\nGlossier<\/h3>\n
![\"glossier\"](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/03\/glossier.jpg\" "\\"\\"")
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![\"apple](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/03\/apple-logos.png\" "\\"\\"")
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